SAGAR (M.P)

2013-2014

A

PROJECT REPORT ON

“COMPANY PROFILE OF MICROMAX”

For the partial Fulfillment of the Degree of Bachelor of Business Administratio

UNDER GUIDANCE OF: SUBMITTED BY:

Mr. C.S. Sharnagat Pooja Yadav

(Lecturer B.B.A) B.B.A 2nd Sem

Roll No:- BBA/13/10

ACKNOWLEDGEMENT

It is a great opportunity for me to express my sincere

thanks to Dr. J.P.N Pandey (Principal) and Dr. Anand Tiwari

(H.O.D), Dr. Naveen Gidion (H.O.D)Govt. Girls Autonomous P.G.

College of Excellence.

I would like to express my sincere thanks and

indeptness to Mr. C.S Sharnagat for suggesting me formal methodology

to conduct the survey to prepare the report.

I am very thankful to all staff of my Faculty who support me

in the preparation of my project. Finally, I would like to thank my

parents, my friends and whole staff of Management department without

whom the completion of the project would not have been possible.

POOJA YADAV

B.B.A 2nd SEMESTER

Batch No. 5

DECLARATION

I declare that the project report titled “A PROJECT

REPORT ON COMPANY PROFILE OF MICROMAX” is my

own work conducted under the supervision Mr. C.S.Sharnagat

Govt. Girls Autonomous P.G. College of Excellence. To the best

knowledge the report does not contain any work which has been

submitted for the award of any degree, any where.

Signature of the Candidate

POOJA YADAV

B.B.A 2nd SEMESTER

Batch No. 5

PREFACE

The project on “COMPANY PROFILE OF

MICROMAX” services was allotted me by the department of

business management, Govt. Girls Autonomous P.G. College of

Excellence. The main aim of this project is to familiarize the

B.B.A. students with the life scenario of the particular products.

This survey report is fully based on primary

sources of data. Survey method in the form of questionnaire and

in depth interview is conducted.

I tried my best to explore the truth in my

survey report and reality regarding the survey and

understanding practical way of work.

POOJA YADAV

B.B.A 2nd SEMESTER

Batch No. 5

CERTIFICATE

The project report on “COMPANY PROFILE ON

MICROMAX” in Sagar city prepared by Ms. Pooja Yadav

student of B.B.A. 2nd Sem for the partial fulfillment of the degree

of B.B.A is satisfactory in respect of under guidance of Mr. C.S.

Sharnagat Department of Business Management , Govt. Girls

Autonomous P.G. College of Excellence.

Sign of supervisor Sign of H.O.D Sign of the examiner

CONTENTS

PREFACE

ACKNOWLEDGEMENT

CERTIFICATE

DECLARATION

S.No Particulars Page No.

1. Introduction of Micromax Mobiles

History

Product Profile

Board of Directors

Others board of members

Branches

2. Branches

3. Recent Launches

4. Risk & Concerns

5. Internal Control System

6. Shareholding Pattern

7. Swot Analysis

8. Future Prospectus

9. Objectives of the study

10. Research Methodology

11. Data Analysis and Interpretation

12. Limitation

13. Findings

14. Suggestions

15. Conclusion

16. Bibliography

17. Questionnaire

INTRODUCTION OF MICROMAX

Micromax Informatics Limited is one of the leading consumer electronics company in India and

the 10th largest mobile phone player in the world. Over the past decade, Micromax has pioneered

the democratization of technology in India by offering affordable innovations through their

product offerings and removing barriers for large scale adoption of advanced technologies.

Micromax is currently the 2nd largest smartphone company in India. Micromax is a brand which

is close to the heart of the youth and celebrates the vibrancies of life and empowerment

Products:

Micromax products have become an extension of the Indian youth's lifestyle and dynamism. The

company has many firsts to its credit when it comes to the mobile handset market including the

30-day battery backup, Dual SIM Dual Standby phones, QWERTY keypads, universal remote

control mobile phones, first quad-core budget smart phone etc. The brand's product portfolio

embraces more than 60 models today, ranging from feature rich, dual-SIM phones, 3G Android

smartphones, tablets, LED televisions and data cards. Micromax sells around 2.3 million

Mobility Devices every month, with a presence in more than 560 districts through 1, 25,000

retail outlets in India.

