LSBM303: Critical Issues in Business Management - OnePlus Case Study

This report presents a comprehensive case study of OnePlus, a Chinese smartphone company, focusing on its business management strategies in the Indian market. The report begins with an introduction to business management and the context of OnePlus's operations. The main body analyzes the drivers of globalization for OnePlus, examining its strategies in India, including celebrity endorsements, unboxing ceremonies, and the "Never Settle" marketing campaign, and the reasons behind its success, such as consumer empathy, a listening process, and its OxygenOS operating system. The significance of the Indian market for OnePlus's growth is discussed, highlighting its role as a key global software development base. The report also identifies potential challenges faced by OnePlus in India, such as Wi-Fi issues, lack of electric image stabilization in 4K videos, lack of OIS, and no waterproofing. The report concludes by summarizing key findings and emphasizing the importance of business management principles in achieving success in the competitive smartphone market.

Case Study

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Analysis as well as discussion of drivers of globalisation for one plus, along with its
strategies in India and reasons of success...............................................................................1
Significance of Indian market for One plus’s growth...........................................................3
Possible challenges faced by One plus in India. Ways for emerging as a leading player in
Indian market............................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Business management refers to a branch of education that provides knowledge as well as
training which is pertaining towards planning, execution, Supervision as well as analysis of a
business company. It is generally fat to be administration of a commercial company. It includes
various factors of overseeing as well as other business operations. Along with that sometimes
there are some issues that are arise are faced by company while maintaining their position in
markets (Afridi, Barooah and Somanathan, 2018). This report is based on case study of critical
issues in business management of one plus which is a Chinese customer electronics company
deals in selling mobile phones. This report includes analysis and discussion of drivers of
globalisation for one plus along with strategies in India and reason of success, significance of
Indian market for company growth, challenges faced by company in Indian market and ways to
become an emerging leader along with its conclusion.
MAIN BODY
Analysis as well as discussion of drivers of globalisation for one plus, along with its
strategies in India and reasons of success.
As there are different drivers which are used by companies for carrying out globalised
business practices. In terms of one plus globalisation drivers used by company are as follows:
 Accessing wider resources: As by using wider resources for assessing different networks
it provides a benefit to company establish in a wide network area across global world. As
accessibility of mobile translation tools refers to having translation by giving business a
wider range of talents in understanding different languages. By providing features in
mobile phones it helps company in gaining avoid market share along with carrying out
their business practices across global world.
 Capturing economies of scale: By caring practices across global world provides
company in increasing there are economies of scale by emerging market into a
linguistically diversified market (Harish, Singh and Tongia, 2020). As company is
providing feature of carrying out different translation in in many languages that helps one
plus in capturing economies of scale in their smartphone.
 Globalised product with more accuracy: As different technology companies are keen to
sell their products internationally along with it different challenges which are faced by
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them. As mobile technology brings translation from sharing economy, democratizing
translation along with extending a pool of available translators that leads to have a
globalised smartphone with more effectiveness and accurate feature.
There are various strategies that are used by one plus for entering into Indian market and
maintain their position. Strategies that are used by company in Indian market are as follows:
 Celebrity endorsement: Company is using marketing strategy for capturing Indian
markets bye by using strategy of celebrity endorsement. As for promoting their mobile
phones they are using endorsement through various actors, celebrities and media planners
that could lead to affect customers mind for availing their mobile phone.
 Unboxing ceremony: This strategy of one plus mobile phones requires lot of attention
(Chakraborty, 2018). This is strategy is related to iPhone unboxing campaign which is
carried through video featuring for gaining more customers.
 Never settle: With this marketing strategy as well as marketing campaign company is
aimed to make their customers a journey of using mobile phones that they could
experience in a never settle way of life. And by using hashtag never settle company has
proved that customers do not need important it bugs to make an impact for their product.
As one plus is considered as a successful smartphone company in Indian market. As reasons
behind success of one plus in Indian markets are as follows:
 Consumer empathy: As one plus is being a clear company as they don’t want customers
to be hostile due to competition. Company is having customer empathy towards them as
their model one plus 6 is a device that is provided with IP certification of water resistance
along with wireless charging. As company create a large customer empathy by making
their products consistently better in Android phones by fulfilling requirements of
customers on their expectations level.
 Listening as a process: As when company is entered in market it has best hardware
system which is running through Cyanogen which was arguably fluid version of Android
along with that price of that device said to be same for other devices also (Thomas,
Handuja and Iyer, 2020). As a result, combination of intrigued Indian customers
influencing sleep their minds at for buying their phone. Also one plus is providing OP3
service which was re sounding success that is said to be a listening process.
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 Oxygen OS: As one plus operating system oxygen OS provides a refined Android
experience that is faster, more customisable as well as cleaner with other Android mobile
devices. They are said to be brand ambassador for one plus experience on mobile phone
field. This approach of software is centre towards providing an experience which is
refined, minimalistic as well as efficient that leads to success towards company in Indian
markets.
Significance of Indian market for One plus’s growth.
Indian market will be one of the largest development bases on global software such as One
plus as prior market of India get expands its working at global level. One plus entered into the
market of India in 2014 and becomes a global hub of this brand which also gets ready to expands
its business and manufacturing over 5G devices as well along with this also oversees the market
of North America (India will be largest global software development base for OnePlus: CEO
