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Case Details |
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Case Code: BSTR513
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| Case Length: 16 Pages |
| Period: 1995-2017 |
| Pub Date: 2017 |
| Teaching Note: Available |
| Price:Rs.500 |
| Organization :OPPO Electronics Corp. and Vivo Communication Technology Co. Ltd. |
| Industry :Mobile Industry |
| Countries : China, India, Global |
| Themes: Business strategy |
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OPPO and Vivo-‘Offline Retail Strategy’ Pays Off |
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INTRODUCTION |
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In February 2017, China-based global mobile phone company, OPPO Electronics Corp. (OPPO), revealed a phone camera on a prototype mobile phone that could zoom in to an image up to five times without any loss in picture quality. Analysts believed that the feature could bring about a sea change in phone photography and greatly enhance the demand for the OPPO phones in which it was incorporated.
When OPPO and its sister company Vivo Communication Technology Co. Ltd. (Vivo) entered the Chinese smartphone market in 2011, they were considered to be late entrants in a market dominated by global smartphone giants. In the mobile phone market, where players were heavily focused on selling phones through online channels, both brands quickly realized that there was a large untapped potential for sales through ‘offline retail channels’
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