Network & reach:

With sales presence across India and global presence in Russia and SAARC markets, the Indian

brand is reaching out to the global frontier with innovative products that challenge the status quo

that Innovation comes with a price

Micromax is an Indian consumer electronics company located in Gurgaon, Haryana,India. It is in

the business of manufacturing of Mobile Telephones, Tablet Computers, 3G Datacards  and LED

Televisions. It has 23 offices in India and an international office in Hong Kong.

Micromax started as an IT software company in the year 2000 working on embedded

platforms.It entered mobile handset business and by 2010it became one of the largest Indian

domestic mobile handsets company operating in low cost feature phone segments. The company

has a 22% market share in the smartphone segment in India. As per IDC for Q2 2013. The

company's product portfolio has more than 60 models ranging from feature rich, dual

SIM phones, 3G Android Smartphones, TabletsPC's, LED Televisions and3G data cards. The

company claims it has many firsts to its credit in the Mobile handset market – including the 30-

day battery backup, dual SIM, QWERTY Keypad, UniversalRemote Control Mobile Phone,first

dual-boot Android and Windows 8 tablet, etc.

Micromax has presence in more than 560 districts through 125,000 retail outlets in India. The

company has sales presence spread across Bangladesh, Sri Lanka, Nepal and was once present

in UAE and Brasil. On 24 January 2014, Micromax became the first Indian mobile company to

start sales in Russia.

Micromax is a rather big name today - in fact, it is the largest Indian mobile phone company. It is

interesting to note that it took birth as a software company called Micromax Informatics Limited

(the reason why its website is still Micromaxinfo.com) in the year 2000 by a group of four

friends.

In 2008, Micromax entered the mobile phone market and just about managed to get a foot hold,

with a 0.59% market share during the first half year of its existence. By the end of March 2010,

its share was 6.24%.

Low cost: The idea of 'cheap and best' works in India. Before Micromax came into the market,

the (really) cheap mobile phones market was almost completely dominated by Chinese imports

which came with issues such as an invalid or absent IMEI number, abysmal build quality and

design, sluggish performance, and high radiation levels. 'Branded' phones were priced too

expensive for the masses. While it can be argued that even Micromax rebranded Chinese phones

(and continues to do so), the company brought in some form of legitimacy and of course, the

handsets came with warranty.

Innovation: Micromax introduced handsets with 30 days battery backup (X1i), it was the first to

introduce dual-SIM dual standby handsets, and the first to introduce a handset that could switch

between GSM and CDMA networks by detecting the phone position via gravity sensors (Gravity

X600). Recently, it introduced the first low-cost dual-core ICS smartphone, A89 Ninja (Rs

6200), bringing the power of Android dual-core to the masses.

Some of the other innovative handsets introduced by Micromax include the X40 dual-SIM phone

that came with an inbuilt projector. The company also brought out the Van Gogh X450 with an

integrated Bluetooth headset that saved the user from worry about losing the earpiece, as it

remained embedded in the handset when not in use.

Unashamedly tacky, but it worked: Micromax didn't shy away from introducing product designs

that other companies would think twice about (not that it is necessarily a good thing). The model

referenced here is the A55 Bling phone that, as the name suggests, carried a lot of bling, which

we dare say appealed to the fairer sex. The company didn't worry about being branded sexist and

it did succeed. The strategy worked in its favour resulting in the A55 Bling selling like hot cakes.

Sure, Micromax was not the first to introduce a phone with bling, targeted at women, but others

advertised such models more subtly.

Taking the battle to Samsung? Micromax annouced its A116 Canvas HD phablet just a day

before Samsung made its annoucement of the Galaxy Grand. The A116 Canvas HD is better

specced and less expensive than the Grand (Rs 15,000 vs vs Rs 21,500). Now, Micromax is

putting its phablet up for sale on on St Valentine's Day, available for online purchase on the day

of release. Bold move, we say!

Customer service disappointing! Unfortunately, Micromax too suffers from the one big folly that

ails Indian consumer technology companies - inferior customer support. A few retailers, on

condition of anonymity, have said that the customer support of Micromax is bad (in as many

words). This is corroborated from our readers' feedback in our stories. Micromax's low cost and

VFM strategy has got it this far, but if it has to take on the biggies like Samsung and Nokia,

customer service is one area the company has to immediately work on. This could be the deal

maker or breaker, going.

