has become the third largest smartphone manufacturer just behind technology giants Apple and Samsung (Appendix B). Introduction This essay will discuss the marketing mix‚ a combination of marketing tactics which consist of four elements known as the 4Ps- product‚ price‚ place‚ and promotion that is derived from the marketing strategy of the company (Kotler and Armstrong‚ 2012) and the efforts made to adapt each mix to reach it ’s intended audience in a foreign market. Price Xiaomi aims to provide
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Executive Summary……………………………………………………………………………………………………………2 2. Introduction…………………………………………….………………………………………………………………………..3 i. The Industry ii. Indian handset market iii. Cellular phone penetration iv. Growth of Indian telecom industry v. Micromax History vi. Rationale for choosing the brand; 3. Situational Analysis…………………………………………………………………………………………………………5 i. SWOT ii. Porter Analysis 4. Market Objectives ………………………………………………………………………………………………………….12 i. Mission ii. Marketing objectives
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on Brand(2012) 8 Figure 3: Smart Phone v/s Feature Phone sales 2006-11 8 Figure 4: Mobile Phone Brand Share 2008-2011 9 Figure 5: India v/s Global YOY Growth Of Smartphone Sale(2008-11) 9 3. KEY PLAYERS IN SMARPHONE SEGMENT :- 10 4. 4Ps OF MARKETING :- 18 Figure 6: Sales based on Distribution Format 19 Figure 6: Graph of Sales based On Distribution Format 19 5. FUTURE PLANS & ANALYSIS :- 20 Figure 7 : INDIA v/S GLOBAL MARKET 21 6. REFERENCES :- 22 • http://sparkwiz
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steps to consolidate the same brand References: http://business.in.com/article/work-in-progress/micromax-mobile-advantage/10472/1 http://www.forbes.com/2010/03/02/forbes-india-micromax-challenges-nokia_4.html http://www.livemint.com/2010/02/08221833/Micromax-challenges-Samsung-L.html http://www.micromaxinfo.com/aboutus.php [pic] [pic] Case Study: Micromax Mobile Brand personality: The Micromax mobile made its mark in Indian market in 2008 which is currently being dominated by Nokia who is the
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local and international companies shall be interested in setting their foothold in this lucrative market. Mobile phone industry is further divided as mobile Phone Instrument (Nokia‚ Samsung‚ LG‚ Sony Ericsson‚ Motorola and other local players like Micromax‚ Karbon‚ Spice‚ etc.) and Mobile Phone Service (Airtel‚ BSNL‚ Reliance‚ TaTa Idea‚ Hutch and others). Both sectors are witnessing fierce competition in pricing and offering extra features and attractive promotional activities is also common to all
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Michael Porter is a Professor of HBS . He established that A firm’s relative position within its industry determines whether a firm’s profitability is above or below the industry average. The fundamental basis of above average profitability in the long run is sustainable competitive advantage. There are two basic types of competitive advantage a firm can possess: low cost or differentiation. The two basic types of competitive advantage combined with the scope of activities for which a firm seeks
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Micromax Micromax is an Indian consumer electronics company located in Gurgaon‚ Haryana‚ India. It focuses on the manufacturing of mobile telephones‚tablets‚ data cards and LED televisions. It has 23 domestic offices across the country and international offices in Hong Kong and Dubai.[5][6]Presently‚ the company has about 1900 employees. In 1991 Micromax focused on reselling and distribution of hardware equipments and as an IT software company in the year 2000 working on embedded platforms. In
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The history of Micromax (2011-12 revenue: Rs 1‚978 crore or Rs 19.78 billion)‚ which ventured into the mobile phone market in 2008‚ is one of the most fascinating success stories in the Indian consumer electronics industry. In barely five years‚ the company has come to occupy the third position (by volume) in the mobile handset market in India and is at No. 12 globally. It leads the Indian tablet market with a share of 18.4 per cent‚ ahead of veterans Samsung and Apple. The Gurgaon-headquartered
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SCM of Research In Motion & Micromaxx India An assignmemt of Supply Chain Management Submitted to Ms. Hemlata Madam Faculty (S.R.Luthra Institute Of Management) BY Farhan 118050592017 Asmita 118050592050 March 20‚ 2013 BlackBerry BlackBerry is committed to ensuring that the management of supply chain activities is socially and environmentally responsible. As a multinational company it recognizes that supply chain operations reach many parts of the globe
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A PROJECT REPORT ON Brand Preference of Mobile Phones Among the Students of Indian School of Mines Submitted To: Department of Management studies Submitted By: NAME: KOTA NAVANEETH Admission No. - 2009JE0502 MINING ENGG. WITH MBA (X-Semester) |Page ACKNOWLEDGEMENT When I embarked this project‚ it appeared to me as onerous task. Slowly as I progressed I did realized that I was not alone after all. I wish to express my gratitude to Prof. D.C. Panigrahi‚ director‚ Indian school
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