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Girish Jindal ² 071092 Ashutosh Yadav ² 071095 Robinder S. Wasu ² 071255 Rajat Gupta ² 071419 Harsh Mohan - 071458
What are Consumer Durables ?
The rapid rise in incomes will lead to an even faster increase in demand for consumer durables and expendables As a result, the ownership of goods will also go up significantly What will power this is the increased usage in different income classes.. «coupled with the rise in the size of the Great Indian Middle Class
Figures in µ000 .Demand Of Consumer Durables 1995-1996 276 1850 760 3437 2001-2002 788 3006 2599 6024 2005-2006 1560 4335 4663 8727 2009-2010 3466 6774 8369 13149 Car Refrigerators Motorcycles White Goods -.
Growth Of Mobile Phones In INDIA .
Services in ~ 5000 cities & towns. Revolutionary steps taken by the government. & even ~1 lakh villages. Easy availability. 4-5 million people buy mobile phones every month.Contd«. Mobile is the primary driver of growth.. .
Industry is expected to reach a size of Rs 3. .44.921 crore by 2012 Growth rate of over 26 %. Generate employment for about 10 million.Contd« 584 million mobile phone connections as of March 2010.
69% of population by 2012.06 million (Dec 2009) y Broad Band Subscription: 7.Few Statistic of Indian Communication y Telephony Subscribers (Wireless and Landline): 562. .15 million (Dec 2009) y Land Lines: 37.20 million (Dec 2009) y Teledensity: 47.89% (Dec 2009) y Projected teledensity: 893 million.83 million (Dec 2009) y Monthly Cellphone Addition: 19.21 million (Dec 2009) y Cellphones: 525. 64.
NOTHING LIKE ANYTHING .
The ideology(MM·s) stems from its rooted belief in 'Innovation' and delivering "nothing short of the best". .Vision To develop path-breaking technologies and efficient processes. enliven customer aspirations and continue to make Micromax a trusted market leader amongst people. To incubate newer markets.
three more people Sumit Arora. . Rahul Sharma and Vikas Jain joined Micromax as cofounders.History It was founded in 1991 by Rajesh Agarwal as a distributor of computer hardware for brands like Dell. HP and Sony. In 1998.
Sumit Arora.Contd« Contd« Introduced Micromax Mobiles in the year 2008 in India by Rajesh Agarwal. Rahul Sharma and Vikas Jain. .
In a village in the eastern part of the country. .The Entrepreneurial IDEA On a hot summer afternoon in 2007. The villagers' homes didn't have electricity. they watched people line up next to a man with a car battery strapped to the back of his bicycle and hand him a few rupees to plug their cell phones in for a half hour's worth of charge. executives at a small Indian pay phone company called Micromax noticed a curious sight.
and tweaked electronics that made the phone run for as long as five days. . a small screen. the X1i. Less than a year later Micromax sold its first cell phone. and on standby for as many as 30 days. It came with an oversized battery.
based in Gurgaon.Micromax ? Micromax. Designing in India and manufacturing with partners in China. . Dubai and now in Nepal. Introduced 37 phones in just over a year and a half. USA. Micromax has 23 domestic offices across the country. International offices in Hong Kong.
Company plans to increase their stores to 70.59% average. Micromax made its debut in 1991 but it presence has been felt majorly in few previous years. Currently there are more than 40. Company entered market in March 2008 in which it had a market share of meager 0. .000 stores.000 . Serious developments and rise was seen in the year of 2008 when the company entered Indian Cell phone handsets market.
.STRATEGIES Their marketing strategy: focuses on the unique functionalities to further develop their reputation innovation.
2010 they have sold more than 30 distinct mobile handset models. . They believe that their product development capabilities have enabled them to establish themselves as an innovative Indian mobile handset company. Since their entry into the Indian mobile handset market in March 2008 they have introduced more than 40 distinct mobile handset models and as of August 31.
