Strategic Marketing Management Report: OnePlus 5 in Singapore Market

This report provides a comprehensive analysis of the strategic marketing management of OnePlus 5 in the Singaporean market. It begins with an executive summary outlining the report's objectives and findings, followed by an introduction that highlights the technological landscape and the competitive mobile device market in Singapore. The report then delves into market trends, competitor analysis (primarily Samsung and Apple), and an assessment of customer behavior, emphasizing the high smartphone penetration and tech-savviness of Singaporean consumers. It identifies key issues and opportunities for OnePlus 5, including market saturation and the presence of low-cost competitors. The report employs the STP (Segmentation, Targeting, and Positioning) model to define OnePlus 5's target market, demographic, geographic, and psychographic segmentation. It also outlines the company's target market strategies, including niche marketing, mass marketing, and differentiated marketing. Finally, the report recommends specific marketing mix strategies for product, pricing, promotion, and distribution, concluding that OnePlus 5 has significant opportunities in the Singapore market if it effectively implements these strategies. The report is a student contribution to Desklib, a platform providing AI-based study tools, including past papers and solved assignments for students.

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic marketing management
Name of the student
Name of the university
Word Count: 3438

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Executive summary
The aim of this report is to analyze about the market potentiality of OnePlus 5, a new entrant in
the market of mobile device in Singapore. This report had evaluated the marketing strategies of
OnePlus 5 in the Singaporean market. In addition, to determine their entry point, the analysis of
Singapore market economy was carry out. Various marketing strategies are being used in order
to determine the marketing viability of OnePlus 5. Brief competitors’ analysis were done in order
to evaluate the competition in Singapore market. This report concludes that, OnePlus 5 is having
huge opportunities in the market of Singapore. Moreover, various elements of marketing mix are
being discussed in this report, which will further help them to enhance their effectiveness in
Singaporean market.

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Table of Contents
Introduction......................................................................................................................................4
Market trend in Singapore...............................................................................................................5
Competitors analysis........................................................................................................................5
Determination of the customer behavior.........................................................................................7
Identified issues and opportunities..................................................................................................8
Segmentation strategies...............................................................................................................8
Demographic segmentation.........................................................................................................8
Geographic segmentation............................................................................................................9
Psychographic segmentation.......................................................................................................9
Target market strategies.................................................................................................................10
Target market profiling..................................................................................................................11
Positioning strategies.....................................................................................................................11
Positioning statement.................................................................................................................13
Recommended marketing mix strategies.......................................................................................13
Product.......................................................................................................................................13
Pricing strategy..........................................................................................................................14
Promotional strategy..................................................................................................................15
Distribution strategy..................................................................................................................16
Conclusion.....................................................................................................................................17

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Reference.......................................................................................................................................18

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Introduction
Technologies and technological devices are the most potential and profitable ventures for
the contemporary business organizations (Chesbrough, 2006). Thus, more business organizations
are entering in this sector offering different technological products and gadgets (Kaur and
Abodallahian, 2014). However, one of the key challenges faced by the organizations is the
intense competition. With the entry of more organizations and offering of diversified
technological products, the market is becoming more competitive. Moreover, another challenge
for these organizations is the rapid change and development of the technology in the industry
(Bettis and Hitt, 1995).
Singapore is one of the technologically advanced countries in the Asia-Pacific regions.
The population is less compare to other countries in this region, but the high purchasing power of
the people made this country as one of the potential market for the business organizations
(Tremewan, 2016). Moreover, Singapore is one of the early adopter of technologies. Thus,
offering of latest gadgets with cutting-edge technology will have a good market in Singapore.
OnePlus 5 mobile is one of the new entrants in the already competitive market of mobile
devices. In the initial stage, they have to offer mobile that is rich in features with the latest
technologies for differentiation. In the following stages, they need similar products that cater for
specific customer segments. Thus, it is important for them to have effective marketing strategies
to create a distinctive image in the market (Kim et al. 2012). The marketing mix should be
design effectively to have holistic marketing strategy and to stay ahead in the competition. This
report will analyze the strategic marketing policies of OnePlus 5 for operating in Singapore. The
analysis of their potential competitors as well as the potential customers will be performed and

