11/16/2020 Assignment: OnePlus Case Analysis
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Assignment: OnePlus Case Analysis
Due Tuesday by 11:59pm Points 30 Submitting a file upload
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Answer these questions in a Word Document. Please double-space your text and use Times New
Roman 12 point font. This should be 3-4 pages. If you cite the book, simply put (Lamb, Hair, & McDaniel,
pg. XX) after the quote/paraphrase, and you don’t need a sources cited page. Please do include a
sources cited page for any other sources you use.
1. What were the main factors accounting for the early success of OnePlus? Will these factors still be
relevant as OnePlus moves into the mainstream/mass market?
2. Which persona(s) from Exhibit 8 do you think form the most likely segment(s) to target for OnePlus’
expansion?
3. Given your choice of target persona(s), what positioning would you recommend? What should “Never
Settle” stand for in the future for this target persona(s)/segment(s)?
4. For distribution channels and partners, should OnePlus stay online only or expand through physical
retailers?
5. Assume you have a marketing communications budget of $5 million. Looking at Exhibit 11,
recommend a communications plan. Which media channels should OnePlus emphasize?