Pete Lau, 2021). In this research and development department simulate the department as by
exploring 5G and advance the enable towards cloud computing and its solution (Radulovich,
Javalgi and Scherer, 2018). It is usually get in trial running that leads the ecosystem player as by
making networking partnership with Jio and Airtel.
One plus nearly advance the revenue generation as by one-third in this growth market
through which working potential and its competency both get advanced over a regular period of
instance. There is a significant growth that assists to achieve higher milestone thus Oneplus6 is
launched in India in 2018 and in support of this achieve higher heights over position in Q3 as in
terms of premium segment of Smartphone. It also provides highest range of development and
employment to over 300 people through which ability to achieve better exporting is started with
5G products. In today’s world One plus is the biggest brand with this premium segment is
established over global level (Doyle and Risely, 2019). It in India played an integrated role that
drives overall range of global system. In India is one of the most exciting firm within market of
Smartphone, in this larger range of growth and it is not in term of volume but along price (India
has played an integral role in OnePlus' overall global success: Vikas Agarwal, 2021. [). It
usually depends over two underlying factors such as premiumisation and it drive long term
success and sustainability and moreover another sector is of rationalisation. It is available within
the price rate of Rs. 6,000-7,000 and as of now it is offered at the rate of Rs 10,000. For this
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cheapest customers also get attracted and it resulted into wider range of growth and
development.
The One plus TV is also being the new product which is launched by the company in
previous years and in support of this market value and its acceptance both get advanced with
certainty. It brings seamless advancement within the smart devices and it plays direct
interconnection in between the smart TV and connected devices as well (Shiroyama, 2020). For
this unique features are involved and advanced with these products and services are sold at
reasonably price. The offline expansion and its planning also established premium experience
that developed larger format stores which is selected with the partners such as Croma by which
potential of users get strengthen that furthermore complement to online business.
Possible challenges faced by One plus in India. Ways for emerging as a leading player in
Indian market.
There are some possible challenges which could be faced by company in order to carry their
business operation in Indian markets. As in terms of one plus different challenges which are
faced by company while carrying their operations in Indian market for going ahead are as
follows:
 Wi-Fi issue: As different users sometimes complains about company that they are facing
problem in connecting with Wi-Fi network effectively with fast service. As they are
unable to access internet. As one plus is facing problem of connecting with Wi-Fi
networks with fast network service (Sharma and Sharma, 2020). As in Indian market
customers are not able to use internet after connecting with Wi-Fi network by using their
device which is the major issue for customers towards company.
 No electric image stabilization in 4K videos: Company is facing a challenge of absence
of electric image stabilization as there is no electric image stabilization in 4K recording
option in their models that results in in having shaky videos that results in having
frustration of users.
 Lack of OIS: As one plus is said to be one of most expensive mobile phone which is
made by company as phone has a talked length as well as breadth of dual camera setup of
device. Company is not providing optical image stabilization for it. As company is facing
issue in carrying out their business practices in Indian markets forward of providing
optical image stabilization.
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 No waterproofing: As company is not providing water proofing service in their mobile
devices. There is no IP certification for company which are not water and dust resistant.
As customers are facing problem of waterproofing in their devices which is a major
challenge for company.
Along with that for being a leading leader in Indian market there are various ways which are
used by one plus that are as follows:
 By creating a buzz through exclusivity: As for being a market leader of smartphone
company has created a wide situation through creating exclusivity for users of Indian
markets in order to provide them better features.
 Smart use of influencer marketing: Company hand used different strategies which leads
to banking on influence of different company as well as personalities for racing
awareness along with taking attention of customers towards them (Mudinas, Zhang and
Levene, 2019). As they are using influencer marketing method by engaging different
popular actors, models as well as media personalities.
 Leveraging on word of mouth: As company is using strategy of providing word-of-
mouth by creating an active community share for discussing of company's product
through endorser of brand for becoming a market leader (Lahoti, Lahoti and Saito, 2019).
CONCLUSION
From above report it could be concluded that business management said to be administration
of a company it includes different activities for performing business operations. Along with that
there are some issues which are faced by company for maintaining their survival. This report is
based on a case study of a mobile phone company that carry it start up in Indian markets. There
is an explanation of different drivers of globalisation of company along with its strategies and
reason behind their success. Along with that there is an explanation of importance of Indian
market for having growth for one plus. there is an explanation of different challenges that are
faced by company in carrying out their business practices in Indian market along with different
ways which are used by company for Bing an effective leader of Indian mobile phones market.
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REFERENCES
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Thomas, N., Handuja, V. and Iyer, K.C., 2020, June. Performance evaluation of Indian air routes.
In IOP Conference Series: Earth and Environmental Science (Vol. 491, No. 1, p.
012055). IOP Publishing.
Radulovich, L., Javalgi, R.R.G. and Scherer, R.F., 2018. Intangible resources influencing the
international performance of professional service SMEs in an emerging
market. International Marketing Review.
Doyle, T. and Risely, M. eds., 2019. Crucible for survival: Environmental security and justice in
the Indian Ocean region. Rutgers University Press.
Shiroyama, T., 2020. China during the great depression: Market, state, and the world economy,
1929–1937. Brill.
Sharma, M.G. and Sharma, S.M., 2020. Exemplar for PPP initiatives on Indian
railways. International Journal of Procurement Management .13 (2). pp.214-224.
Mudinas, A., Zhang, D. and Levene, M., 2019. Market trend prediction using sentiment analysis:
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Lahoti, S., Lahoti, A. and Saito, O., 2019. Benchmark assessment of recreational public Urban
Green space provisions: A case of typical urbanizing Indian City, Nagpur. Urban
Forestry & Urban Greening .44. p.126424.
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