Micromax †The Indian consumer electronics MNC

Micromax is a rather big name nowadays in fact, it is the big(p)st Indian industrious phone come with. It is interesting to none that it took stand as a softw ar company called Micromax Informatics Limited in the stratum 2000 by a group of four friends. Rajesh Agarwal, Sumeet Arora, Rahul Sharma and Vikas Jain. In 2008, Micromax entered the mobile phone grocery store and just about managed to get a butt hold, with a 0. 59% securities industry share during the first half year of its existence. By the end of March 2010, its share was 6. 24%.Now it has 23 home(prenominal) 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 legal injury of volume. Also it is the 12th largest handset manufacturer in the world, according to international handset vendor market share report from strategy analytics. deck out Analysis Strengths Innovative products and features- Marathon stamp 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 toil With its plants locate in China, Micromax bears a low cost in production collect to availability of labour at cheaper rates. Effective promotion campaigns- Micromax has been promoting its products through renowned celebrities and has also had tie ups with MTV.Weaknesses Weak brand image in urban areas- Micromax has still not been able to ease up itself well in the urban market as its main concentration had been on the rural population. cognition of low-quality Chinese brand- Micromax has a manufacturing unit set up in china which has strengthened this perception among people. Opportunities Increase penetration in urban market- Since Micromax has not yet entered this market it has a very huge opportunity to establish itself in this market. Entry into international markets- Micromax has the potential to make its presence mat up on global scale eventually as it establishes itself in the domestic market.Threats Increasing competition from local and international players- With well-established players like Nokia, Samsung, etc. Micromax faces a tough competition from these players. Replication of business model by competitors- Micromaxs business model has been replicated by many new players which again chafe a threat to Micromax. IPO offerings On July 28, 2011, Micromax withdrew its 4. 66 billion rupees (about $106 million) initial public offering (IPO) due to volatile market conditions. The withdrawal was recommended by its board in order to allow the company to centralise on new product launches and product development.Micromax Informatics Limited has announced its disinvest into Maldivian telecom space through an exclusive partnership with Sense timber Maldives (Pvt) Ltd. Objectives Objectives Present objectives 1. Focus on urban market at large On capturing major share of urban youth market, for next devil years Micromax needs to focalise on urban market at large like seiner citizens, physically handicapped etc. 2. Focus on smart phones as well as tablets Micromax needs to continue focus on smart phones and launch more products and also it needs to focus on tablet market. For 2014 1. To start new plant and reach market share of 20%To increase market share, it is essential to increase production capacity. Micromax has plans to start a new plant in Tamil Nadu. With the inspection and repair of this new plant, it will be able to reach a market share of 20%. 2. Focus on international markets On qualification strong focus on rural market and urban market in India, Microm ax needs to expand to international markets and enter into neighbouring Indian countries, southwestward African countries etc. So we see that Micromax has established its place as a market leader in phones and tablets, not only in India but internationally as well.