Micromax Marketing Strategy

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Marketing Project

BM 2010-2012

Group 9

Product – Micromax Mobile

CONTENTS

a. Objectives

i. Corporate Objective.........................................................................................3

ii. Marketing objective

1. Volumes & Profits...............................................................................4

2. Time frame.........................................................................................4

3. Customer Retention...........................................................................4

4. Intermediary Retention......................................................................4

b. Situation Analysis

i. Product Definition...........................................................................................5

ii. Competitor Definition.....................................................................................6

iii. Category Analyses

1. Aggregate Market Factors

a) Growth..................................................................................7

b) Stages in Product Lifecycle....................................................8

c) Sales cyclicity and seasonality...............................................10

d) Profits....................................................................................10

2. Category Factors

a) Threats of new entrants........................................................10

b) Bargaining power of suppliers...............................................11

c) Bargaining power of buyers...................................................11

d) Pressures from substitutes....................................................11

e) Category capacity...................................................................12

f) Current rivalry........................................................................12

3. Environmental factors

a) Technological........................................................................13

b) Political..................................................................................13

c) Economic...............................................................................14

d) Social.....................................................................................14

e) Legal......................................................................................15

iv. Company and Competitor Analysis

1. Product features matrix.....................................................................16

2. Objectives...........................................................................................17

3. Strategies............................................................................................17

4. Marketing mix....................................................................................19

5. Value chain.........................................................................................23

6. Differential advantages for competitors

a) Ability to design new products..............................................24

b) Ability to finance....................................................................25

c) Ability to market....................................................................25

7. Expected future...
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