2. Introduction
• The mobile phone market in India is worth 190 million handsets annually.
Majority of the share is taken by Samsung, Motorola, L.G
• Among domestic firms, Micromax is promising brand. It started its operations
in 1991 as software design firm by Rajesh Agarwal but incorporated as a
company in 1998, and 3 more people joined Vikas Jain, Rahul Sharma, Sumit
Arora.
• when it branched out as a distributor of computer peripherals such as
PRINTERS, MONITORS, SCANNERS from manufactures such as dell, Sony, L.G
• Today it is a leading telecom company with 23 domestic offices and
international offices in hongkong, Dubai, Usa and Nepal.
5. SWOT ANALYSIS
Strength weakness
• Low cost of production
• Innovative products and features
• Well known brand in domestic market
• Strong national distribution channel
• Less investment in R&D
• Weak brand image in urban areas
• Perception of low quality Chinese brand
Opportunity threats
• entry into international market
• Increase penetration in urban market
• People are more focusing on smart mobiles
• Increasing completion from local and
international players
• Replication of business model by competitors
6. Different Strategy adopted by Micromax
Distribution strategy:
• We have two models of distribution strategy
• B2C(business to consumer)
• B2B(business to business)
Manufacturer Distributor Dealer Retailer Customer
manufacturer Corporate selling
7. Place Strategy:
• Micromax can place their products in some popular mobile
phone stores such as Sangeetha, Big c and big electronic
stores like Reliance digital, Croma, TMC store etc.….
• Also selling through online platform by collaborating with
Flipkart, Amazon etc.…
8. Promotion Strategy:
• Promotion strategy helps in brand recognition
awareness to people in both the markets.
• So, making people aware about product(Micromax) will
incur high promotional expenses in the terms of:
1. Broadcast media
2. Hoarding and bill boards
3. Sponsor for an event
9. Problems faced by Micromax
1. Entry into the mobile industry:
• Before entry of Micromax there are many big players captured the market like Nokia,
Samsung, sony.
• After deep study they entered into rural segment first then to urban market,
2. Sustainance and Innovation:
• Due to severe competition in the market it Is difficult them to sustain in the market,
they spend lot of money in R&D process and came up with new models.
3. Poor brand Equity:
• The reason for success of other companies are because of brand Equity.
• To build brand equity Micromax needs to differentiate themselves from others.
10. conclusion
• Micromax is gaining ground at a tremendous rate in the domestic as well as
global mobile market.
• There are showing a good sign in grabbing every possible opportunity there are
getting.
• If the strategies are implemented effectively, it may clinch up the ladder, to
become the leader in domestic market incoming few years
