05 Dec 11/16/2020 Assignment: OnePlus Case Analysis
11/16/2020 Assignment: OnePlus Case Analysis
https://utah.instructure.com/courses/630961/assignments/7863441 1/1
Assignment: OnePlus Case Analysis
Due Tuesday by 11:59pm Points 30 Submitting a file upload File Types doc and docx
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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?
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