OnePlus's Globalization Strategy, Success, and Challenges in India

This report provides a comprehensive analysis of OnePlus's business strategy, focusing on its globalization drivers, particularly within the Indian market. It explores the company's successful strategies, including marketing approaches, product features, and its ability to capitalize on the significance of the Indian market. The report identifies key drivers of globalization such as reduced trade barriers, technological advancements, and the increasing demand. It further examines the importance of the Indian market for OnePlus's growth, highlighting the significance of affordable premium smartphones and aggressive offers. The report also identifies potential challenges OnePlus may face, such as intense competition and low smartphone penetration, and suggests strategies for OnePlus to emerge as a leading player in the Indian smartphone marketplace. Overall, the report provides a detailed assessment of OnePlus's journey and its prospects in the dynamic Indian market.

Critical issues
1

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Analyse and discuss about the drivers of globalization for OnePlus, strategy in India, reason
behind its success.........................................................................................................................3
Significance of Indian market for OnePlus Growth....................................................................6
Identify possible challenge OnePlus could face in India, What OnePlus should do to emerge as
leading players in the Indian smartphone marketplace................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
2

INTRODUCTION
A start-up business strategy is based on the long term plan that will create for organization
to reach its desirable goal and objective. it includes all essential “OnePlus” Goals and objectives
to expand their business in India. This report will discuss about the drivers of globalization for
OnePlus, strategy and identify reason behind its success. It will describe the importance of
business growth within Indian marketplace. Furthermore, this documentation will identify the
possible challenge of “OnePlus” that could face during initial phase, emerging as leading players
within smartphone markets.
MAIN BODY
Analyse and discuss about the drivers of globalization for OnePlus, strategy in India, reason
behind its success.
Globalization refers to the term in “economic integration on global scale, which turn into
national boundaries. It is based on the phenomenon involving the integration of cultures,
government policies, economies and political movements around the world. Sometimes, it is
depending on the audience where globalization may have both positive as well as negative
aspects (Levermore, 2019). For Example- globalization in term of trade, markets and production
has led to steep reduction of cost or price of their goods in globe. In context of smartphone
enterprise. it has become unprecedented growth, they are probably one of the best example in
term of globalization. Less than 30 years, it has been changed the meaning of communication.
Undoubtedly such as result has been made possible by globalization factors.
The drivers of globalization are reduction of barriers to international trade, increasing
consumer demand, lowered its cost of shipping and production and technological advancement
in communication. OnePlus Company should considered the important derives of globalization
that help for business expansion in Indian marketplace.
3

Access greater resources-
Currently, OnePlus have seen that there are 21, 00000 translator in entire world. Since
there are over 6000 spoken language today. In this way, it is focused on the supply side of
translation whereas satisfying demand of business in global world. OnePlus can use advance
technology within their smartphone, multiple linguistic abilities to become translator. Currently,
consumers facing content-marketing materials, technical documents and description of items
(Tsang and Fuschi, 2020). OnePlus can provide as mobile translation tools mean more people
than ever can translate in proper. In this way, it will be expanding the business in wide level,
giving as linguistic talent. Furthermore, advance smartphone application introduced by OnePlus
which are trying to make that dream a reality, and as localization begin to incorporate more
mobile technology. In this way, OnePlus can utilise its business to expand in the Indian market.
Economies scale-
Nowadays, communications needs are immense. OnePlus Company want to expand their
business in global marketplace. But now they are targeting Indian market which have often large
technical translation projects containing 10,000 of words that need to be done in fast manner.
Additionally, some of largest world emerging market that become more diverse. For Example- In
India, there are 780 different spoken language (Kumar, Paul and Unnithan, 2020). In this way,
OnePlus include this features in their phone to provide the best quality of services. That’s why,
OnePlus is going to have turn into Indian market while providing technology as solution
that match with global scale. It is consider as important driver of globalization that help for
Smartphone enterprise to capture current economic scale and then expanding business in
marketplace.
4

