Marketing Plan of OnePlus Smartphone: A Comprehensive Analysis

This report presents a detailed marketing plan analysis for OnePlus smartphones, a China-based mobile phone company. The report begins with an executive summary and an introduction that highlights the company's rapid global expansion and product offerings. A situation analysis, including PESTLE and competitor analyses, examines political, economic, sociocultural, technological, and legal factors impacting OnePlus's operations across various countries, particularly in India and Indonesia. The SWOT analysis assesses the company's strengths, weaknesses, opportunities, and threats, providing a strategic overview of its market position. The objectives section outlines the company's goals, including achieving a specific customer base in India using the SMART framework. The target market analysis discusses the STP model, focusing on customer segmentation and market selection, with India as a key example. The report also addresses positioning and marketing mix strategies. The conclusion summarizes the key findings, and references and appendices are included to support the analysis.

MARKETING PLAN OF ONEPLUS
SMARTPHONE

Executive Summary
Marketing plan would be regarded to as setting up of all activities which are related to
promotion, selling, distribution and earning. It would be including various types of planning and
implementation of those planning so that company is able to achieve its sales target or not. In this
current marketing plan analysis would be done on One-plus Smartphones Company which is
new emerging mobile phone company which is China based. The company currently is having
its presence in about 38 countries of world within just 4 years of its establishment. As One-plus
is conducting its operations in about 38 countries of world so all regulations and decision of
government would be impacting that of companies as well. Like when company was introduced
in India due to lawsuit from Micromax One-plus was banned in country in year 2014.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................2
Situation analysis.............................................................................................................................2
SWOT analysis................................................................................................................................4
Objectives........................................................................................................................................5
Target market...................................................................................................................................6
Positioning.......................................................................................................................................6
Marketing mix strategy....................................................................................................................7
Implementation and Evaluation.......................................................................................................8
Conclusion.......................................................................................................................................9
REFERENCES..............................................................................................................................10
APPENDIX....................................................................................................................................12
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INTRODUCTION
Marketing plan would be regarded to as setting up of all activities which are related to
promotion, selling, distribution and earning. It would be including various types of planning and
implementation of those planning so that company is able to achieve its sales target or not. In this
current marketing plan analysis would be done on One-plus Smartphones Company which is
new emerging mobile phone company which is China based. The company currently is having
its presence in about 38 countries of world within just 4 years of its establishment. It is
manufacturing various products like that of smartphones, earphones, shirts, bags and all phone
related accessories. So in this report research would be done on its targeted market, marketing
mix and different analysis like that of SWOT and PESTLE would be done under this. All these
would be helping to understand what the company is doing in current stage and what they would
be doing in coming years.
Situation analysis
Under this analysis PESTLE would be performed including various aspect like that of
legal or political which would be affecting company and its operation within one or more
country (Elenkov, 2014). This type of analysis is helping One-plus to understand its barriers to
manufacture or do business as the company is been introduced in various countries of world.
Political factor-
These factors are the one which would be including elements which is affecting company
or are potential enough to influence decision making process of firm. Political factors would be
including those related to government and its policies or regulations, trade agreements and
taxation rules of country. As One-plus is conducting its operations in about 38 countries of world
so all regulations and decision of government would be impacting that of companies as well.
Like when company was introduced in India due to lawsuit from Micromax One-plus was
banned in country in year 2014. Then in 2016 due to the regulations for imported 4G
smartphones in Indonesian market company was not able to perform there also so it pulled out its
sales into that market (Armstrong, Kotler and Brennan, 2015). This impacted sales and
manufacturing of company within both these countries which was due to political factor only.
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Economic forces-
It is regarded that India is top 2nd country in use and consumption of mobile phones in
whole world so it becomes very much important for One-plus that they are establishing their
existence within country. India is having huge opportunity for all mobile phone companies in
terms of revenues and innovation as well as the economy is growing in current environment.
Other than this country like that of UAE or Indonesia is having also growth opportunity as both
these economies are emerging economies of world. Other factors which are included within that
of economic element like that of interest rates, consumer confidence, unemployment level and
that of exchange rates.
