Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 203 views

    Case Study - 1: Consumer Behaviour

    Uploaded by

    kirtissh bhavsaar
    OnePlus was founded in 2013 by former Oppo executives to create high-quality, affordable smartphones. In 2014, OnePlus launched its first phone, the OnePlus One, which offered flagship-level specs at a lower price point than competitors. The OnePlus One was a success, becoming available in 34 countries and generating $300 million in revenue by late 2014. OnePlus continued releasing new phones annually, including the OnePlus 2 in 2015 and OnePlus X, maintaining their strategy of high performance at affordable prices through direct-to-consumer sales and an invite system to control supply.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Case Study - 1: Consumer Behaviour

    Uploaded by

    kirtissh bhavsaar
    203 views3 pages
    OnePlus was founded in 2013 by former Oppo executives to create high-quality, affordable smartphones. In 2014, OnePlus launched its first phone, the OnePlus One, which offered flagship-level specs at a lower price point than competitors. The OnePlus One was a success, becoming available in 34 countries and generating $300 million in revenue by late 2014. OnePlus continued releasing new phones annually, including the OnePlus 2 in 2015 and OnePlus X, maintaining their strategy of high performance at affordable prices through direct-to-consumer sales and an invite system to control supply.

    Original Title

    Case Study

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    OnePlus was founded in 2013 by former Oppo executives to create high-quality, affordable smartphones. In 2014, OnePlus launched its first phone, the OnePlus One, which offered flagship-level specs at a lower price point than competitors. The OnePlus One was a success, becoming available in 34 countries and generating $300 million in revenue by late 2014. OnePlus continued releasing new phones annually, including the OnePlus 2 in 2015 and OnePlus X, maintaining their strategy of high performance at affordable prices through direct-to-consumer sales and an invite system to control supply.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    203 views3 pages

    Case Study - 1: Consumer Behaviour

    Uploaded by

    kirtissh bhavsaar
    OnePlus was founded in 2013 by former Oppo executives to create high-quality, affordable smartphones. In 2014, OnePlus launched its first phone, the OnePlus One, which offered flagship-level specs at a lower price point than competitors. The OnePlus One was a success, becoming available in 34 countries and generating $300 million in revenue by late 2014. OnePlus continued releasing new phones annually, including the OnePlus 2 in 2015 and OnePlus X, maintaining their strategy of high performance at affordable prices through direct-to-consumer sales and an invite system to control supply.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    You are on page 1of 3

    Case Study -1

    Consumer Behaviour

    Kirtish Bhavsar
    (20MBAGEN025)

    (One Plus: Crossing the Chasm in the smartphone market)


     Introduction:
    Pete Lau and Carl Pei founded OnePlus in Shenzhen, China, in December 2013. Lau
    previously worked as a Vice President at Oppo Mobile, a company that shared investors
    with OnePlus. Regardless of the fact that the smartphone market was saturated, the
    founders saw an opportunity for a new entrant. They presumed that most smartphones had
    flaws such as bloatware, cheap plastic hardware, and unappealing designs. Company's
    intentions were clear from the start: to create high-end, user-friendly devices that delivered
    a better experience at a lower price than any other device on the market.
    OnePlus launched its first smartphone, called OnePlus One, in April 2014 and quickly found
    success in India, Europe, and the United States. (The OnePlus One was released in India in
    December 2014 exclusively though Amazon.)
    By October 2014, the OnePlus One was available in 34 countries worldwide, and the
    company had recorded revenues of $300 million.

     Facts:
     OnePlus unveiled its first product, the OnePlus One, in April 2014 and released it
    internationally in June 2014. The OnePlus One came pre-installed with a modified
    version of the Android operating system called Cyanogen. The phone featured a high-
    quality build, a fast processor, an excellent display, and a very attractive price. Promoted
    as a “flagship killer,” it was priced at $299 for the 16GB version and $349 for the 64GB
    version.
     The OnePlus One was sold exclusively on the OnePlus website, marking a departure
    from the typical industry practice of selling through wireless carriers. OnePlus used the
    invite system for two reasons. First, the company had a limited supply of phones, so the
    invite system allowed it to control supply and demand for the phones and so that the
    customers perceive it is a hard-to-get hands on phone.
     The company introduced its second- generation smartphone, the OnePlus 2, in July
    2015.The phone was priced at $389 (for the 64GB version), almost half the price of rival
    phones like Apple’s iPhone 6 and Samsung’s Galaxy S6.
     In October 2015, OnePlus launched its third phone, the OnePlus X. The OnePlus X
    featured an elegant design and high-quality hardware, but it sacrificed performance to
    achieve the very affordable price of $249 and it lacked a lot of features compared to the
    previous phones launched.

    You might also like