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INTERNATIONAL BUSINESS
Presented To : Prof. Baldev Raj
By:
Rasmeet BhurjiA 06
Paras DodiaA 13
Sahil Singh
A 29Ankita SalwanA 53
Tarleen KaurA 60
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GOES INTERNATIONAL!!!
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Indian consumer electronics company headquartered in
Gurgaon, Haryana, India
It started as an IT software company in the year 2000
It entered the mobile handset market by 2010
It has presence in more than 560 districts through 1,25,000 retail
outlets in India.
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WHY MOBILE HANDSET SECTOR?
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WHY ??
Micromax overtakes Samsung, gains top spot in India market
Micromax make the leap from Indian to global brand
The company has no debt in the balance sheet
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WHY ?
Russian market is similar to that of India
Good political and economic relationship
Russia is mature market with high purchasing power
Mobile phone : customer is 2:1
High demand for low cost smart phone
Sales of Smartphone is Russia touch 17.5 million devices in 2013
143 million people with 85% internet penetration.
People change their every 11 months
Demand and consummation for mobile internet is also growing
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COMPETITIVE ANALYSIS OF RUSSIAN MOBILE HANDSET
INDUSTRIES
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PESTEL ANALYSIS
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INTERNATIONAL MARKETING MIX
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MODE OF ENTRY
Strategic Alliance
VVP roup
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ADVANTAGES OF STRATEGIC ALLIANCE
Technological exchange
Global competition
Industry convergence
Economies of scale and reduction of risk
Alliance as an alternative to merger
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DISADVANTAGES OF STRATEGIC
ALLIANCE
Difficult to find a good partner
Risk of unequal partnership
Loss of control
Relationship management across borders
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CHANNEL OF DISTRIBUTION