OnePlus: A Chinese Success Story in India

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
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
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
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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