OPPO smartphone brand the world in 2017

OPPO
Electronics Corporation (commonly referred as OPPO) is a Chinese consumer electronics
firm. One of the OPPO’s major product lines include smartphones. The OPPO was
established in China in 2001 and launched in 2004. The company has registered
the OPPO brand name in the worldwide. OPPO is now known primarily due to their
smartphones, mainly targeting younger generation with a small budget.

According
to IDC report, it was ranked as the number 16 smartphone brand the world in
2017 and was the number 12 smartphone brand in China in 2016. OPPO entered the
mobile phone market in 2008.

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The
OPPO R5, which was launched in November 2014, was at the time the world’s
thinnest smartphone. It is 4.85mm in thickness except for a slight bulge where
the camera lens is located. The R5 has a 2 000 mAh battery which can be charged
up to 75% in 30 minutes using OPPO’s own VOOC Flash Charging technology. The R5
uses a SnapDragon 615 octa-core processor, running at 2.1 GHz. OPPO began
shipping the R5 in the UK on 20 February 2015. One of OPPO’s older phones, the
Finder, previously held the record for the world’s thinnest smartphone.

Vision
and Mission of the company

OPPO
didn’t mention their vision and mission apparently. They already have mentioned
their brand philosophy behalf of that. As well as they say which their main
target is giving the best selfie experience to their customers. Bellow
paragraphs explain about their brand philosophy and related things under that.

At
OPPO, the company believe that true innovation is all about changing, renewing
or creating more effective products that make consumer life simpler. A core
part of OPPO’s company culture lies in its commitment to working with its fans
to develop and deliver the best products possible, through openness to customer
feedback at affordable price. OPPO’s
brand philosophy is summed up in the phrase “The art of technology”.
It conveys our business principles of honesty, integrity and ethics. They are
consistent in its determination to not only do things right, but also to do the
right thing in any given situation.

 

Strengths
and Weaknesses of the company

·        
Strengths

o  
OPPO has established itself well in
short amount of time in countries like China and India. Countries like China
and India have big population and they have a big amount of youngest people. So
OPPO easily can attract youngest people to their products because their main
target audience is youth.

o  
OPPO offers multiple models with
innovative design and features like Selfie Expert. Today world is changing by
day after day. All of us should change with the world. Unless we change,
automatically we out of the trend and also the competition. Always young
generation is like to change and it might be the main reason that OPPO is doing
a lot of innovations.

o  
The brand offers high end specifications
at affordable prices. For an instance, we can get high end memory and camera.
Usually they do a big manufacturing and due to that their unit cost is lower
than other competitors. So they can markup affordable prices for their products
and through that they can easily increase their sales volume.

o  
OPPO has marketed their brand well. For
an instance in India they have signed up with celebrities like Hritik Roshan,
Yuvraj Singh, Sonam Kapoor, Deepika Padukone and Siddarth Malhothra. When look
at the Sri Lankan market they have signed up with Sri Lankan famous cricketer
Angeleo Mathews.

o  
Company manufactures phones, Blu-ray
players and headphones. So already they have a variety of electronic products.

o  
OPPO’s parent organization BBK
electronics also owns Vivo and Oneplus which are also rising fast.

 

·        
Weaknesses

o  
Intense competition is faced by mobile
companies like OPPO.

o  
The brand does not have clear
differentiation from other smartphone brands in its segment.

o  
Always OPPO try to highlight their
selfie camera of the mobiles. They already use the term called as Selfie
Expert. They try to position and differentiate their products through that. But
in branding, use a physical feature to positioning some product is very dangers.

 

Existing
brand image

Brand
Image is how customers think of a brand. It can be defined as the perception of
the brand in the minds of the customers. Brand image develops over time. The
customers form an image based on their interactions and experience with the
brand. These interactions take place in many forms and not necessarily involve
the purchase or use of products and service.

Every
Company strives to build a strong image as it helps in fulfilling their
business motives. A strong brand image has following advantages.

·        
More profits as new customers are
attracted towards the brand.

·        
Easy to introduce new products under the
same brand.

·        
Boosts the confidence of existing
customers. Helps in retaining them.

·        
Better Business-Customer relationship.

Everybody
knows OPPO as a one of mobile phone brand. OPPO don’t have a long history.
Still they have only like 15 years’ history. But as a mobile phone brand,
OPPO’s brand image is good comparatively with others. OPPO’s brand image has
following characteristics.

·        
As soon as the brand of OPPO see, hear
or remind, automatically we are memorized a something about a mobile phone and
even selfie.

·        
Selfie is the most related feature of
OPPO brand. Now a day’s take selfies are a trend. Even people who like to take
selfies than the others, usually we say which there fancy or funny people are.
So OPPO has some fancy brand image as well.

·        
But consumers don’t think which OPPO as
a quality product. Most of people walk away from OPPO because they think it has
a cheap quality.

·        
OPPO don’t have some of above
advantages. They can easy to introduce a new version under the same brand name
because everybody knows about their brand. But they can’t boost the confidence
of their existing customers because they are not going to trust about the brand.
Even it might be badly affect to their better business customer relationship.

Business
spends most of their time, effort, and resources in building their brand
identity. They decide how their brand will look, how should the customer feel
when they contact with the brand, where should the brand be located in
consumers’ mind (Brand positioning), and other associations. This all, when
summed up, gives rise to a brand personality which eventually gives rise to the
brand image when the customer interacts with this brand.

Brand
heritage is an asset in building long term brand reputation, but equally,
brands must adapt and recognize that the market is changing and expect brand
evolution.

 

Brand Heritage

When
looking at this years, we can realize that OPPO has not a too longer heritage
or history. Which means it has around 16 years’ history.

But
as a brand, they have done a very good job within last decade. They became a
number one mobile brand in China and also they expanded their operations to
other countries like India, Malaysia, Sri Lanka, Pakistan and Bangladesh.

Finally,
Unless OPPO has not a long history, we think usually they did their operations
well due to their good performance in last decade.