OnePlus: A Chinese Success Story in India
| Case Code: MKTG419 Case Length: 16 Pages Period: 2014-2020 Pub Date: 2020 Teaching Note: Available |
Price: Rs.500 Organization : OnePlus Industry :Smartphone Manufacturer Countries : India Themes: International Marketing/ Business Strategy/ International Management/Globalization Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
In Q2 2019, China’s OnePlus overtook Samsung Electronics Co., Ltd . (Samsung),the world’s largest mobile phone maker, to become the number one smartphone brand in the Indian premium smartphone segment (Rs . 30,000 and above).Driven by strong demand for its flagship OnePlus 7 series, the smartphone-maker captured its highest ever shipment share of 43% in this segment while Samsung dropped to the second position with a 22% market share(See Exhibit I).Also during the quarter OnePlus debuted into the ultra-premium segment in India, a subset of the overall premium segment in India (≥Rs45,000 or roughly ≥US$645), with the launch of its flagship OnePlus 7 Pro and instantly captured 26% market share. Commenting on the company’s success in India, Tarun Pathak, associate director at market research company Counterpoint Research, said, “What has clicked is the positioning, the focus on the premium segment….When they entered, the premium market was just 1-2%, which has now grown to 5-6%. With their strategy of one device per year, and attractive pricing, they positioned the brand really well.” ..
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