Launch OnePlus 7 product with more accuracy-
As needs to be globalized the “OnePlus” enterprise in more diverse than ever. In this
way, OnePlus can use modern technology and then selling their product in India. Usually, it is
creating as appealing item name which translating technical manuals which fit local cultural
context. Similarly, it should provide the technical documentation that can take a lot of familiarity
with business. in this way, OnePlus Enterprise bring more translation into sharing their economy.
Strategy used by OnePlus in India and reason behind success of its business
Increasingly, OnePlus is basically used the splendid strategy that entails banking on
influence of other brand, personalities to increase awareness and draw attention of Indian Citizen
towards OnePlus products. For Example- OnePlus was first to release its awaited sacred games
season 2 which claimed that picture were taken by its product and marketing program. This
company is not only influence with Netflix but also engaged with different media. In recently,
they have launched OnePlus 7 series.
The Important aspect of company which is mainly focused on its marketing strategy
through social media network. In 2019, 35% of all premium smartphone sold in India which
belonged to OnePlus. Thus, it gained 95% growth in sales during quarters (Sujata, 2020). The
marketing strategy has been supported for OnePlus to establish a good coordination with Indian
consumes, evolving its business success. This can be possible through effective marketing
strategy plan to fulfil all essential need or requirement for potential consumers.
The reason behind the success of OnePlus is their quality of services, innovative features,
accessibility that always attract more and more consumers in Indian marketplace. The quality of
OnePlus product should feel smooth, fast and device get updates faster than anyone else, which
is appreciated by users.
Additionally, business success was depended on the current demand of client and
innovative idea. OnePlus had include both concept in their product and then launching their
OnePlus 7 Phone in Indian markets. A unique feature of this phone can inspire or motivate to
purchase. That’s why, it becoming very easy to target the large number of Indian consumers.
5

Significance of Indian market for OnePlus Growth
According to recent research, it has been identified that OnePlus 7 product registered as
incredible year on year growth of 95%, emerging among fastest growing smartphone brand in
quarter of Indian market (Sujata, 2020). The availability of affordable premium smartphones,
aggressive offers such as significant price cuts, user upgrades were primary reason for OnePlus
growth. Global technology brand OnePlus emerged as market leader in the Indian premium
smartphone segment within 29% market share gain.
India is one the most exciting place to be in for smart Phone marketplace. Population of
India is higher than other country so that it become great opportunities for OnePlus to launch
their best quality of Smartphone within Indian marketplace. In context of economic scale, India
is the only country which is still growing not just in term of volume but also price. OnePlus is
actually becoming more premium. There are underlying different factors which are driving
premiumisation (Behera, 2020). That’s why, it become great opportunities for OnePlus to target
Indian consumers through their products. The OnePlus company will be segmenting the cost or
price rationalism, entry level smartphones are becoming dearer so that there are wide range of
phone used by individuals and their price become Rs. 6,000 to Rs. 7,000. It is the same customer
who is still purchasing the cheapest phone that are available in marketplace. At that time, it is
consider as premiumisation. Another segmentation is depending on the quality of product,
consumers using cheaper phone as mid segment is now purchasing premium smartphone.
On the other hand, there are lot of festival occurred in India so that each and every people
want to purchase a new Smartphone in marketplace. This is also another reason to the success of
“OnePlus” business in the Indian market. When they are launching a new phone before festivals
season for first time. According to report, it has been estimated that One Plus have launched
Phone after festival season this years, ready before festival (Qumer and Purkayastha, 2019).
OnePlus have already before launching the TV which is going to be center of smart Home. There
is going to be seamless interplay between all connected devices. In this way, it can be identified
that positive experience of Indian people, which is always inspiring or motivating OnePlus”
6

growing their business in Indian markets. In context of entire build quality, it will bring similar
OnePlus design principle into their different products and services. Afterwards, company is
looking only premium audience which is definitely be more cost effective compared with other
alternative that are targeting.
Identify possible challenge OnePlus could face in India, What OnePlus should do to emerge as
leading players in the Indian smartphone marketplace.
“OnePlus” is consider as start-up Chinese technology into India, the world’s fastest growing
smartphone in marketplace. “OnePlus” Positioned itself to appeal to potential users in context of
high end phones, undercut rival item on price. Despite closely matching them on basis of
multiple specification in range of mobile phones (Kathuria, Kedia and Bagchi, 2019). Usually,
OnePlus faced some challenges in India such as intense competition, lower smartphone
penetration, price sensitive and intellectual property rights. These are considered the most
common possible challenges that directly affecting on the business.
Intense Competition-
Competitive intensity identifies “OnePlus” profitability potential. So, with intense
competition, enterprise will able to transfer more value their potential clients in Indian market. In
Smartphone business, there are huge competition that directly affecting one or other enterprise.
OnePlus held just 15% share of India’s premium smartphone segments (Shen, Faklaris and
Hong, 2020). The overall price/cost of phone approximately Rs. 25000- Rs. 30000 as against
27% a year ago. In India, there are already established the brand such as Samsung, which give a
tough competition of OnePlus. It is consider as greatest competitors because they have provided
best quality of product and service.
At certain level, OnePlus have faced challenges regarding intense competition in the
Indian marketplace. In this way, OnePlus will need to set tip its game by different notches if they
want to recover their lost ground (Kathuria, Kedia and Bagchi, 2019). Still OnePlus suffered
mainly due to made in china tag. This can happen due to COVID-19 and things got worse. That’s
why, company has been reeling under challenges on supply side.
7

