Scenario OnePlus started with the slogan Never Settle providing high-end products at lower-end prices. Over the years, it grew significantly in a highly competitive market. Recently, the company merged with Oppo, resulting in some competitive advantages such as access to all the Oppo stores and resources. However, it also caused some negative perceptions as well, especially around the job cuts. OnePlus is still a relatively newer company that launched less than a decade ago, competing with companies like Samsung and Apple, which are now some of the largest companies not just in their own sector but in any sector. Several things are happening at the company, including the merger and the departure of the co-founder Carl Pei who made the brand so successful through clever marketing. This brings OnePlus to a strategic crossroads.

Set out a strategy for OnePlus, considering the scenario presented above, in terms of their strategic intent, the strategic options available and how they might be executed.