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evaluated in this report. Accordingly, recommendations will be provide, adopting these will help
them to operate effectively in Singapore market.
Market trend in Singapore
According to reports, Singapore is being stated as the world’s largest Smartphone market
per capita in the world. According to the research being done by Google, Singapore is having the
highest smartphonemarket penetration standing at 85 percent, which is highest in the world
(Mumbrella, 2017). Singapore smartphone market will grow further as per projection. Thus, it is
a huge opportunity for OnePlus 5 mobiles to offer smartphone in the market of Singapore. With
the increase in the alternate use of the mobile phones, the demand for mobile phones will get
further increase.
Competitors analysis
In the Singaporean market, the two top competitors are the Samsung and Apple. These
two is having the major market share (Steven, 2015).However, these two companies are offering
different operating systems to the customers. While Samsung is offering Google based Android
as their operating system, Apple is offering their own IOS to the customers. The market share of
the cheaper Chinese handset makers such as Xiaomi, Oppo and Lenovo is increasing
considerably (Meier, 2012). These handset makers are using Android as their operating systems;
the market share for Android based Smartphone is rising significantly.

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Figure 1: Market scenario in Singapore
Source: (Jean-Etienne's blog 2017)
According to the above figure, Apple is the market leaderwith their IOS operating
system(Jean, 2017). It is important to note that the android market share is rising due to the vast
amount of android application developers (AndroidPub, 2017). Apple have positioned their
products as more niche, expensive and exclusive in the market (Tilson et al., 2012). While,
Samsung and other Android based Smartphone makers are more concentrated towards the mass
market with their affordable and feature rich models.IOS is not an open operating system as
Android, thus, the market potentiality is limited(Marketing in Singapore, 2017). Samsung is the
only vendor in Singapore, which is having market presence ranging from budget mobiles to
higher end mobiles. On the other hand, the Chinese Smartphone makers are position as cheap
and affordable models for the mass market. As shown in the below figure, the market share of
android is rapidly increasing as compared to the IOS.

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Figure 2: Market share of Mobile operating system
Source: (DUNN 2017)
Determination of the customer behavior
Smartphone customer behavior in Singapore is favorable due to the alternate uses of the
mobile phones. It is being reported that the majority of the Singapore smartphoneuse smartphone
to access the internet as it is more portable and affordable (Poushter 2016). In Singapore,the
penetration for Smartphone is higher than that of personal computer. It is noted that eight out of
every tenSingaporean use more than two connected devices (Mumbrella, 2017). It is been
evaluated that a major portion of Singapore population use smartphone for online searching of

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products before buying. Thus, the most preferential feature of Smartphone for the market of
Singapore is the ability of multitasking and multi screening (Jimmy, 2014).
Identified issues and opportunities
One of the key issues being identify from the above analysis is the saturation of the
Smartphone market in Singapore. It is being earlier discuss that the penetration rate of
smartphone users in Singapore is 85% (Tseng et al., 2014). The majority of Singaporean already
havesmartphone; this limits the market potentiality for the new entrant like OnePlus 5. Another
issue being identify is the wide market penetration of the cheap handset makers. This posesthreat
for OnePlus 5 due to the reason that, the economies of scale will be less if they have to position
their products as cheaper and affordable (Wang et al., 2012). However, there are various
opportunities also for OnePlus 5 being identify. One of the key opportunities is the huge
potential Singapore in providing technology advance phone with distinct features. As discussed
earlier, Singaporean are comfortable and updated with the latest technologies and thus, it is will
be easy for OnePlus 5 to offer latest gadgets in the market.
Segmentation strategies
To determine the segmentation, targeting and positioning statement of OnePlus 5,
segmentation, targeting and positioning model (STP)is use. According to this model, the first
step is to segmenting the market according to various determinants such as size, demographic
and psychographic. OnePlus 5 will also divide the target market into these segments (Wedel and
Kamakura, 2012). Being one of the most prominent developed countries, Singapore is having
high per capita income. In addition, Singapore smartphone market penetration is more than 85
percent. Thus, the target segment size will be the complete potential market of Singapore.