Micromax Informatics Limited offers mobile phone solutions and wireless technologies for

mobile users. It also offers mobile phones and wireless data cards, including GSM and CDMA,

dual SIM, QWERTY chat, music-touch, lifestyle, and utility phones. The company also provides

tablet PCs. It serves Ambala, Jallandhar, Jaipur, Lucknow, Agra, Patna, Durgapur, Haldia,

Dehradun, and Shimla markets. Micromax Informatics Limited was founded in 1991 and is

based in Gurgaon, India. The company also has operations in Bangladesh, the United Arab

Emirates, Sultanate of Oman, Kuwait, and Qatar.

HISTORY

Micromax started its mobile phone manufacturing operations in 2010 when multinationals ruled

the telecom industry. With an understanding of the rapidly changing consumer preferences

coupled with the use of the latest technologies; Micromax differentiated itself from the other

players with its pricing Everything started with a truck battery in the year 2007. In the powerless

city ofBaharampur in the Indian State of West Bengal, Mr. Rahul Sharma saw an AirtelPay

Phone being powered by a truck battery. Every night, the PCO owner would lug the battery

12 km to an adjoining village on his cycle, charge it there overnight, and lug it back to

Berhampur[11] in the morning. Rahul was fascinated by the nature of innovative adaptation to suit

the difficult conditions which thepayphone operator had employed and his interest only grew

when he found out that to everyone’s surprise, the operator was also able to earn a tidy sum of

money. Based on this experience of innovation arising from constraint, Micromax soon launched

its first phone with a month long battery back-up known as X1i.  In 2011, Micromax entered the

phablet market with the Canvas series.

On 28 July 2011, Micromax withdrew its 4.66 billion rupees (about $106 million) initial public

offering(IPO) due to volatile market conditions. Bhagwati Products Limited is a Subsidiary unit

of Micromax which is located at Rudrapur,Uttarakhand.

In October 2013, Dhru Banthia and Manish Tuli, co-founders of Micromax, were arrested by

the Central Bureau of Investigation for allegedly bribing the Municipal Corporation of

Delhi officials for a banquet hall in the city. The MCD officials, allegedly caught while

accepting the bribe of Rs. 30 lakh, were also arrested from Timarpur area in north Delhi. CBI

sources received a tip-off that M agarwal and Tuli had entered a deal with the engineers of the

Delhi civic body to get clearance for construction of a banquet hall in the Wazirpur area in

exchange of bribe of Rs. 50 lakh with the price negotiated to Rs. 30 lakh. The judges have yet to

announce a verdict in the case.

BOARD OF DIRECTORS

Micromax Informatics Limited INSIDERS ON Board Members

Name (Connections) Relationships Title Age

Rahul Sharma 12 Relationships Co-Founder, Chief Executive Officer and Executive Director

39

Vikas Jain 12 Relationships Co-Founder, Business Director, Executive Director and Member of Shareholders/Investors Grievance Committee

40

Sumeet Kumar 12 Relationships Co Founder, Director and Member of Audit Committee

40

Other Board Members On Board Members

Name (Connections)

RelationshipsType of Board Members

Primary Company Age

Sanjay Kapoor B.Com, MBA

61Relationships Chairman of the Board

Bharti Mobile Ltd. 53

Mahendra Swarup

18Relationships Member of the Board of Directors

Indian Private Equity and Venture Capital Association

62

Amit Burman MBA

42Relationships Member of the Board of Directors

Dabur International Limited 46

Ghyanendra Bajpai

125Relationships

Member of the Board of Directors

Navitas International Corporation

73

Name (Connections)

RelationshipsType of Board Members

Primary Company Age

Ajit Nedungadi 29Relationships Member of the Board of Directors

TA Associates Management, L.P.

--

Naveen Wadhera

29Relationships Member of the Board of Directors

Fractal Analytics Inc. --

Mohit Bhatnagar MBA,MS

27Relationships Member of the Board of Directors

Sequoia Capital India 45

Vijay Gupta 24Relationships Member of the Board of Directors

Darcl Logistics Limited 68

COMPANY MISSSION VISION AND PHILOSOPHY

Vision

Micromax India's Vision entails helping people improve the quality of

their lives by providing them with superior quality, state-of-the-art

technology products at the right time and the right price. But beyond its

role as a purveyor of quality products in India, Micromax seeks to

contribute to the economic growth of the country though its export

commitments and large scale production facilities generating secured

employment for hundreds of Indian people.

