OnePlus TechnologyCo., Ltd. is a Chinese consumer electronics manufacturer headquartered in Shenzhen, Guangdong Province, in the Tairan Building on the Chegong Templesubdistrict of Futian District. It was founded in December 2013 by Pete Lau and Carl Pei and is currently majority-owned by Oppo as its sole shareholder, which is a subsidiary of BBK Electronics along with Vivo, Realme, and iQOO.

The company is mainly known for manufacturing smartphones and officially serves 34 countries and regions around the world.


Let us look into the Overview of Oneplus and then we can move on to the SWOT Analysis of Oneplus.

Overview of Oneplus

OnePlus was founded on December 17, 2013, by the former vice president of Oppo Pete Lau and Carl Pei. According to Chinese public records, the only institutional shareholder of OnePlus is Oppo Electronics.

Lau denied that OnePlus was a wholly-owned subsidiary of Oppo, stating that Oppo Electronics, not Oppo Mobile (the phone maker), was a major investor in OnePlus and that they were “in talks with other investors”, although OnePlus has confirmed that it uses Oppo’s production line and shares some of its supply chain resources with Oppo.

The company’s main goal was to create a smartphone that balances high-end quality with a lower price than other phones in its class, as users would never settle for other companies’ inferior devices. Lau explained that “we will never be different just to be different. Everything we do has to improve the actual user experience in their daily usage.

The slogan of Oneplus is Never Settle.

The meaning of Oneplus

Oneplus means it is One Step Ahead Of Its Competitors.

Did You Know?

Initially, there were only a few members at OnePlus. Even a team leader went to the warehouse to help pack the phones before the launch.

SWOT Analysis Of Oneplus

The SWOT Analysis of Oneplus includes its strengths, weaknesses, opportunities, and threats. And in this reading of the SWOT analysis of Oneplus, we will examine this beauty and wellness company in terms of its internal and external factors.


S Stands For Strengths ( Internal Factor )

  • Beautiful design: The company does not hesitate to experiment with the design and choice of materials, which is primarily in favor of OnePlus.
  • Performance: OnePlus is known for being one of the companies that offer products with super-fast performance. Their products can run anything you throw at them, including basic web browsing, video playback, and even hardcore gaming.
  • Software: OnePlus has a special Android platform Oxygen OS, which sets its phones apart from other Android products. It looks so fantastic that most people fall in love with it at first sight, and offers many customization options for users. Also, OnePlus users will get free updates from OS for 2 years and security updates for 3 years from the date of purchase.
  • Diverse Product Portfolio of Oneplus: Oneplus has diversified its product range which includes mobile phones, watches, earphones, televisions, and other necessary accessories which has been witnessing impeccable growth just like Oneplus mobile phones.
  • Strong relationships With Suppliers:  As an established brand in the industry, Oneplus has strong relationships with its suppliers and other members of the supply chain.
  • Marketing: Oneplus has adopted one of the best marketing strategies by interacting with its audience by leverage social media and by promoting itself on Sacred Games ( Popular Web series on Netflix ).

Did You Know?

Robert Downey Jr was a brand ambassador for Oneplus Ltd Since 2019 After the release of Avengers End Game.

W Stands For Weaknesses ( Internal Factor )

  • Camera: The company’s products can sometimes produce inconsistent photos. The images tend to be overexposed, and the white balance can even be on a warmer side. These are the reasons why the customers can sometimes be not satisfied with their photos.
  • Lack of critical talent – Some believe that Oneplus suffers from a lack of critical talent, particularly in technology and digital transformation. Oneplus Smartphone is struggling to restructure processes in light of developments in Artificial Intelligence.
  • Change Of Focus: Oneplus was founded to offer Premium Quality smartphones at an affordable price. But now the price of Oneplus’ high-end smartphones varies from 50,000 to 70,000.
  • Organization Culture: It seems that the organizational culture of Oneplus Smartphone is still dominated by turf wars within different departments, which leads managers to keep information to themselves.

Even Oneplus Co-Founder Carl Pei has left the company in 2020 to start his Technology startup named Nothing


Also, Read the SWOT Analysis of Infosys, one of the largest tech companies in India.

O Stands For Opportunities ( External Factor )

  • Access to International Talent in Global Market: One of the challenges for the company is the limited access to the market for highly skilled talent as it has a limited budget. Expanding into the international market can help Oneplus tap into the international talent market.
  • New products, new features: New products with new features would attract more users. For example, the company’s phones currently do not have wireless charging features. However, most people attach great importance to this feature. So, if OnePlus makes products with wireless charging features, many more people will become users of the company.
  • Advances at Artificial Intelligence: Oneplus Smartphone can leverage developments in artificial intelligence to better predict consumer demand, target niche segments, a better recommendation system, and Good user experience.
  • Standardizing Products: Oneplus can capitalize on this market trend by reducing the number of product offerings in the market and focusing marketing efforts on existing successful products.
  • Influencers Marketing: Oneplus can promote them by leveraging influencer marketing strategy by partnering with popular Youtubers, Instagrammers and Film Actors.