Sociocultural forces-
These factors are those which is influencing organisation including various elements like
that of religion, multiculturalism and trends within economies of world. as One-plus is operating
on international bases as it would be facing all these forces that too different in each country of
world or specified to some country only (da Silva and Las Casas, 2017). It is common in all
country where youths are having most influential decision of buying products like that of
smartphones. So One-plus would be having major target audience who are young people of
country. Other than this social media is also playing important role to play in marketing for
company so they would be getting publicity from there also.
Technological forces-
This is the most important factor which would be impacting sales and manufacturing of
One-plus mobile phones. There are regular updates on technology of Mobile Phone Company
especially that of One-plus as they are not using OS- Cyanogen mod within their products now
(Wolfe, Silmon and Miller, 2014). Other than this there is updating of all operating systems
which are to be used by companies so that they are been able to give their customers latest form
of updates and custom made models are also present in markets.
Legal forces-
These factors would be related to all legal rules which are imposed by judiciary system of
countries which is regulating whole system and functioning of country. First time when One-plus
entered into market of India it was caught in a controversy with Micromax with company stating
that One-plus is violating clause with Cyanogen mod. Due to this the Supreme Court of India
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locked the capital of company by pausing initial launch of mobile. This impacted sales and
revenue generation of One-plus by restricting sales of it in market of India.
Competitor analysis-
One-plus is having many big and small rivals within many countries of world like that of
Samsung, LG, Huawei, and Xiaomi. All of them are having their own share in markets and
products are also included within the set of rivalry. Competitor are those firms or products which
are giving a company tough competition in terms of sales, profits and products within market. as
the list stated above the top competitors of One-plus would be including Xiaomi, Huawei, ASUS
and Spice which are all new and emerging mobile phone providing firms.
Customer/client analysis-
One-plus is the emerging established Chinese company which is producing and
manufacturing mobile phones founded in year 2013. This is manufacturing latest smartphones
with the indulging into technological changes as they are low cost brand and aimed towards less
developed markets of world (Jugenheimer, Sheehan and Kelley, 2015). Towards the beginning
of company it was challenging market giant Apple with is latest smartphones that too in low
price that of others in market. The targeted audience of company is mainly that of youths who
like to purchase the latest technological phones.
SWOT analysis
Swot analysis is a strategic tool which helps business to find its strengths, weaknesses,
opportunities and threats. This will help to evaluate and determine position of company in the
market and also to assess value towards customers in terms of goodwill and brand image
effectively.
Strengths: OnePlus is one of the best selling mobile phone all over the world. The craze of this
cellphone is interesting to see in people especially in youngsters. The main strength of this is the
low cost considered by business while maintaining high specifications effectively. OnePlus is
also rising as one of the best and fastest growing firm. The business has an exclusive partnership
with Amazon which is an e-tailor company (Niks, 2017). The business sold out 30,000 units in
China of the OnePlus 2 within 64 seconds of launching. The main strengths is the android
platform Oxygen OS which sets them apart from any other android user effectively.
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Weaknesses: There are some weaknesses of business which affect the brand image, reputation
and profitability. The firm has limited production capacity that people who come first will get
first opportunity to meet OnePlus. The company is doing well but as a new entrant many
customers in the market do not prefer to use it specially in the competitive market. The product is
available online only on Amazon exclusive which may eliminate offline consumers and audience
effectively.
Opportunities: There are a lot of opportunities for business is rising day by day with the
effective growth and development in product as well as brand image (Roll, 2015). The market is
limited of OnePlus that board members are able to broaden the geographical market base for
business which will help to enhance profitability and production. Resort to mainstream product
advertising is also an opportunity for firm. In addition to this, OnePlus promotional activities will
also help to increase market share (Sutherland, 2017).
Threats: It can be said that the competition is very tough in the mobile sector and also for the
new entrants selling equally and competitive products at lower prices in the market effectively.
The firm is also not able to keep up with the huge capital involvement in the industry trend.
There are so many firms selling products such as mobile phones in the market with low price and
including all the specifications (Poulfelt and Andersen, 2014).
Objectives
The main objective of One-plus in market of India would be achieving their sales target
within country as in starting it was challenging for company to survive in Indian market. The
objective of company would be of achieving about 1 million customers in India till end of 2018.
