Micromax Mobiles

Micromax Mobiles

Parent Company

Micromax Mobiles

Category

Smartphones

Sector

Mobile Handsets

Tagline/ Slogan

Nothing like anything; Nuts Guts Glory

USP

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Micromax Mobiles

Micromax offers smartphones at affordable prices

Micromax STP

Segment

People looking for smartphones in India

Target Group

Urban middle and upper middle class in India

Positioning

Micromax offers new range of smartphones with the latest features

Micromax SWOT Analysis

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Micromax Mobiles

Strengths

1.Micromax provide smartphones with latest features at affordable prices 2.Good advertising and brand presence of Micromax have increased their presence 3.The phones come not only as smartphones but also basic phones targeting the low segment 4.Excellent distribution of Micromax phones have made them widely available

5. Celebrity brand ambassadors have helped the brand grow

Weaknesses

1. Limited market share of Micromax due to intense competition and less global presence2. Many phones in the market hence low brand differentiation and high brand switching

Opportunities

1. Smartphone and low-end phones market has become very competitive which has affected the business of Micromax 2. The brand can systematically expand its operations at a global level  3. Can be used as simple second phones as well as cheaper smart phones

Threats

1.Threat from low price from global brands can affect Micromax's business 2.Other lower end phones brands

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Micromax Mobiles

3. Changing technology can make the technology obsolete and affect operations

Competition

Competitors

1.Samsung Galaxy Series 2.Xiaomi Redmi 3.Maxx mobiles4.Lemon mobiles

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