At Micromax, we strive to contribute to the development of the electronics and components

industry in India by enhancing the knowledge levels of our workforce through the introduction of

our advanced management systems and production know-how in our manufacturing facilities by

introducing our Indian vendors to our world class quality systems and helping them in improving

them in their own quality systems and production processes and setting benchmarks for the

industry both in terms of after sales service for our products, quality systems and management

techniques at our facilities or our products themselves.

At Micromax, we believe in returning to the community some of the profits we earn from it,

through the social causes we espouse. We view ourselves not as an MNC operating in India, but

as an 'Indian Company' operating here, conforming to the laws of the country and committed to

working for the Indian community.

We want and to be seen as the 'Most Respected' Indian Company.

MICROMAX group timeline

Pioneering the digital age (2000 ~ Present)

With the start of the second millennium, MICROMAX begins its second century.

Humanity must now successfully manage the opportunities and challenges resulting from the

new and quickly changing digital paradigm with equally revolutionary changes in the rules it

uses to do business. Currently, MICROMAX Group is undergoing changes in its business

structure, management perspective and systems, and corporate culture to meet a global standard.

We regard the digital age as having both incalculable potential and risks. It's a time of intense

competition-fortunes can be made or lost in the blink of an eye. However, at MICROMAX, we

see challenges as opportunities. Which is one reason we believe that we are perfectly positioned

to be one of the world's recognized leaders in digital technology.

Our commitment to being "World's Best" has succeeded in securing the number one global

market share for thirteen of our products. Our target is nothing less than to have thirty number

one "world products" by 2005, adding digital TVs, IMT 2000, and printers to our current world

market leaders-semiconductors, TFT-LCDs, monitors and CDMA mobile phones. At the same

time, we are making historic advances in research and development of our overall semiconductor

line, including flash memory and non-memory, custom semiconductors, and DRAM and SRAM.

For example, MICROMAX Electronics, which has been among the world's top 10 in US patents

for four consecutive years, has 13,000 researchers representing a US$ 1.7 billion investment in

Research and Development.

In the financial market, MICROMAX is also committed to being the World's Best. MICROMAX

Card has been selected as the "Best Card Company in the New Millennium" by Master Card, the

result of securing more than 1 million members within one year through the release of "Aha

Loan Pass," the first loan-only card in Korea. Euromoney has also selected MICROMAX

Securities as the "Best Security Company" for the 3rd consecutive year. And MICROMAX Life

Insurance has ranked as 10th largest company by Fortune's "Global 500" in the Life/Health

insurance category

We are also actively promoting our brand value, a key engine of business growth.

MICROMAX's brand value increased to US$8.31 billion in 2002 from US$6.37 billion in 2001

and was recognized by Interbrand Corporation as the fastest growing global brand. How did we

make such astounding progress in such a short time?

One answer is that we are perpetually engaged in achieving global competitiveness through

continually improving our financial structure and profitability and looking at the structure of our

organization. Reducing production costs and working hard to maintain our brand image have

also contributed mightily to our surge. Accordingly, MICROMAX Electronics has secured a

nation's credit rating from S&P and Moody's while MICROMAX Fire also has been recognized

by S&P for its stability and growth potential and has received its second consecutive A rating.

Another clue to the quick pace of our development goes to the heart of our management

philosophy "We will devote our human resources and technology to create superior products and

services, thereby contributing to a better global society." Our active participation in various

sports events around has helped promote community spirit as well as returning corporate profits

to society. As a Worldwide Olympic partner in the wireless equipment sector for the 2000

Sydney Olympics, MICROMAX provided 25,000 advanced digital wireless telecommunication

devices including mobile phones. We also have served in that capacity at the 1999 Nagano

Winter Olympics, and will be a Worldwide Olympic Partner in the 2006 Torino Olympics and

2008 Beijing Olympics. We actively participate as a contributor in the Asian Games,

MICROMAX Nations Cup Riding Competition, MICROMAX Running Festival, MICROMAX

World Championship (a U.S. LPGA Tour), and many other sporting events around the world.

In 2000, MICROMAX started its management program with a new twist and aimed to stay ahead

of the great waves of digital changes now engulfing the world. We expect nothing less than to

lead the digitalization of society with our advanced technologies, competitive products, and

professional human resources.

VALUE & PHILOSOPHY

What makes MICROMAX one of the world's leading companies?

How we got here Ever since it was founded in 1938, MICROMAX has continually refined its

mission statement to respond both to change in itself and in the world: "Economic contribution to

the nation," "Priority to human resources," "Pursuit of rationalism." Each slogan represents

significant moments in MICROMAX's history, reflecting different stages of the company's

growth from a domestic industrial leader into a global consumer electronics powerhouse.

