Micromax
Amit Kumar Burnwal(7A)
Micromax – The Indian consumer electronics MNC
Micromax is a rather big name today - in fact, it is the largest Indian mobile phone company. It is interesting to note that it took birth as a software company called Micromax Informatics Limited in the year 2000 by a group of four friends. - Rajesh Agarwal, Sumeet Arora, Rahul Sharma and Vikas Jain.
In 2008, Micromax entered the mobile phone market and just about managed to get a foot hold, with a 0.59% market share during the first half year of its existence. By the end of March 2010, its share was 6.24%.
Now it has 23 domestic offices across the country and international offices in Hong Kong, USA and Dubai. Presently, the company has about 1400 employees.
It is one of the leading mobile phone manufacturer in India as well as in the world .According to industry analysts, as of 2012, Micromax leads the Indian tablet market with a share of 18.4%, ahead of Samsung and Apple, and is the third largest mobile phone vendor in terms of volume. Also it is the 12th largest handset manufacturer in the world, according to global handset vendor market share report from strategy analytics.
SWOT Analysis
Strengths:
Innovative products and features- Marathon battery mobile phones with a 30-day battery life, phone which is programmable as a universal remote control, gravity phones are some of the features which have increased the popularity of the product.
Low cost of production – With its plants located in China, Micromax bears a low cost in production due to availability of labour at cheaper rates.
Effective promotion campaigns- Micromax has been promoting its products through famous celebrities and has also had tie ups with MTV.
Weaknesses:
Weak brand image in urban areas- Micromax has still not been able to establish itself well in the urban market as its main concentration had been on the rural population.
Perception of low-quality Chinese brand- Micromax has a manufacturing
Micromax – The Indian consumer electronics MNC
Micromax is a rather big name today - in fact, it is the largest Indian mobile phone company. It is interesting to note that it took birth as a software company called Micromax Informatics Limited in the year 2000 by a group of four friends. - Rajesh Agarwal, Sumeet Arora, Rahul Sharma and Vikas Jain.
In 2008, Micromax entered the mobile phone market and just about managed to get a foot hold, with a 0.59% market share during the first half year of its existence. By the end of March 2010, its share was 6.24%.
Now it has 23 domestic offices across the country and international offices in Hong Kong, USA and Dubai. Presently, the company has about 1400 employees.
It is one of the leading mobile phone manufacturer in India as well as in the world .According to industry analysts, as of 2012, Micromax leads the Indian tablet market with a share of 18.4%, ahead of Samsung and Apple, and is the third largest mobile phone vendor in terms of volume. Also it is the 12th largest handset manufacturer in the world, according to global handset vendor market share report from strategy analytics.
SWOT Analysis
Strengths:
Innovative products and features- Marathon battery mobile phones with a 30-day battery life, phone which is programmable as a universal remote control, gravity phones are some of the features which have increased the popularity of the product.
Low cost of production – With its plants located in China, Micromax bears a low cost in production due to availability of labour at cheaper rates.
Effective promotion campaigns- Micromax has been promoting its products through famous celebrities and has also had tie ups with MTV.
Weaknesses:
Weak brand image in urban areas- Micromax has still not been able to establish itself well in the urban market as its main concentration had been on the rural population.
Perception of low-quality Chinese brand- Micromax has a manufacturing