OPPO, the mobile phone brand created by China’s BBK Electronics Corp Ltd (BBK), launched its second-generation foldable smartphones Find N2 & N2 Flip in December 2022. Find N2, available only in China, was priced at more than USD700 cheaper than Samsung’s Galaxy Z Fold 4. Market analysts predicted the global launch of OPPO’s Find N2 series would bring foldable smartphones to a much more accessible price point worldwide, and “truly take a bite out of Samsung’s market share”. In 2022, OPPO was China’s largest smartphone brand, and ranked fourth in the world. Following sanctions against Huawei by the US in May 2019, there was a reshuffling in the industry’s market leadership line-up. BBK, Xiaomi and Apple all gained market share. In 2021, BBK, the parent company of Vivo, OnePlus and Realme, surpassed Samsung’s longstanding position and became the world’s largest mobile phone company. In Q3 2021 OPPO merged with sister brand OnePlus in an expected market move. At the same time, OPPO, as BBK’s flagship brand was searching for strategic options to further its product and market dominance.
This business case study aims to provide students with valuable insights into business growth strategies, new market entry tactics, and competitive strategies. Through an in-depth analysis of OPPO's journey to success, students will develop a comprehensive understanding of the factors that have contributed to the company's rapid growth and its ability to carve out a niche in the highly competitive smartphone market.