One Plus Marketing Strategies
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Added on 2021-04-24
One Plus Marketing Strategies
Added on 2021-04-24
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Running head: THE MARKET OF ONE PLUSThe Market of One PlusName of the Student:Name of the University:Author Note:
THE MARKET OF ONE PLUS1One Plus-the company:One Plus is a Chinese smart phone company launched in December 2013 under theleadership of Peter Lau, the former vice president of Oppo as its CEO. The company has itsheadquarters in China and is the wholly owned subsidiary of Oppo. The main objective of OnePlus is to make models of mobile smart phones which would make high-end technologyavailable to the consumers at low prices (oneplus.net, 2018). Mobile smart phone industry:The mobile smart phone industry is an internationally spanning industry which generateda revenue close to $500 billion. The industry is dominated by Apple and Samsung. The othersignificant players are HTC, Oppo, Sony, LG and Nokia. The mobile smart phone industry isexperiencing tremendous growth worldwide due to increase in population, easy availability oftechnology, deeper access of internet, rising income of people and the innovations in mobilephone technology. The mobile smart phone industry is an integration of hardware makingcompanies like Samsung and software making companies like Amazon (Vuori & Huy, 2016).The mobile phones companies also the development of the industry is supported by innovativedigital services called applications which enable the users to do a wide range of activities likecommunicating, banking, shopping and a host of other activities using dedicated applications orapps. Thus, the industry plays a very important role in the social context as well like enablingpeople to communicate with each other and gain information using internet which otherwisewould have been inaccessible to them (Bousquet et al., 2017). The mobile smart phone industry segments its market into two segments, the upper classsegments and the middle class segments. The upper class customer segments consisted of the
THE MARKET OF ONE PLUS2rich customers who had sufficient disposable income to buy expensive high-end smart phones.The main companies catering to this segments are companies like Apple and Sony. The secondsegment of customers consists of companies One Plus which make low priced smart phones. Thecompanies like Samsung makes smart phones for both the segments. The main market of smartphones was previously concentrated in North America and Europe. The recent trend of the smartphone markets shows that the main markets are shifting towards Asian nations like India andChina. The market leaders like Apple, Google, Amazon and Samsung competing to takeadvantage of this emergence of the eastern markets (Cecere, Corrocher & Battaglia, 2015). Market of One Plus:The main market of One Plus can be divided into North America, Asia, Middle East andAfrica to a smaller extent. The main European markets are countries like Belgium and the UKwhile Canada and the US make up the main North American market. The main Asian marketsare China, its home country, India and Malaysia. The present market segment of One Plus aspointed out consist of the middle class people with limited disposable income who want highquality smart phones. This market analysis makes it clear that One Plus faces both challengesand opportunities. The main opportunity which One Plus enjoys is the weak competition in thelow priced band smart phone segment. However, its market image is largely responsible forrestricting the company’s reputation of catering to the middle class customers and consequentlack of acceptance among the upper class customers. The competitors like Samsung make bothlow priced smart phones as well, thus giving One Plus stiff competition (Maruta et al., 2016).Products and services:The main products of One Plus are smart phones which have advanced features and runon Android platform. The peripheral products of the company include the hardware and the
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