In the 1990's, we once again acknowledged the need to transform our mission statement to keep

pace with our growing global operations, rapid changes in the world economy, and escalating

competition from well-established rivals.

Our Management Philosophy

"We will devote our human resources and technology to create superior products and services,

thereby contributing to a better global society."

Our management philosophy represents our strong determination to contribute directly to the

prosperity of people all over the world - a single human society. Key to our efforts is our own

people, whose talent and creativity are dedicated to doing their best at all times. Technology also

plays an important role in making it possible to achieve higher standards of living. And superior

products and services are what we are all about.

We believe that the success of our contributions to society and to the mutual prosperity of people

across national boundaries truly depends on how we manage our company. Thus, we challenge

the world to create the future with our customers. Our determination is growth - a perpetual

challenge - but always working within the context of cooperation and inclusion of our customers.

PRODUCT PROFILE OF MICROMAX

Put the pedal to the metal and let the Tru Octa Core processor of the Canvas Knight handle the

rest. Dive into an amazing world of High-Definition entertainment on the 

12.7 cm FHD IPS screen. Click images on your Canvas Knight just by saying 'Cheese' or

'Capture'! Pump up the volume on the Yamaha Amplifier and discover more entertainment than

ever on the Android 4.2 Jellybean OS. The Android Jelly Bean teams up with the Tru Octa-Core

processor on the Canvas Knight to deliver a furiously fast performance.

Elegance CAN be Extraordinary

Portray the elegant side of you with the contemporary color tones of the Canvas Elanza! Keep it

chic with the Ebony Black; striking with an azure Blue; or Royal with a Coffee-Gold color!

Unravel a completely new perspective to life with lucid visuals on the 12.7 cm QHD screen.

Change the way you work and play with the powerful Dual Core processor. Flaunt a timeless

style statement wherever you go with the Micromax Canvas Elanza!

NEVER MISS A THING!

Surround yourself with vivid visuals in 262k colors on the 13.2 cm Touch Screen. Capture fun-

filled glimpses of the world around you with the 8 MP rear camera, and snap a new mood in

every selfie with the front camera. Flip between multiple apps and rule your world with the 1

GHz Dual Core processor. Show off your bold side with the stylish Blue flip cover and unfold

the true brilliance of life on your Micromax Bolt A075!

Canvas Turbo Mini

A200

POWERFUL CAN BE PETITE

Pack in a punch with the 1.3 GHz Quad Core processor housed in the ultra-lightweight

Micromax Canvas Turbo Mini. Challenge the photographer within using the amazing 8 MP

Camerazzi Rear Camera and 5MP Front Camera. Capture life in motion with the GIF generating

Cinemagraph and remove unwanted objects with the Object Eraser. Let your imagination unfold

on the striking HD IPS Screen. Backed by a powerful 1GB RAM, the ultra-light Canvas Turbo

Mini is packed yet petite!

Bolt A26

Lightning Fast

Super speed all your entertainment powered by the lightning fast 1Ghz processor in the Bolt

A26! Bite into the juicy Android Gingerbread 2.3.5 OS and experience rich colors splash their

hues on a 8.89cm full capacitive touch screen! Stay connected longer with its 1350 mAh battery

& share all your files on the move through Bluetooth 2.0 or over the Wi-Fi!

A27 Ninja

Swipe 'n' Share with Flash Transfer!

Share all the excitement with your friends 'n' family with a simple swipe to transfer images,

audio/ video files & more! Enter a rich world of apps with the Android 2.3 Gingerbread and

explore it all on an 8.89cm full-touch screen display powered by the 1GHZ processor!

BRANCHES

Micromax India Regional Branch Offices Contact Details

If you are interested in contacting the nearby office or branch of Micromax India. Then you can

follow the below mentioned branch offices of your region.

