Micromax Case Study
A report
Submitted to Instructor: Prof. Ashis Mishra
In partial fulfillment of the requirements of the course
Marketing Management On
30-July-2014
By
Group No 10, Section C
Chaitanya, 1411150
Himanshu Singh 1411159
Ravi Kant Singh 1411182
Yogesh Shivange 1411191
Tara Chand Khorwal 1411200
INDIAN INSTITUTE OF MANAGEMENT, BANGALORE
Table of Contents
1.
Introduction
2
2.
Business Model
2
2.1. Primary Activities
2.1.1. Inbound Logistics and Operations
3
2.1.2. Outbound Logistics and Customer Service
3
2.2. Support Activities
4
3
Marketing Strategy Framework
3.1. External Environment Scanning
5
3.2. Internal Environment Scanning
5
3.2.1. SWOT Analysis
5
4
Marketing
7
5
References
9
Introduction
Micromax (Micromax Informatics Limited) is one of the leading consumer Electronics Company in India. It is a non-listed private limited company headquartered at Gurgaon, Haryana. The company is in the business of manufacturing Mobile Telephones, Data-Cards, Tablets, and LED Televisions. But in our study, we will be focusing mainly on the mobile handset business.
Micromax started as an IT software company in 2000 and worked on embedded platforms. It was founded by Vikas Jain, Rahul Sharma, Rajesh Agarwal and Sumit Kumar. It entered the mobile handset business in 2008, and became one of the largest Indian domestic mobile handsets company operating in low cost feature phone segments by 2010. Micromax is currently the 2nd largest smartphone company in India and the 10th largest mobile phone player in the world.
Since its inception, Micromax has led the pioneering of mobile technology in India by offering affordable innovations through their products and thus enabling large scale adoption of advanced mobile technologies.
Micromax offers a wide range of products with many new features which are first of its kind. It was the first to introduce: Handsets having 30 days battery backup, Handsets with Dual SIM/Dual Standby, Handsets
Submitted to Instructor: Prof. Ashis Mishra
In partial fulfillment of the requirements of the course
Marketing Management On
30-July-2014
By
Group No 10, Section C
Chaitanya, 1411150
Himanshu Singh 1411159
Ravi Kant Singh 1411182
Yogesh Shivange 1411191
Tara Chand Khorwal 1411200
INDIAN INSTITUTE OF MANAGEMENT, BANGALORE
Table of Contents
1.
Introduction
2
2.
Business Model
2
2.1. Primary Activities
2.1.1. Inbound Logistics and Operations
3
2.1.2. Outbound Logistics and Customer Service
3
2.2. Support Activities
4
3
Marketing Strategy Framework
3.1. External Environment Scanning
5
3.2. Internal Environment Scanning
5
3.2.1. SWOT Analysis
5
4
Marketing
7
5
References
9
Introduction
Micromax (Micromax Informatics Limited) is one of the leading consumer Electronics Company in India. It is a non-listed private limited company headquartered at Gurgaon, Haryana. The company is in the business of manufacturing Mobile Telephones, Data-Cards, Tablets, and LED Televisions. But in our study, we will be focusing mainly on the mobile handset business.
Micromax started as an IT software company in 2000 and worked on embedded platforms. It was founded by Vikas Jain, Rahul Sharma, Rajesh Agarwal and Sumit Kumar. It entered the mobile handset business in 2008, and became one of the largest Indian domestic mobile handsets company operating in low cost feature phone segments by 2010. Micromax is currently the 2nd largest smartphone company in India and the 10th largest mobile phone player in the world.
Since its inception, Micromax has led the pioneering of mobile technology in India by offering affordable innovations through their products and thus enabling large scale adoption of advanced mobile technologies.
Micromax offers a wide range of products with many new features which are first of its kind. It was the first to introduce: Handsets having 30 days battery backup, Handsets with Dual SIM/Dual Standby, Handsets
References: 1. http://www.micromaxinfo.com/about-us 2. http://www.infodriveindia.com/india-import-data/micromax-import-data.aspx 3. http://www.consumerlaw.in/delay-in-micromax-service/ 4. http://www.ta.com/News/Micromax-Announcement.aspx 5. http://ibnlive.in.com/news/bribery-case-micromax-mobiles-founder-6-others-sent-to-7day-cbi-custody/412830-7.html 6. http://www.bsnlteleservices.com/2012/07/bsnl-3g-usb-data-card-huawei-teracom_22.html 7. http://forbesindia.com/article/boardroom/can-micromax-become-indias-leading-smartphone-maker/36577/0 8. http://articles.economictimes.indiatimes.com/2013-05-03/news/39009577_1_ceo-deepak-mehrotra-crore-revenues-micromax