Marketing Plan for Oppo Smart Phone Manufacturing Company

Assignment

Executive Summary
In this report, marketing plan for Oppo smart phone manufacturing company is presented.
The main purpose of this marketing plan is to launch an extended product to the existing
product line and to acquire customers through online branding. The development of this
marketing plan with the suitable strategies and tactics is done in this report by considering
the situational analysis and by adopting STP (Segmentation, Targeting and Positioning)
activities. Considering the opportunity of Oppo to increase its market share in the highly
potential Indian smart phone market, this marketing plan is proposed to adopt social media,
content marketing and email marketing strategies. Appropriate actions and the controls to
evaluate this developed marketing plan are also given in this report.

Table of Contents
Executive Summary 2
Introduction 4
Situational Analysis 4
Internal Analysis of Oppo 5
Competition 6
Objectives 7
Marketing Strategy 7
Demographic Features 7
Behavioural Features 7
Psychographic Features 8
Marketing Tactics 8
4P Marketing and Marcom Mix 8
Actions and Control 11
References 12
Appendix A: Market share in Indian smartphone market 13
Appendix B: Change in demographics 13
Appendix C: Market share smartphone companies 13

Introduction
High globalisation, technological developments and high consumerism have resulted in the
contemporary organisations operating in highly competitive and dynamic business
environments. The survival of the cotemporary organisations greatly depend on their ability
to gain competitive advantage in the marketplace. Acquiring new customers and retaining
the existing ones is one key way of gaining competitive advantage by the contemporary
organisations. This marketing plan is also intended to help contemporary organisations like
Oppo to acquire customers through product launch and digital branding.
Oppo is a China based smart phone manufacturing company that is involved in producing in
manufacturing smart phones, head phones and also blue-ray players (Oppo, 2018a). Oppo
has recently entered Indian’s smart phone market due to its huge growth potential. Besides
the growth potential of Indian’s smart phone market, it is also highly competitive due to the
presence of several smart phone manufacturing companies. Sustainable growth of Oppo in
this market greatly depends on its ability to gain competitive advantage by acquiring a large
number of customers. A marketing plan is prepared to help Oppo acquire large number of
customers by launching a product extension and through digital branding. SOSTAC planning
system by Smith (2011) is considered in this report to prepare this marketing plan.
Situational Analysis
Indian’s smart phone market is one of the highly potential and also competitive sectors.
With a total of nearly 33.5 million units shipped by this market in second quarter of 2012,
this smart phone market has been experiencing a year-over-year growth of 20%. The growth
potential of India’s smart phone industry can be specified based on the fact that India
consists of several mobile users same as that of the total US population (IDC, 2018). With a