Low Smartphone penetration-
In India, there are becoming lowest emerging nations with just 27% using either social
media, internet. According to report, it has been estimated that 30,133 people in different
countries, conducted from 2018 (Shen, Faklaris and Hong, 2020). Therefore, OnePlus face
challenges for decreasing the lower smart phone penetration in global marketplace. The lack of
awareness among people which is also reducing low smartphone penetration within marketplace.
In India, Vast Geographic and economic variation, it is difficult to cater Indian markets, which
become as key reason for covering low rates in term of smartphone. This is also consider as
possible challenge faced by OnePlus in the Indian market.
OnePlus should do to emerge as leading players
OnePlus was the top premium smartphone maker in Indian market in 2019 while other
brands such as Samsung, Apple occupied the second or third positive respectively. This type of
company has emerged as leader in term of premium smartphone segment in 2019. According to
report, it has found that 33% market share in 2019 and dominated other Smartphone brands
within Indian marketplace (Krishnan, 2020).
OnePlus have been changed their strategy before enter in Indian market, which bring more
affordable smartphone for potential consumers. it should be added changed strategy that could be
seen in light of evolving market condition or situation. Especially mid-premium segment which
driving their handset volumes. The company is mainly focused on the accessibility and
diversified strategy in term of product line. So that they can provide premium experience of each
and every consumers in Indian marketplace. Furthermore, aligning the portfolio with India
market realities where they have been identified luxuries categories which are not growing after
so many years (Shen, Faklaris and Hong, 2020). But OnePlus should focus on the quality of
product while adding more new features dynamic style that provide according to segmentation.
In this way, it become easier for OnePlus to expand their business in Indian market and also
establishing a strong position as smartphone leading players in global marketplace. this type of
effective plan has been implemented by OnePlus during business expansion in the Indian market.
8

CONCLUSION
From above discussion, it has concluded OnePlus is a leading smart phone enterprise that
expand their business in India. It has been implementing the different drivers of globalization
that help for improving the performance and efficiency in global world. It can be determined
importance of “OnePlus” Smartphone Company in global marketplace. However, it is also
identifying the challenges or issue within Indian market.
9

REFERENCES
Book and Journals
Behera, S., 2020. Does the EVA valuation model explain the market value of equity better under
changing required return than constant required return?. Financial Innovation. 6(1). p.9.
Kathuria, R., Kedia, M. and Bagchi, K., 2019. Competition Issues in India's Mobile Handset
Industry.
Krishnan, A., 2020. Following the Money: China Inc's Growing Stake in India-China Relations.
Kumar, A., Paul, J. and Unnithan, A.B., 2020. ‘Masstige’marketing: A review, synthesis and
research agenda. Journal of Business Research. 113. pp.384-398.
Levermore, R., SM80. 2019 Strategy and Corporate Environmental Sustainability Group Report–
Strategic Analysis and Planning for Huawei.
Qumer, S.M. and Purkayastha, D., 2019. OnePlus: A Chinese Tech Startup Aiming to Disrupt
the Global Smartphone Market. In China-Focused Cases (pp. 41-64). Springer,
Singapore.
Shen, H., Faklaris, C. and Hong, J.I., 2020. 'I Can't Even Buy Apples If I Don't Use Mobile Pay?'
When Mobile Payments Become Infrastructural in China. Proceedings of the ACM on
Human-Computer Interaction. 4(CSCW2). pp.1-26.
Sujata, B., 2020. Does the EVA valuation model explain the market value of equity better under
changing required return than constant required return?. Financial Innovation. 6(1).
Tsang, D. and Fuschi, D.L., 2020. A Strategic Assessment of Huawei into the Fast Future.
In Huawei Goes Global (pp. 117-146). Palgrave Macmillan, Cham.
10

11