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Answer these questions in a Word Document. Please double-space your text and use Times New Roman 12 point font. This should be 4 pages. If you cite the book, simply put (Lamb, Hair, & McDaniel, pg. XX) after the quote/paraphrase, and you don’t need a source cited page. Please do include a source cited page for any other sources you use.
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- What were the main factors accounting for the early success of OnePlus? Will these factors still be relevant as OnePlus moves into the mainstream/mass market?
- Which persona(s) from Exhibit 8 do you think form the most likely segment(s) to target for OnePlus’ expansion?
- Given your choice of target persona(s), what positioning would you recommend? What should “Never Settle” stand for in the future for this target persona(s)/segment(s)?
- For distribution channels and partners, should OnePlus stay online only or expand through physical retailers?
- Assume you have a marketing communications budget of $5 million. Looking at Exhibit 11, recommend a communications plan. Which media channels should OnePlus emphasize?
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