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Demographic segmentation
According to the demographic segmentation, the target age group for OnePlus 5 will be
20 to 45 ranging from early teenage to the late adults. This age group will be the target segment
due to the reason that, technological gadgets are more popular among them. They are more
comfortable and acceptable to the new technologies. Moreover, this age group will have
diversified requirements due to the reason that, corporate jobs, business and social lifestyles will
have most influence on them (Hamka et al., 2014). Both the male and female will be segmented
due to the reason that, both the genders in Singaporean market are having equal market
penetration in Smartphone market.
In the initial stage, OnePlus 5 will target the customer segment having higher disposable
income. This is due to the reason that, as discussed earlier, Chinese Smartphone brands are
operating in less economies of scale. Thus,it will be difficult for OnePlus 5 to operate in the
lower endmarket (Cecere et al., 2015). Moreover, in the higher end market, competition is less
comprising only Samsung and Apple. Thus, they will target the higher end market by introducing
flagships devices with the top graded features. This will also help them to gain the goodwill and
reputation in the market.
Geographic segmentation
According to the geographic segmentation, in the initial stage, the target market will be
the Singapore. The complete Singaporean market will be included as target segment due to the
reason that the geographical area of Singapore is small. In the later stage, entering in the global
market will be initiatedepending on the performance on the Singaporean market (Hassan and
Craft, 2012).

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Psychographic segmentation
The targeted age groups will be mainly job seekers, corporate and executives. Thus, they
will have diversified requirement from their mobile devices. In order to cater to the higher end
customers, OnePlus 5 will need to concentrate towards the aesthetic and social value of their
products (Park and Jang, 2014). People having the requirement of frequent multitasking will be
segment along with their need for a mobile device, which will help them to enhance their social
standard and status.
Target market strategies
According to the STP, the next step after segmenting the market is targeting the market.
Targeting refers to the initiation of various activities to effectively attract the segmented market
in order to enhance the sales. The targeting strategies will be initiate with the help of
involvement of Porter’s generic strategies (Tanwar, 2013). According to Porter’s generic
strategies, the first step is niche marketing. This refers to the marketing of the products to the
customers having specific requirements only. By catering to the higher end customers, niche
marketing will be beneficial for OnePlus 5. It will enable them to design their marketing
activities according to the requirement and preference pattern of their target customers.
The next dimension is the mass marketing by having cost leadership. This will help them
to reduce and regulate the production cost and offer their products in the market in the low cost
segment as well (Tanwar, 2013). However this strategy will not be initiated by OnePlus 5 due to
the reason that, they will cater only to the higher end customers in the initial stage. In the
following years, they may start to cater to the mass market when they will attain the economies
of scale and have achieve branding for themselves.

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The last dimension of this model is the differentiated marketing. According to this
strategy, OnePlus 5 will provide distinctive products in the market to create a unique image in
the market and to stay ahead in the competition (Toften and Hammervoll, 2013). This strategy
need to be initiate,asOnePlus 5 will face the challenge of Apple and Samsung in the higher end
market. Thus, they have to create their products to provide more customer value as compare to
their competitors in order to have competitiveness edge (Tanwar, 2013). Creation of distinctive
image in the market is important due to the reason that, Apple and Samsung already have loyal
customer. Thus, offering the same products similar to them will not help OnePlus 5 to attract
customers in the Singaporean market. OnePlus 5 will use the Google based android operating
system due to the reason that, IOS is only limited for the Apple products and androidhave larger
customer portfolio with more facilities for customer convenience(Kaura et al., 2015). One
important factor that need to be consider by OnePlus 5 is to enhance the customer experience of
their products. This is due to the reason that Samsung and other cheaper vendors are also using
android as their operating systems and thus, it is important for OnePlus 5 to tweak the software
in order to create distinctive customer experience (Hussain and Mkpojiogu, 2015).
Target market profiling
Having discussed about the target, segments and target market strategies for OnePlus 5,
the target market profile can be summarized (Riefler et al., 2012). The target customer profile for
OnePlus 5 will be young and affluent professional ranging between the age group of 20 to 45
looking for rich user experience from their Smartphone along with having the requirement of
multitasking. The target customer will also consider their mobile device as their status symbol
and is believer of aesthetic value.