Northern Region

Location Address Contact Numbers

Haryana Micromax house, 697, Udyog Vihar,

Phase-V, Gurgaon, Haryana, India

Phone: 0124-4811000

Fax: 0124-4009603

New Delhi Plot No 21/14, Block A, Naraina

Industrial Area Phase II, New Delhi-

110028 India

n/a

Western Region

Location Address Contact Numbers

New Mumbai Plot no- 26, Sector 19E, Vashi, (Off to                   n/a

Palm Beach Road), Near Adlabs, New

Mumbai, Maharashtra – 400705

Ahmedabad 116/1384, Laxmi Kripa Flat, New AEC

Cross Road,Narayanpura, Ahmedabad,

Gujarat – 380013

                   n/a

Southern Region

Location Address Contact Numbers

Secunderabad Bunglow # 179, Old Bowenpally,

Behind HP Petrol Pump, Near Old

Bowenpally Bus Stop, Secunderabad,

Andhra Pradesh – 500011

                   n/a

Bangalore 28, 20th ‘I’ Cross, Ejipura, Viveknagar

Post, Bangalore, Karnataka – 560047

                   n/a

Cochin Pournami, 9/116/a, Opp.Lane no.12,

Toc H High School Road Vyttila P.O,-

Cochin, Kerala – 682019

                   n/a

Eastern Region

Location Address Contact Numbers

Kolkata Netaji Nagar, “E” Block, P.O.-

Ganganagar, Madhyamgram, Kolkata,

West Bengal – 700132

              n/a

RECENT LAUNCHES

NEW DELHI: With 4G deployment gaining pace in India, domestic handset maker Micromax

has said that it will beef up its portfolio of LTE-enabled handsets, with plans to add five new

smartphones in the next 2-3 months.

Micromax currently has two 4G devices in its portfolio, priced above Rs 12,000.

"There is a lot of interest around 4G. We will offer customers the features they look for at

affordable prices. We plan to add five new 4G devices in the next 2-3 months across price

points," Micromax chief marketing officer Shubhajit Sen said.

Handset makers are increasingly introducing smartphones that support 4G, which allows users to

access high-speed internet.

Currently, players like Airtel and Aircel offer 4G services in India while Reliance Jio has a pan-

India licence plans to launch its services soon.

According to a CMR report, over one million 4G devices, including smartphones, tablets and

data cards were shipped to the Indian market in the December 2014 quarter.

Rivals like Lenovo, Asus, Samsung and Xiaomi already have a line-up of 4G devices.

Micromax's online-only brand YU has two devices in its kitty, with both of them supporting

LTE.

LTE is a standard for wireless communication of high-speed data for mobile phones and data

terminals.

The company has launched a new 3G handset -- Canvas Xpress 2 -- priced at Rs 5,999,

exclusively with e-commerce firm Flipkart.

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SWOT ANALYSIS

Micromax Mobiles

Parent Company Micromax Mobiles

Category Mobile phone Handsets

Sector Telecommunication

Tagline/ Slogan Nothing like anything

USP Moderate functions at low price

STP

Segment Low-Medium range Basic Phones market

Target Group Low income consumers, Tier-2 cities, Villages

PositioningReplacing the Biggies like Nokia, Samsung from the low end phones market. As a second phone

SWOT

Strength

1.Provide simple functions at much lower costs e.g.- Loud speakers, wireless FM, ultra long lasting battery life 2.Regional languages support, Indian calendars, Torch 3.Most phones are dual SIM/Triple SIM phones 4.Due to Java support a lot of basic applications can be run

5. Celebrity brand ambassadors have helped the brand grow

Weakness

1.Limited market share due to intense competition and less global presence2.User interface for not so tech-savvy consumers compared to Apple

Opportunity

1.Low-end phones market has become very competitive 2. Cut-throat competition has made Dual-SIM phones being available3.Can be used as simple second phones as well as cheaper smart phones

Threats1.Threat from low price well known brands 2.Other lower end phones brands

Competition

Competitors 1.Nokia Low-end Dual SIM phones 2.Lava phones 

3.Samsung Guru Series4.Maxx mobiles5.Lemon mobiles

FUTURE PROSPECTUS

challenges for Micromax

In our previous article, we wrote how Micromax is climbing up the ladder to become the number

one mobile phone manufacturer in India. Micromax has several advantages in its favor including

value for money and a strong penetrative strategy. However, although it is climbing rapidly,

Micromax has many challenges ahead of it which has to be taken into consideration before we

declare Micromax as a future leader in Smart phones. In fact, the road ahead for Micromax is

even tougher. So what are the future challenges for Micromax in the Indian Smart phone market?

Rising competition – There are many companies vying for the smart phone market looking at the

amazing market potential. The recent entrant is motorola which has increased its product

portfolio thereby attracting new customers. The competition will only rise from here on and will

not drop. All these companies will likely use penetrating strategy. Thus the USP of Micromax

might be lost soon due to rising competition.

