Assessment - Case Study Analysis

Your Brief

A case study typically is an accurate, historical record of a business situation that actually has been faced by business executives. The main aim of using the case study method is to allow you the opportunity to translate theory into practice in a business situation that is as close to real world experience as possible. The marketing situation(s) depicted in the case reflects the uncertainty of the real-world marketing environment, and the reality of any practical situation. You will have to master the art of sifting through all types of information, which is often incomplete, not presented in the correct order, and may even be irrelevant or misleading, to solve the problems posed.

You may find, and be frustrated by the fact, that in some situations there appears to be no single "right" solution to the problem. There are likely to be multiple approaches, each one with a different implication for the organization, and each involving different trade-offs.

Since the case study problems may be approached at times from different perspectives, your main task will be to argue correctly the logic of, and evidence for, your solutions to the problems at hand. The importance of the case study exercise is to emphasize how you arrived at your solution, rather than just emphasize the solution itself.

Getting Started

Read the case study, OnePlus: Crossing the Chasm in the Smartphone Market, as soon as possible, when available on Cloud in the ‘Assessment 1 Learning Resources' during Week 1. A prompt start will give you time to "tune" into the case study. In particular, there is an amazing amount of relevant background information publicly available that will have some bearing on the marketing situation described in your case. Keep a look out for it! Academic journals and books, newspapers, magazines and television are an especially good place to start your information search. Collect anything that you think may help to enrich your analysis. You can always discard any irrelevant material later.

Now focus on the specific case problems posed below (see page three). These problems have been designed so that you can apply the theory from the unit to the practical case study to arrive at solutions. Critically evaluate and add to the existing information provided in your case study by:

• Continuing to read journal, newspaper and magazine articles on your topic.
• Looking for current event type television programs and published brochures, etc. that may be relevant to your topic.
• Observing the industry that the case is based on.

Case study problems

1. What factors contributed to the early success of OnePlus? In your answer, conduct a 5Cs and SWOT analyses for OnePlus including consideration of the state of the smartphone market, culture, product, branding, and marketing strategy.

2. Analyse the customer segments and personas provided in Exhibit 8, and include the pros and cons of each target segment. Which persona(s) would you focus on to expand the OnePlus customer base and justify your chosen segment(s)?

3. For your chosen target persona(s), what approach to value proposition and positioning would you recommend? Develop a perceptual map(s) that conveys your recommendations for the future positioning of OnePlus in the marketplace and write a positioning statement(s) linking the chosen persona to the positioning strategy.

4. Evaluate the marketing mix (4Ps) of OnePlus. What improvements would you recommend to OnePlus' owners regarding its marketing mix relevant to the target segment(s) and positioning identified in Q2 and Q3? Recommended improvements should also consider whether OnePlus can remain true to its roots while growing into a bigger global player and what aspects of its brand and culture should be retained and what should be changed as it grows and evolves?

Attachment:- onplus.rar