OnePlus Business Report: Strategies & Market Analysis at KOI

This report provides a business analysis of OnePlus, a major player in the premium smartphone market. It highlights the company's strengths, including its ability to offer high-specification smartphones at competitive prices and its excellent product design and build quality. The report also addresses criticisms, particularly regarding customer care. It concludes with recommendations for improvement, such as establishing more customer service centers and leveraging social media for brand awareness, to enhance OnePlus's market position and competitiveness. Desklib offers a platform for students to access similar reports and study resources.

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OnePlus Business Report
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Introduction
Since the last few decades, the electronic industry has emerged in a way that it has
now become of among the leading sectors within the manufacturing industry in the world. It
had emerged in the twentieth century and now has become a global industry that is worth
billions of dollars. The society in the modern days makes use of electronic devise that are
built in automated and semi-automated factories which are operated by the industry. The
industry covers a wide range of products including the transistor sets, mobile phones,
television sets, pagers, computers and many more. This paper is going to elaborate on one of
the companies that falls under the smartphone industry. It will discuss about two aspects that
the company excels at and one aspect that the company is being criticised for in the present
market. Furthermore, the paper will also provide few recommendations and strategies that
could be used by the company to improve further.
Discussion
OnePlus
Oneplus is considered to be one among the largest premium smartphone makers. It
was founded in the year 2013 by the former vice-president of Oppo- Carl Pei and Pete Lau
(Giachetti 2018). As according to the documentation of the Chinese government, Oppo is the
only institutional stakeholder of OnePlus (Shim and Shin 2016). The main aim of the
company is to design smartphones which would balance the high end quality along with both
user friendly and environment friendly as well as with low price. In the month of April, 2014,
the company released its very first device namely the OnePlus One (Siman 2016). It made its
devices available in the Southeast Asia at the very beginning through partnering with
Indonesia in the year 2015. The company is now not only limited to one or two countries. It
in fact has expanded to numerous other countries including Canada, Australia, Mainland,
Poland, Saudi Arabia, Netherlands, United Arab Emirates, Romania, United States of
America Singapore, Slovenia, Spain, Sweden, India, United Kingdom, Malaysia, Malta,
Greece, Egypt, Germany etc. Until now, the company has manufactured a total of six devices
including OnePlus One, OnePlus 2, OnePlus X, OnePlus 3, OnePlus 3T and OnePlus 5

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(Saxena, Chaturvedi and Rakesh 2018). It has offered its customers with devices that are well
equipped with superior build quality, industry leading design, top specifications and that too
with a very disruptive price. However, it is to note that the company has kept the prices for its
devices different in different countries based on the costs of operating, taxes and other related
factors.
One aspect the company excels at
One of the major aspects that OnePlus excels at is that it provides very high
specifications smart phones at very low cost to its customers. The prices are really very hard
to believe. It cost only 400/€ for a smartphone that is equipped with a huge variety of
specifications worth 6 to 800€ (Boscor 2016). The pricing of its models appealed to the ones
who seek high end devices without having to pay too much on them. There are some industry
observers, according to whom the company has kept its pricing strategy very competitive in
the market and is not at all worried about the costs while manufacturing its devices. As
according to the specification of each of its models, OnePlus is a smartphone company that
provides the most affordable smartphones to the users in the market sporting a flagship level
specifications. Hence, it can be said that the company has brought in something that can only
be describes as something with absolute insane specifications at a very normal pricing. They
have always manufactured smartphones that have awesome specification at a very decent
prices.
Another aspect the company excels at
Another aspect that the company excels at is its product design and the build quality
of theirs. All the devices of onePlus, including the onePlus 5, OnePlus 3T, OnePlus one,
OnePlus 2 and OnePlus 3T have awesome build quality that makes them look extremely
elegant and classy. The concept of Never Settle is more than just a phrase and it is offered by
the flagship killers, it is a way of life. Furthermore, it is also to mention that the smartphones
of the company are customizable as well. Customers could customize each of the portion of
their devices, right from wrapping the back to the front, camera to the OnePlus logo and then
can watch that the interface is allowing them to preview the models. Also, the 5 to 7 hours of
the screen on time of the OnePlus devices with normal usage is also amazing for a phone in
such a price range.
One aspect that the company is criticised for

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One of the major aspects prevailing for which OnePlus is been criticised by its
customers is that of bad customer care. It is to note that OnePlus is comparatively a very
small company and therefore it has very small number of stores present in the market (Arike
2015). This sometimes makes the customers feel inconvenient as to resolve certain issues in
their devices, they need to travel long for repairing their phones when such situation arises.
With the same, it also becomes problematic for the customers to get their smartphones
repaired for free of cost by using their warranty (Luu and Lubwama Muhamad 2016). It is
particulary more painful for the customers who situate in certain countries where there is no
OnePlus store prevailing in entire region and in that case they need to move a long way in
order to get their things done and it no longer means free of cost in any way.
Conclusion & Recommendations
OnePlus as a smartphone company has done a great job within the electronic industry
globally as by entering into the global market through presenting the best and superior quality
alternative to the smartphones. The devices that it offers to the users are unique in their own
ways. The company provides awesome products within very decent prices. However, it is
also to note that OnePlus needs to ensure that it is offering smartphones in every market in
accordance to its dynamics in order to ensure that it is potential enough to attain the targeted
position easily. Below are certain recommendations made for the company based on the
above analysis:
Recommendations
1. The company should one few more customer service centres at different important
places so that the customers could no longer hesitate to buy OnePlus phones just
because for the inconvenience existing for its servicing and repairing procedures.
2. The brand could emerge itself as a formidable competition to the industry leaders such
as Samsung and Apple.
3. OnePlus should launch its brand again in new markets along with modern and
innovative concepts that would be appreciated and encouraged by the young
generation in order to create a distinctive position in the business market.
4. Furthermore, the company should also make use of several social networking sites
including other online mediums like blogs in order to create brand awareness for their
products and could also run various types of innovative and attractive advertisements

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on the Television that would let the customers to get more detailed information
regarding its latest offering in an easy way.

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References
Arike, A., 2015. Navigating through the competitive global Android smart phone market,
case study on OnePlus.
Boscor, D., 2016. Marketing strategies adopted by Romanian smartphones producers. Case
study: Visual Fan. Bulletin of the Transilvania University of Brasov. Economic Sciences.
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Giachetti, C., 2018. Xiaomi: A High-End Low-Price Smartphone Start-up Trying to Diffuse
Its Own Platform. In Smartphone Start-ups (pp. 49-82). Palgrave Macmillan, Cham.
Luu, D. and Lubwama Muhamad, S., 2016. Customers Perspective of a Non-Reward Referral
Marketing.: A Case Study of OnePlus Smartphone Manufacturer.
Saxena, A., Chaturvedi, K.R. and Rakesh, S., 2018. Analysing Customers Reactions on
Social Media Promotional Campaigns: A Text-mining Approach. Paradigm,
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Shim, Y. and Shin, D.H., 2016. Neo-techno nationalism: The case of China’s handset
industry. Telecommunications Policy, 40(2-3), pp.197-209.
Shim, Y. and Shin, D.H., 2016. Neo-techno nationalism: The case of China’s handset
industry. Telecommunications Policy, 40(2-3), pp.197-209.
Simon, J.P., 2016. How Europe missed the mobile wave. info, 18(4), pp.12-32.