This would be based on SMART objectives of company which are as follows:
Specific- the target of company is to achieve its specified target of 1 million customers in India.
Measurable- objective which company is setting must be measurable which is like that of 1
million customers.
Actionable- it should also be implemented which means that must not be hypothetical.
Reasonable- this is also reasonable like as company wants to gain Indian smartphone market.
Timely achieved- it is time bound which One-plus would be achieving till end of 2018.
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Target market
Target Market is a strategy for business in order to evaluate and determine potential
place, customers and other things related to business operational activities effectively. There are
three steps involved in targeting in marketing of business products and services. In this, STP
model is considered by firm in order to analyse offerings and the way management
communicates benefits and value to specific groups efficiently (Malik, 2014).
Target the best customers: The firm should analyse segments in which attractive ones are
included in order to decide the best target market for company effectively. There are several
factors which should be considered by business in this stage. The profitability of each target
segment should be determine by business in which customers and groups contribute most of the
bottom line. The size and potential growth of each customer according to the level of income as
well as interest must be analysed. The business should consider factors related to the expansion
activities in order to evaluate and determine the best and suitable market for operational activities
that helps to increase production and profitability (Cowie, 2017). The social, legal and other
technological barriers should be analysed well in order to assess their impact on new target
market. This will also help to understand opportunities and threats which may affect each
segment effectively.
The target market should be large enough to justify segmentation. In case the market is
small, it may make it smaller for business (Lordan, Jensen and Badia, 2017). The difference
should be exist between segments. Anticipated profits must exceed the costs of additional
marketing plans and other changes. Each segment must be accessible to your team and the
segment must be able to receive your marketing messages. For an example, India is a target
market for OnePlus that rivalry state of India such as Mumbai, Rajasthan will help to increase
sales as well as profitability.
Positioning
This is the last element of STP process in which two variables are considered by business
in order to illustrate market overview effectively. Positioning is how company wants to position
products to target the most valuable customers segment. This will help to select the marketing
mix which is on of the effective strategy for each of them. The business should consider why
customers will purchase their products and services rather than your competitors. Unique selling
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proposition will help in this strategy to determine the difference between OnePlus and other
similar products in the market (Otegui Castillo, 2017). A positioning map will also help to
understand how each segment perceives products and services offered by brand. This will help to
evaluate ways in which the business is able to position offerings in the market. Requirements and
demands of each segment is very crucial to analyse along with issues that product solve for this
kind of people. Value proposition will also help to explain how OnePlus will meet its
requirements and demands better than any other competitor effectively. This will help to develop
a marketing campaign which will represent value proposition. The audience and other customer
will appreciate for the way firm has made product or services.
For an example, OnePlus is the best mobile phone in this category in terms of price and
specification without compromising the quality and effectiveness. The business is able to launch
product in different states as there is a high demand of product which creates a positive impact
on operational activities. Thus, it can be said that STP process of market segmentation will help
business to evaluate target market as well as positioning in order to enhance sales and
profitability that helps to achieve desired goals and objectives.
Marketing mix strategy
Marketing mix is that strategy which is helping company to compare its products and
other related aspects like that of price and promotional activities with that of its customers
(Tesfom, Birch and Culver, 2018). This is very important part of marketing plan as for company
it becomes impossible to achieve its targets. It is having various parts or factors like that of
product, price, place and promotion or 4P’s in regard to product based company like that of One-
plus.
Product-
All the products which One-plus is manufacturing and selling are all best one of their
kinds. There are many products which company is selling like those of One-plus one, 2, 3, 3T, 5,
5T and 6 alls of them are very much popular products of company. All products of One-plus are
having best looking hardware.
Price-
This is the most important factor which is analysing that company is standing in market
as compared to competitors. Price is the value of products which is been manufacturing and
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selling and then having profits out of that (Marketing Mix, 2018). So One-plus is having about
half of price of its competitors and on the same time they are also having lower marketing cost as
well.
Place-
It is that distribution or selling place of products of company like all models of One-plus
is been sold only on online bases and they are not having any direct retail outlets. Firm is also
delivering their products to about 16 developed markets of world which is making them
profitable and costing less to set up any retail stores.
