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Case Details

Case Code: BSTR516
Case Length: 7 Pages 
Period: 2014-2016    
Pub Date: 2017
Teaching Note: Available
Price:Rs.300
Organization :Micromax 
Industry :Smartphone Industry 
Countries : India
Themes: Business Strategy  
Strategic Management 
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Micromax Informatics Limited: Growing challenges for India’s Largest Smartphone Maker

 

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. .
 
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Issues

The case is structured to achieve the following teaching 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.
Contents
INTRODUCTION
BACKGROUND
TOUGH TIMES
A NEW BEGINNING
THE ROAD AHEAD
EXHIBITS

Keywords

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

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