Abstract

The case discusses the growing challenges at Micromax Informatics Limited (Micromax), one of the leading smartphone makers in India. Micromax’s market share in smartphones had dropped from 22% in Q4 2014 to 14.1% in the corresponding quarter of 2015. Moreover the company lost its coveted position as India’s leading smartphone manufacturer to rival SAMSUNG (Samsung). Sales had plummeted and several top executives resigned from their positions. The case describes some of the steps taken by the top executives at Micromax to help the company reclaim its past glory. Whether the management would be able to come out with a strong strategy to tackle the issues and help Micromax regain its lost market position remained to be seen.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Evaluate the reasons for Micromax’s success in India.
• Understand the issues and challenges faced by Micromax in the highly competitive Indian smartphone market.
• Explore future strategies that Micromax can adopt to regain its market position in India.

Keywords

Micromax, Indian Smartphone market, Competitive strategy, Internal conflicts, Strategic challenges, Competition, Samsung, Market position