Oppo Mobile Company: Business Operations Analysis and Recommendations

This report provides a comprehensive analysis of Oppo Mobile, a Chinese consumer electronics company operating in the smartphone industry. It examines Oppo's business operations, focusing on its strengths, such as innovation in camera technology and effective marketing strategies, including its 'selfie expert' branding and partnerships. The report also highlights criticisms, particularly concerning post-sales services and market segmentation, which has led to customer dissatisfaction. The analysis includes an overview of Oppo's market share in Australia, its competitive advantages, and its strategies to compete with major players. The report concludes with recommendations for improvement, such as refining market segmentation to target the young generation and improving after-sales services to enhance customer satisfaction and maintain its market position. The report utilizes Harvard referencing style, and the conclusion emphasizes the importance of addressing the criticisms and focusing on customer feedback to ensure future growth and success.

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Table of Contents
1.0 Introduction..........................................................................................................................2
2.0 Oppo.....................................................................................................................................2
2.1 One aspect the company excels........................................................................................2
2.2 Another aspect the company excels.................................................................................3
2.3 Criticism......................................................................................................................3
3. 0 Conclusion & Recommendation.........................................................................................3
4.0 References (Harvard)...........................................................................................................3

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1.0 Introduction
OPPO mobile communications operate in the consumer electronics industry and are China
based company launched in 2008. Oppo offers a range of smartphones, smart devices and
internet services such as OPPO+ and OPPO cloud. The company has a presence in 40
countries and majorly focus on innovation with its six research institutes. The mobile industry
in Australia is growing as the industry contributes to nearly $23 billion of the total GDP of
Australia. By 2030 the industry will contribute approximately 3.1% of GDP (Patzold, 2019).
The smartphone users in Australia are 75 percent and that most of the users prefer Samsung
and Apple. In the mobile industry in Australia, Samsung captured 24.93% of market share
and Oppo had a market share of 3.68% in Australia in 2019. The sales of smartphones in
Australia are increasing year on year as in 2018 sales increased by 11 percent as 9.2 million
smartphones sold in Australia (Oppo,2019). The report consists of a brief introduction about
OPPO mobile and the areas where the company excels and criticism that the company faced
in its business operations.
2.0 Oppo
Oppo phones mainly aim to offer innovative products with classic designs to their customers.
In this competitive environment, the company gains a competitive advantage because of its
innovative or newer products and affordable prices. Oppo mobile is the fifth largest
smartphone manufacturer in the world and dedicated to providing products that are fused
with innovative and creative technology. Further, the brand focuses on bringing the delightful
digital experience to its target customers. Oppo mobiles are in trends because it gives
different features and updated features to young people at affordable prices before any other
brand in the market (Oppo,2019).

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2.1 One aspect the company excels
The main factor in which the company excels is innovation as the company launched “selfie
experts” cameras and gain a competitive advantage in many countries. Oppo focuses on
manufacturing phones with the best camera quality as the brand was launched with 16MP and
5MP front cameras in the era of selfie beautification. The company gains a competitive
advantage from this as Oppo introduced rotating cameras, Dual Cameras with zoom
technology and Ultra HD feature (Cecere et.al, 2015). In 2017, the company got 4th rank at
the global platform for its technology and providing photography experience to more young
people around the world (Patzold, 2019).
The technological advancement that the company does in its products such as the
introduction of dual selfie cameras proves to be advantageous for OPPO to establish itself in
the market. With its innovation and technology, the company is able to expand in the
different markets. The company positioned itself as “selfie expert” in the market with its
Oppo F3 Plus and Oppo N1 and the company offers smartphones with better quality and
features at affordable prices (Oppo,2019).
2.2 Another aspect the company excels
Another aspect in which Oppo excels is its promotion strategies, as the company has
marketed the brand well at the global level. The company adopted an aggressive marketing
strategy to promote its products in the market by launching many ad campaigns that focus on
highlighting the innovative features that Oppo provides in its smartphones. The company
runs its campaign on newspapers, television, billboards, and social media sites. Further, Oppo
spent AUD42 million in the promotion and advertising activities in order to boost its sales
and compete with big players like Samsung and Huawei in the Australian market. In addition,
Oppo entered a three-year partnership with FC Barcelona to build its brand on the global

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platform. Its promotion strategy is another area in which the company excels after innovation
and product development (Takaya,2019).
In Australia, Oppo signed with Melbourne Stars as a co-partner for the upcoming KFC BBL
and Rebel WBBL seasons. This helps the company to promote its brand in Australia as Oppo
marketing executive of Australia Teira Humby believes that investing or sponsoring in sports
helps the company to build its image in the market as it attracts people who are watching at
the stadium or from home (Oppo.au,2019).
2.3 Criticism
The criticism that Oppo mobile face in recent years is related to its post-sales services and
poor segmentation strategy of the company As the target market of the company is not
cleared, the company also target not tech-savvy people that make it difficult for people to
operate Oppo smartphones as its high technology and innovation is not that understood by
many people. Mobile phone features are such that it can only attract young people and people
in the age group of 15- 35 years. But the company tries to attract more customers and want to
capture large market share this leads to more dissatisfaction to people who are not tech-savvy
and buy Oppo smartphones. If the company is targeting old people they need to make
smartphones that are easy to operate by them as with the same product the company cannot
target the whole market (Waite,2019).
On the other side, Oppo is facing criticism because of its poor post-sales services to
customers as the services provided by the company is not that up to the mark. After-sales
services are an essential element in electronics industry as after-sales services built the trust
of brand in the mind of people and poor services by Oppo leads to dissatisfaction amongst its
customers due to that the company lose its market share in Australia and sales of mobile
phones declined by 2 percent in 2019 as compared to 2018 (Oppo.au,2019).

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3. 0 Conclusion & Recommendation
It is concluded from the above report that OPPO mobile is a leading brand at the global
platform and captures a 3 percent market in Australia after Samsung and Huwaei. It is known
that the company gain competitive advantage and excels in offering innovative and high
technology smartphones to its customers and also excels in building a positive brand image in
the mind of customers with its heavy spending on advertisement through television and social
sites. But the darker side or criticism that Oppo mobile gets is related to its poor market
segment and poor after-sales services. Considering these issues it is recommended that the
company should focus on proper segmentation and target the young generation as its high
technology smartphones are better handled and operates by young people not by all the
generation. Further, the company needs to focus on after-sale services provided to customers
and for that, it is recommended that Oppo mobile should consider customer feedback
seriously and open various service centres in different locations and can provide door
services for sometimes to gain the trust of customers on the brand.

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4.0 References
Cecere, G., Corrocher, N. and Battaglia, R.D., 2015. Innovation and competition in the
smartphone industry: Is there a dominant design?. Telecommunications Policy, 39(3-4),
pp.162-175.
Oppo,2019. About us. Accessed From: https://www.oppo.com/au/
Oppo.au,2019. Oppo & Melbourne stars team-up. Accessed From:
https://www.oppo.com/au/about-us/press/oppo---melbourne-stars-team-up-/
Patzold, M., 2019. 5G is coming around the corner [mobile radio]. IEEE Vehicular
Technology Magazine, 14(1), pp.4-10.
Takaya, R., 2019. The Effect Of Celebrity Endorsement On Brand Image And Trust Brand
And It's Impact To Purchaseintention Case Study: Oppo Smartphone. Business and
Entrepreneurial Review, 17(2), pp.183-196.
Waite, C., 2019. Making place with mobile media: Young people’s blurred place-making in
regional Australia. Mobile Media & Communication, p.20.