Micromax †The Indian consumer electronics MNC

Micromax is a rather sizeable name today in fact, it is the largest Indian wide awake phone company. It is interesting to note that it took birth as a software company called Micromax information science curb in the year 2000 by a separate of four friends. Rajesh Agarwal, Sumeet Arora, Rahul Sharma and Vikas Jain. In 2008, Micromax entered the ready phone foodstuffplace place and just about managed to get a substructure hold, with a 0. 59% trade plow donation during the first of all half year of its existence. By the end of marching 2010, its donation was 6. 24%.Now it has 23 domestic help offices across the country and world(prenominal) offices in Hong Kong, ground forces and Dubai. Presently, the company has about 1400 employees. It is one of the leading fluid phone manufacturer in India as rise as in the world . According to attention analysts, as of 2012, Micromax leads the Indian tablet merchandise with a share of 18. 4%, ahead of Samsung and Apple, and is the third largest mobile phone vendor in terms of volume. likewise it is the 12th largest handset manufacturer in the world, agree to global handset vendor market share report from strategy analytics.SWOT Analysis Strengths innovational products and features- Marathon battery mobile phones with a 30-day battery life, phone which is programmable as a universal away control, gravity phones are some of the features which have accession the popularity of the product. Low cost of payoff With its lays located in China, Micromax bears a low cost in production overdue to availability of labour at cheaper rates. efficient promotion campaigns- Micromax has been promoting its products through famous celebri haulages and has as well as had tie ups with MTV.Weaknesses Weak brand image in urban areas- Micromax has still not been able to spend a penny itself fountainhead in the urban market as its master(prenominal) concentration had been on the rural population. Perception of low -quality Chinese brand- Micromax has a manufacturing unit set up in china which has strengthened this perception among people. Opportunities Increase incursion 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 brand name its presence felt on global dental plate eventually as it establishes itself in the domestic market.Threats change magnitude competition from local and international players- With well-established players like Nokia, Samsung, etc. Micromax faces a tough competition from these players. Replication of stock baby-sit by competitors- Micromaxs business model has been replicated by many new players which again locate 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 recom mended by its come along in order to allow the company to management on new product launches and product development.Micromax Informatics Limited has announced its foray into Maldivian telecom office through an exclusive partnership with Sense woodland Maldives (Pvt) Ltd. Objectives Objectives Present objectives 1. Focus on urban market at large On capturing major share of urban youth market, for next two long time Micromax needs to counseling on urban market at large like seiner citizens, physically injure 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 simoleons 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 help of this new plant, it pull up stakes be able to reach a market share of 20%. 2. Focus on internation al markets On making strong focus on rural market and urban market in India, Micromax needs to expand to international markets and enter into neighbouring Indian countries, south African countries etc. So we gain that Micromax has established its place as a market leader in phones and tablets, not only in India but internationally as well.