Contd« They differentiate themselves from their competitors through : innovation design use of advanced technologies in-depth understanding of rapidly changing consumer preferences . .
Growth Stability The Grand Strategies Combination Retrenchment .
500 crore worth of phones annually. It sells anywhere from 700.000 to one million mobile phones every month. Market share of 6 % after Nokia (62 %) and Samsung (8 %). . according to research firm IDC with a stable growth rate of 4. Selling nearly Rs.1%.Combination Strategy Uses growth as well as stable strategy Micromax in 2010 is now India·s third-largest GSM mobile phone vendor.1.
6 1.0 10.4 -2.0 -3.9 1.0 1.2 17.4 1.4 4.9 --2.Contd« Company 2008-09 2009-10 Growth/ Decline (in percentages) -11.9 4.7 0.4 5.5 3.9 3.0 5.8 7.3 3.1 1.9 3.1 .1 3.0 5.0 3.0 -3.8 Nokia Samsung LG Micromax Spice Mobiles Karbonn Sony Ericson ZTE Huwaii Motorola Other companies 64.0 4.5 52.5 2.0 --6.7 1.
Competitive Strategy .
Cost Leadership They believe that consumers in India have unique preferences with respect to mobile handsets if available at affordable prices such as Long battery life Dual GSM capability Low-cost QWERTY phones Universal remote control Gaming phones .
Strengths Low cost³about 30 per cent cheaper than MNC equivalents. Cater the needs of customers in the ¶Best· & ¶Cheapest· way possible. some of them better than global models. High on features. Easy availability to all areas urban as well as rural. Effective Advertisement. Will offer latest features like 3G. . Android at a fraction of MNC costs.
design often not up to the mark.Weakness Quality. materials could erode price advantage . most companies are primarily importers Government rules on components. use primitive software Servicing could be an issue.
As the fastest growing telecommunications industry in the world. Targeting the high end customer.Opportunities Ever increasing mobile demand. New technologies like 4G still not available in India. . it is projected that India will have 1. For mobile we have 400 million-plus users.159 billion mobile subscribers by 2013.
. Lemon Mobile etc. Technology is changing on a daily basis. LAVA Mobile.Threats Ever increasing competition with same traits (eg. . so can loose the race where ¶to be the first is everything·.) Big players catching up with cost differentiation of Micromax.
Recognition and Awards Micromax is now India·s third-largest GSM mobile phone vendor with a market share of 6 % after Nokia & Samsung .
. Recognized as a Major Challenge for Nokia & Samsung Mobiles. Awarded the Most Impactful Launches in 2010 by Pitch India.
number of mobile phones will exceed the number of people in the country by 2022-23.Future« Predictions: diffusion of mobile phones will continue till 2012-13. Total mobile phone demand is projected to increase from 90 million in 2005-06 to 433 million in 2010-11 and nearly 900 million in 2015-16. . 71 mobile phones per 100 inhabitants in India at the end of year 2015-16.
said an analyst with a Mumbai based broking firm. Already it has launched some 43 models in the market with at least 3 more by the end of 2010.000 crore. . "The company has registered a phenomenal growth and may be looking to raise this kind of money to open its own production plant in India". Thus Micromax has a lot of scope in the coming future. Associates infused $45 million (Rs 204 crore) in Micromax valuing the company a little above Rs 1.
Micromax mobile phones remain at the top spot today in India giving other international brands surely a tough time.Our Verdict The company has nearly two decades of expertise and continuous research in India and strives to remain as the vanguard of technological advancement in the country in the quickest way possible. .
. Dual Sim etc.) in the most effective way is what has made them succeed this far and will continue doing that.µ says Vikas Jain founder of Micromax Mobile. ´We are not the poor cousins of Nokia. This is the attitude that has brought them this far and will take them further. qwerty keypad. Their strength to cater the needs of customers(battery life.
.The Bottom Line Micromax is gaining market share in India by making cheap phones with long battery life and offering other features local consumers want.
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