NAME : MISS VIDHI LALIWALASTD : SYBMSROLL NO : 2005SUBJECT : STRATERGIC

MANAGEMENTTOPIC : MICROMAXPROFF : SHWETA MAMYEAR : 2014-2015.

Micromax is an Indian  consumer electronics company . It is a private limited company.

9th largest mobile handset manufacturer in the World.

Micromax started it’s journey as a software company since 1999, located in Gurgaon, Haryana, India.

In 2008, it entered mobile handset business.

It has become The largest Indian domestic mobile handsets company in 2010.

INTRODUCTION

Micromax is one of the leading Indian Telecom Company. 23 domestic offices across the country and international offices in Hong Kong, it has around 1900 employees.

working place of micromax

Revenue US$ 626 million (2012)

Rahul sharma

Sumeet Arora

Vikash jain Rajesh

agarwal

Founders of Micromax

Product of the company

mobiles

LED televisions

Tablets

Data card

30 DAYS, battery backup mobile, add Micromax states,

Micromax sells around 1.3 million mobiles handsets every month, with a presence in more than 500 districts through 100,000 retail outlets in India.

Percentage of market share

Micromax entered in tablet industry

o Launched funbook on April 3, 2012, an android 4.0 ice cream sandwich tablet with 7- inch capacitive display.

o Micromax has launched the Canvas Tab P650 Android tablet. Making it the first tablet in the canvas series.

Micromax in TV market Micromax come in television market

with the launch of LED TV 24-inch to 55-inch range.

Micromax has set up a one lakh square feet manufacturing.

It has production capacity of 2,000 LED per day.

Led TV of 24 inch from micromax market price ₹ 15,990 and full HD smart TV 55 inch ₹ 1,29,990 .

Strengths 1. Low cost of production.

2. handsets up to 30 days long battery backup in mobile handset.

3. It has provide full HD/3D display in TV and mobile.

4. Aspirational qwerty keypad handset.

5. Operating 3G handsets in segment.

WeaknessMicromax has still not been able to

establish itself well in the urban market.

Micromax has a manufacturing unit set up in china which has sink the name of micromax.

Total turnover is less than Samsung.

It has much not good brand value the customer mind as it’s competitors have.

opportunitySince Micromax has not yet entered

urban market, it has a very huge opportunity to establish itself in urban market.

Micromax has capacity to make production at global stage. it establishes itself in the domestic market.

It should entered in laptop/computer market.

Micromax faces a tough competition from these players Samsung, Sony etc.

Micromax’s business model has been replicated by many new players which again pose a threat to Micromax.

Customer assumes it’s product as china product.

Threats

Strategies Currently Micromax is dominating the rural

market. They are basically catering to the need of the customers of the rural area.

It’s market strategy is to improve the visibility in the urban markets also building brand image.

low-cost QWERTY phones, universal remote control and gaming phones. it is coming out with new models,

It’s Strategy focuses on innovating, designing and using the latest technologies to develop products at affordable prices. 

OBJECTIVES1. Focus on urban market specially youth 18-25

years

2. As smart phone is going to be the future of mobile market, Micromax has started focusing on smart phones as well as tablets

3. On capturing major share of urban youth market, for next two years Micromax needs to focus on urban market at large

4. Focus on expand to international markets and enter into neighboring Indian countries, south African countries etc.

5. Micromax aims to be a company with a double digit market share by 2014,

Comparison between micromax & samsung

BRAND AMBESDEROF MICROMAX

Akshay Kumar

CASE STUDY

Mac Dv/s

Indian belives