No originality – Consumers perceive Micromax to be a “me too” product or an imitating brand.

Which is actually true!! Although Micromax gives unique features, there are hardly any original

smart phones or features introduced or innovated by Micromax. All of them are imitated from

Samsung or Apple. Thus the originality in Micromax phones is missing.

Doubt about the main parts – With low pricing, comes the nagging doubt of whether the phone

is actually using good parts or not. In the recent years China has become comparatively reliable

when it comes to electronics. However, the main parts of the Micromax smart phone are still

under scrutiny. The screen of Micromax is known to break at slightest pressure and there are

similar other complaints about Micromax. Thus Micromax needs to improve on the quality front.

However, looking at the pricing, it will be the most difficult feat for Micromax to balance both –

quality and price.

Poor brand equity – The reason for the success of Samsung and Apple in the Smart phone

market is their brand equity. The Smart phone market is for the A grade customers. Without

brand equity, these smart phones would not have fared so successfully in the mobile market. To

build brand equity, Micromax needs to increase its branding activities significantly, including

ATL and BTL marketing activities. Micromax is overall a good smartphone, but many a time the

customer holds himself back because he has very few testimonials or incentives to buy

Micromax. People look down upo others who have bought Micromax because Iphone and

Samsung are the “In” thing when it comes to smart phones.

Price competition – Price competition can affect Micromax in two ways.

1. Any company can rise up tomorrow which gives phones at even lesser prices than Micromax

and still give the same features.

2. Due to increasing competition and poor hopes of catching up with Apple or Samsung,

Micromax suffers in its margins heavily thereby taking a hit in the bottom line of the

company.

The worst case scenario is both cases happening at once. Thus, fighting on the basis of only price

is a two edged sword and can hurt Micromax in turn as well.

So although Micromax has reached a fantastic growth level in the Indian market, this article

proves why Micromax needs to be on its toes and why it cannot be complacent. In fact, to climb

further up the ladder, Micromax might have to reorganize its strategy from the bottoms up.

OBJECTIVES OF THE STUDY

1. To study about company organization.

2. To study about product port folio.

3. To study about product mix.

4. To study about company goal.

5. To study about swot analysis of the company.

RESEARCH METHODOLOGY

MEANING OF RESEARCH

Research in common parlance refers to a search for knowledge. Once can also define search as a

scientific and systematic search for pertinent information on a specific topic. Infect research is an

art of scientific investigation. The advanced learner’s dictionary of current English lay down the

meaning of research as “A careful investigation or inquiry specially through search for new facts

in any branch of knowledge.”

This inquisitiveness is the mother of all knowledge and the method which man employs for

obtaining the knowledge of whatever the unknown can be termed and research.

What is research methodology?

It is the science that tells the method of doing research.it mainly consist of following steps;

Developing research design.

Determining the data collection.

Developing sampling plan.

Conducting field work.

Research in comman parlance refers to a search for knowledge .One can also define research as

a scientific and systematic search for pertinent information on a specific topic.The word research

has been derived from French word research means to search.

DEFINITION OF RESEARCH METHODOLOGY:

Research may be defined as “a careful investigation or enquiry specially through

search for new facts in any branch of knowledge” in a technical sense research comprise

defining& redefining problems, formulated making deduction & researching conclusion & at

least carefully testing the conclusion to determine weather they fit the formulating hypothesis.

RESEARCH DESIGN:

Research design is the conceptual structure within which research is conducted. It

constitutes the blueprint for collection, measurement and analysis of data. Tha design used for

carrying out this research is descriptive.

RESEARCH DESIGN USED IN THE SURVEY:

Considering the objectives of the study and also the importance of the decision it

was decided to undertake an exploratory survey.

DATA COLLECTION:

1. Secondary data-It is the data that is already been collected by someone else.

In this survey I used both primary and secondary data. All information collected through

questionnaire.

DATA SOURCES:

The sources of collection of secondary data are:

Books

Websites

Magazine

Brochure

ANALYSIS AND INTERPRETATION:

Data collection through questionnaire and personnel interview resulted in

availability of the desired information but these were useless until there were analyzed.

Various steps required for this purpose were editing, coding and tabulating. Tabulating

refers to bringing together similar data and compiling them in an accurate and meaningful

manner. The data collected by questionnaire was analyzed, interpreted with the help of

table, bar chart and pie chart.

