ONE PLUS – “NEVER

SETTLE” (IN BCG MATRIX)

One plus Technology (Shenzhen) Co., Ltd., commonly referred to as One Plus, is a
Chinese manufacturer headquartered in Shenzhen, Guangdong.
It was founded on 16th December 2013 by Pete Lau & Carl Pei.
As of 2020, One Plus has a revenue of US$1.4 Billion thus falling under the unicorn
category.
The Industry it operates is consumer electronics. Its main competitors are Samsung,
Apple and Google Pixel among many others.
One Plus has a motto – “Never Settle” which is all about getting maximum value
for your money without having to pay through the nose for the product.

REFERENCES:
(1) https://en.wikipedia.org/wiki/OnePlus
(2)https://www.deccanchronicle.com/technology/mobiles-and-tabs/020518/never-settle-oneplus-promises-to-stick-with-
its-motto.html
 MARKET SHARE

Market share of One Plus is quite high. It currently occupies the 1st place in the smart phone industry with 33% market share
in 2019 in India followed by Samsung(26%), Apple(25%), Google Pixel(10%) and other competitors occupy 6% market share.

MARKET SHARE
= (Total revenue of the company/Total revenue of the Industry)*100
= (5000/15152)*100
= 33%

(Estimated Revenue of One Plus MARKET SHARE

in 2019 was 5000M and
6%
estimated Total industry ONE PLUS
revenue was 15152M.) 10%
33% APPLE

REFERENCE:
(1) https://gadgets.ndtv.com/mobiles/news/ SAMSUNG
oneplus-led-indian-premium-smartphone-
market-in-2019-counterpoint-2174608 26% GOOGLE PIXEL

OTHERS

25%
 MARKET GROWTH
One Plus showed quite a high market growth of 230% from 2018 to 2019 and has
maintained an increasing growth rate over the years as shown in the diagram below.
Revenues (in Rs. millions) of 2016, 2017, 2018 and 2019 are 300M, 379M, 1500M & 5000M
respectively.
[MARKET GROWTH = (Present Value – Past Value)/Past Value*100]

REVENUE(in Rs.Millions)
6000

5000

4000
REVENUE(i
3000 n
Rs.Millions)
2000

1000

0
2019 2018 2017 2016

REFERENCE: https://www.google.co.in/search?sxsrf=ALeKk01bS6Zxi7lFpocraZhhZrXxKrKA4g
%3A1601642527447&source=hp&ei=HyB3X5OCGYu7rQHSzYfwAg&q=revenue+of+one+plus+in+2019+in+india&o
q=revenue+of+one+plus&gs_lcp=CgZwc3ktYWIQARgAMgQIIxAnMgQIIxAnMgQIABANOgUIABCRAjoFCC4Qs
QM6CAguELEDEIMBOggIABCxAxCDAToFCAAQsQM6AggAOgUIABCSAzoCCC46BggAEBYQHjoICAAQFhAK
EB5Q4_cBWKasAmD3wQJoAHAAeACAAbwBiAHlFJIBBDAuMTmYAQCgAQGqAQdnd3Mtd2l6&sclient=psy-ab
 BCG MATRIX
The BCG Growth-Share Matrix is a portfolio planning model developed by Bruce
Henderson of the Boston Consulting Group in the early 1970s. It is based on the
observation that the company’s units can be classified into four categories based on
combination of Market Growth and Market Share relative to the largest competitor.

The four categories are as follows:

(1) STARS: Products having High Growth
& High Market Share.
(2) QUESTION MARKS or PROBLEM
CHILD: Products having
High Growth but Low Market Share.
(3) CASH COWS: Products having Low
Growth Rate but High Market Share.
(4) DOGS: Products having Low Growth
as well as Low Market Share.

REFERENCE: http://www.netmba.com/strategy/matrix/bcg/
POSITION OF One plus in bcg
matrix
 CONCLUSION
With the information gathered it can be concluded that One Plus falls under the STARS category in the
BCG Matrix because of its high growth rate and high market share.

Even during the global pandemic situation that happened in the year 2020 due to COVID-19, One Plus
still has maintained its position as No.1 in the Indian smart phone industry. So its safe to forecast that in the
future also One Plus will be a premium Star Category company in India.

Thank you,
Gaurav Singhal
Girija Govind Mutha
Shivam Bhatia
Ujjaini Bhowmik
Yalamarthi Ramya