Product details

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Authors: Winter Nie
Published by: International Institute for Management Development (IMD)
Originally published in: 2018
Version: 16.07.2018
Revision date: 04-Sep-2018
Length: 7 pages
Data source: Field research

Abstract

The founders of 1MORE came from Foxconn. The know-how and expertise they inherited from Foxconn helped lay solid foundations for 1MORE. 1MORE started as an Original Design Manufacturer of earphone and then built its own brand of earphone. The initial efforts to sell the self-owned brand headphones in the Chinese market were not so effective. Exploring a roundabout strategy, the company successfully introduced 1MORE headphones in the US market. The overseas recognition was an advantage it could leverage in the domestic market, yet it still faced fierce competition. What kind of marketing strategy should 1MORE adopt to break into the Chinese market?
Locations:
Size:
Small-sized company with about 200 employees
Other setting(s):
2013 - 2016

About

Abstract

The founders of 1MORE came from Foxconn. The know-how and expertise they inherited from Foxconn helped lay solid foundations for 1MORE. 1MORE started as an Original Design Manufacturer of earphone and then built its own brand of earphone. The initial efforts to sell the self-owned brand headphones in the Chinese market were not so effective. Exploring a roundabout strategy, the company successfully introduced 1MORE headphones in the US market. The overseas recognition was an advantage it could leverage in the domestic market, yet it still faced fierce competition. What kind of marketing strategy should 1MORE adopt to break into the Chinese market?

Settings

Locations:
Size:
Small-sized company with about 200 employees
Other setting(s):
2013 - 2016

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