T Stands For Threats ( External Factor ) 

  • Competitors: The company has many competitors, including the strongest brands Apple and Samsung. In order not to lose its position, OnePlus should always keep up with the trends and stay updated.
  • Government regulations: OnePlus should keep an eye on the rapidly changing government regulations, especially environmental and labor issues, under the growing pressure from protest groups and non-governmental organizations.
  • US-China trade relations: OnePlus has focused on China for its next phase of growth. However, tensions in trade relations between the two countries are increasing and could lead to more friction in international trade and rising costs in both labor and business expenses.
  • Cheap options: New brands selling equally competitive phones at a lower price, such as Xiaomi or Huawei, are another major challenge.
  • Data Privacy: Many countries are banning Chinese products because there are many allegations that Chinese brands are sharing data with Chinese Security Agencies, resulting in massive data breaches and potentially compromising the country’s security.

The US has banned Huawei from sharing data with the Chinese Government. And India has also recently banned over 100 apps, including Tencent, Alibaba, TikTok, and other popular brands, for Data Sharing.

SWOT Analysis Of Oneplus Key Takeaways

The SWOT analysis of Oneplus highlights where the brand currently stands and its threats in this era. Following the detailed SWOT analysis of Oneplus Here are Few Important Key Points.

  1. Great Software.
  2. Diversity Into Other Businesses
  3. Strong brand name.


Following the detailed SWOT analysis of Oneplus, we have few suggestions from Business Mavericks:

  1. Improve camera quality and other bloating issues.
  2. Improving in Ai.
  3. Pledging towards data Privacy of its users.

Oneplus STP & USP

  • Segment: People looking for affordable premium smartphones
  • Target Group: Middle, and upper-middle-class families who prefer smooth user experiences.
  • Positioning: Oneplus Never Settles.

Oneplus USP

Oneplus sells premium quality mobile phones at affordable prices.

Oneplus Competitors

  1. Samsung Group is a South Korean multinational manufacturing conglomerate headquartered in Samsung Town, Seoul, South Korea. It comprises numerous affiliated companies, most of which are united under the Samsung brand, and is the largest South Korean chaebol (business conglomerate). As of 2020, Samsung has the 8th highest brand value in the world.
  2. Apple Inc. is an American multinational technology company specializing in consumer electronics, computer software, and online services. Apple is the world’s largest technology company by revenue (totaling $274.5 billion in 2020), and as of January 2021, it is also the world’s most valuable company. As of 2021, Apple is the world’s fourth-largest PC company by unit sales and the fourth-largest smartphone manufacturer. The company is one of the Big Five U.S. information technology companies along with Amazon, Google, Microsoft, and Facebook.
  3. Xiaomi Corporation, registered in Asia as Xiaomi Inc, is a Chinese designer and manufacturer of consumer electronics and related software, home appliances, and household items. It is the second-largest manufacturer of smartphones after Samsung, all of which run the MIUI operating system, a variation of Android. In 2020, the company sold 146.3 million smartphones and as of August 2021, its MIUI operating system had over 450 million monthly active users. The company is also a major manufacturer of devices such as televisions, flashlights, unmanned aerial vehicles, and air purifiers that leverage the Internet of Things and the Xiaomi smart home product ecosystem. The name “Xiaomi” literally means millet and rice and is based on the Buddhist concept of starting from the bottom before striving to the top.
  4. Realme is an India-based Chinese smartphone manufacturer headquartered in New Delhi, India, and Shenzhen, China. The company was founded on May 4, 2018, by Sky Li (Li Bingzhong), who was formerly Oppo’s vice president and head of Oppo India. It was a spin-off from Oppo, which was jointly owned by BBK Electronics.
  5. Google Pixel: Google Pixel is a brand of consumer electronic devices developed by Google and running either Chrome OS or the Android operating system. The Pixel brand was launched in February 2013 with the first generation Chromebook Pixel. The Pixel line includes laptops, tablets, and smartphones, as well as a range of accessories.
  6. Vivo Communication Technology Co. Ltd, named Vivo in its logo, is a Chinese technology company based in Dongguan, Guangdong that designs and develops smartphones, smartphone accessories, software, and online services. The company develops software for its phones, which is distributed through the V-Appstore. The manager is part of its Android-based operating system, Funtouch OS in Global, Origin OS in Mainland China, and India. Vivo is an independent company and develops its products. It has 10,000 employees and has research and development centers in Shenzhen, Guangdong, and Nanjing, Jiangsu.

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This is Mohanraj Reddy✌️❤️ Creator at Business Mavericks & a Big Dreamer, Wanderlust, Music, & a Trader.

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