SAMPLING PLAN

It is very difficult to collect information from every members of population as time and cost are

the major limitation that the researcher faces a sample 50 was taken the sample size of 50

individual where selected on the basis of convenient sampling techniques. The individuals were

selected in the random manner form sample and data were collected from research study.

NEED FOR SAMPLING

Sampling remains the only way when population contain infinitely may members.

Sampling remains the only choice when a test involves the destruction of the items under

study.

DATA ANALYSIS AND INTERPRETATION

Q1. DO YOU HAVE A MICROMAX MOBILE?

YES 58%

NO 42%

58%

42%YESNO

According to survey we find that 58% customers are using Micromax Mobile while 42% are of

others.

Q2. WHICH RANGE OF MICROMAX MOBILES DO YOU HAVE?

10000-15000 17%

15000-20000 22%

20000-40000 38%

ABOVE 40000 23%

17%

22%

38%

23%

10000-1500015000-2000020000-40000ABOVE 40000

According to customers 17% customers are having range of 10000-15000, 22% are of 15000-

20000, 38% are of 20000-40000 while 23% customers are having Micromax Mobiles from

above 40000 of range.

Q3.WHY DID YOU USE MICROMAX MOBILES?

PRICE 12%

FEATURES 52%

AVAILABILITY 16%

AWARENESS 20%

12%

52%

16%

20%

PRICEFEATURESAVAILABILITYAWARENESS

According to customers 12% customers are buying Micromax Mobiles because of its price, 52%

are of because of features, 16% are of by availability rest of by 20% awareness.

Q4. WHAT MADE YOU TO CHOOSE THE BRAND YOU USED NOW?

COST 8%

QUALITY 48%

SERVICE 12%

BRAND NAME 22%

FEATURES 12%

LOOK 8%

8%

48%

12%

22%

12%

8%

COST QUALITYSERVICEBRAND NAMEFEATURESLOOK

According to customers 8% customers using Micromax Mobiles by its cost, 48% are of by its

quality, 12% are of by its service, 22% are of by its brand name, 12% are by its features and 8%

are of by its look.

Q5. ARE YOU SATISFIED WITH MICROMAX MOBILE?

YES 84%

NO 16%

84%

16%

YESNO

According to survey we find that 84% customers are satisfied with Micromax Mobile while 16%

customers are not satisfied.

Q6.RATE THE MICROMAX MOBILE ACCORDING TO ITS PERFORMANCE?

BAD 4%

GOOD 32%

VERY GOOD 42%

EXCELLENT 22%

4%

32%

42%

22%

BADGOODVERY GOODEXCELLENT

According to customer we find that 4% customer rate Micromax Mobile as bad, 32% customers

rate as good, 42% says its very good while 22% says its excellent.

Q7. WHAT WAS THE MAJOR FACTOR THAT INFLUENCED YOUR BUYING

DECISION?

Advertisement 28%

Friend 42%

Family 10%

Retailers 20%

28%

42%

10%

20%

AdvertisementFriendFamilyRetailers

According to survey we find that 28% customers are influenced to buy Micromax Mobiles by

advertisement, 42% are of by friends, 10% are of by family while 20% are of by retailers.

FINDINGS

Inthis project we find that Micromax mobile is more popular in mobile market as

compare to other companies.

Micromax leds are less in price in comparison to others.

Micromax data card speed is more.

SUGGESTIONS

Create more awareness of brand.

Create link with international organizations.

Hoardings at common places.

Increase the portfolio and production capacity.

Special schemes in different seasons of market.

Instead of giving free Accessories, giving something free with the product.

CONCLUSIONS

Micromax in INDIA has always been driven by its Value-for-money strategy. The

company needs to identify critical success factory and work assiduously towards

achieving it.

As the world grows to become one, many problems will arise that cannot be solved. One

of the primary challenges associated with globalization is balancing conflicting and

competing objectives. In the case of Micromax, it has faced such problems already and

how they have dealt with them is with flexibility and calmness. Despite what could be

higher costs, Micromax has chosen to stick with their human right codes and Standards of

Engagement rather than continue to be associated with subcontractors who treat works in

inhumane ways.

BIBILIOGRAPHY

Reference Book-

1) Kothari C.R. Research Methodology

2) Kotlar Philip Marketing Management

3) Kotlar and Armstrong Principles of Marketing

4) Intelligent computing CHIP, Volume 1, Issue 3

website used-

1. www.in.Micromaxmobile.com

2. wap.in.Micromaxmobile.com

3. www.Micromax.org

4.www.chip-india.com