Promotion-
As all product of company are been sold on online bases so the promotion of product
would also be done on online bases only (McDonald and Wilson, 2016). The invite and signing
up which is system generated and having social media presence as well.
Implementation and Evaluation
Evaluation and Implementation is necessary for business in order to manage and control
operational activities that helps to increase production and profitability. This will also help to
achieve desired goals and objectives that helps to increase market share and value of business
products and services offered in the market towards customers. In addition to this, STP process
in which OnePlus defined target market and positioning and this should be analysed and
implement well in order to manage and control various aspect of business expansion activities.
This will help to increase market share and lead towards profitability (Trillo Trillo, 2017). In
addition to this, marketing metrics should be considered and implement well by organisation in
order to achieve customer retention as well as perception effectively. Key performance indicator
is also an effective approach that helps to evaluate effectiveness of business process according to
the strategies and plans managed and controlled by OnePlus business. There are some major
elements which should be considered by business in order to increase customer satisfaction as
well as loyalty that helps to enhance market share and profitability. In respect to this,
management should care about customer acquisition cost which is depended on total sales and
marketing cost. In addition to this, strategies and plans are the necessary aspect of business
which should be formulated and implement by management effectively in order to decide the
business production and profitability with an estimate of selling in the market. The main
weakness of business is that the products are available online only that Amazon is an exclusive
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partner of OnePlus. There are so many people not aware of OnePlus because of the offline
marketing. Therefore, business is focusing on promotional activities that helps to promote
features, specifications and other things related to the product that helps to provide full and
detailed information (Paik and Zhu, 2016). Celebrities and other popular people are involved in
the promotional activities which helps to achieve promotional goals and objectives in order to
increase sales as well as profits. This will also help to achieve desired goals.
Recommendations:
 Further it is been suggested to company that they must be focusing on their products so
that it is easy for them to analyse what targets are to be set and how they could be
achieved.
 It is also recommended that promotion tactics which at present company is using or
implementing must be very good so that it becomes easy for One-plus to involve its
market positioning.
 One-plus should be focusing on their target market like that of youths so that they could
analyse that what strategies need to be developed.
Conclusion
It can be concluded from the above analysis of OnePlus that it is an effective smartphone
launched by China with low price and attractive features as well as specifications. In addition to
this, situation analysis of business will help to understand impact of various external factors
which has a negative and positive impact on operational activities. Swot analysis will help to
evaluate and determine position of company in the market and also to assess value towards
customers in terms of goodwill. Target Market is a strategy for business in order to evaluate and
determine potential place, customers and other things related to business operational activities
effectively. Positioning will also help to select the marketing mix which is on of the effective
strategy for each of them. Marketing mix strategies such as 7ps of marketing mix will help to
determine pricing, customer, product related strategies and plans which should be adopted by
firm in order to enhance their production and profitability. Finally, the overall conclusion is that
the firm is doing well and should keep necessary changes to improve and develop functions and
profits that helps to achieve goals and objectives.
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REFERENCES
Books and journals
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da Silva, E.C. and Las Casas, A.L., 2017. Sports Marketing Plan: An Alternative Framework for
Sports Club. International Journal of Marketing Studies. 9(4). p.15.
Elenkov, D., 2014. Experiential Exercise with Multinational Student Teams: Researching
Together a Multinational Corporation and Developing Jointly a Strategic Marketing Plan for
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Jugenheimer, D.W., Sheehan, K. and Kelley, L.D., 2015. Advertising media planning: a brand
management approach. Routledge.
Lordan, F., Jensen, J. and Badia, R.M., 2017. Towards Mobile Cloud Computing with Single
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<https://oneplusblogone.wordpress.com/category/about/marketing-mix/>.
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them. John Wiley & Sons.
Niks, H., 2017. Instagram as a Supportive Business Platform for Photographers: Freelance
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Online:
Otegui Castillo, J., 2017. La realidad virtual y la realidad aumentada en el proceso de marketing.
Paik, Y. and Zhu, F., 2016. The impact of patent wars on firm strategy: evidence from the global
smartphone industry. Organization Science, 27(6), pp.1397-1416.
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