Micromax Returns India A Winning case Study

1. FLAMES 2020-21
ACADEMIC EVENTS
CASE STUDY COMPETITION

2. MICROMAX RETURNS
TEAM MEMBERS
1) VAISHNAVI TASHI
2) SHUBHAM PATIL
3) POOJA SONTAKKE
4) VINAYAK PATIL
GUIDED BY:
1)DR.GAURI PRABHU
2) PROF.GAJANAN NERKAR
Case Study On Micromax Returns
Organization: Micromax Informatics
Limited
Industry: Technology & Communications
Countries: India

3. CONTENTS
• 1) CASE SUMMARY
• 2) INTRODUCTION
• 3) ISSUES
• 4) DOWNFALL
• 5) MICRIMAX RE-ENTRY
• 6) FUTURE DIFFICULTIES
• 7) BEST ALTERNATIVE SOLUTIONS
• 8) CONCLUSIONS

4. CASE SUMMARY
The case discusses the re-entry of homegrown smartphone brand Micromax
Informatics Limited (Micromax) into the Indian smartphone market with a new
range of ‘In’ smartphones launched in November 2020. In an attempt to cash in on
the anti-China sentiment triggered by the India-China military clash in Galwan
Valley in June 2020 and backed by the Indian government’s Production Linked
Incentive (PLI) scheme, Micromax plotted a grand comeback to the Indian
smartphone market. Micromax was once India’s leading smartphone The case
discusses the re-entry of homegrown smartphone brand Micromax
Informatics Limited (Micromax) into the Indian smartphone market with a
new range of ‘In’ smartphones launched in November 2020. In an attempt
to cash in on the anti-China sentiment triggered by the India-China
military clash in Galwan Valley in June 2020 and backed by the Indian
government’s Production Linked Incentive (PLI) scheme, Micromax plotted
a grand comeback to the Indian smartphone market. Micromax was once
India’s leading smartphone

5. Introduction
• Micromax once played indias leading smartphone manufacturer with a market share of 17% in 2014
• New entrants of chinise smartphones brands like redmi , oppo , vivo etc.,
• Micromax faced consequences in 2016 , revenue started to drop & many
executives left the company
• Micromax decide to exit in 2018 as it couldn’t compete with other Chinese brands
• Will face some challenges like rivals with china ,5G onsets, regaining customers trust
and to make a new entry !
• New range of IN smartphones launched in 2020 in an attempt to boycott
china & also to help MAKE IN INDIA POLICY

6. CHINA ATTACK
ON GULVAN

8. ISSUES
• The case is structured to achieve the following teaching objectives:
• Evaluate the reasons behind Micromax’s earlier success in India.
• Understand the problems faced by Micromax in the Indian smartphone market.
• Understand the causes of business failure.
• Understand Micromax’s re-entry into the Indian smartphone segment.
• Understand patriotism as a marketing strategy.
• Identify the challenges faced by Micromax in the highly competitive Indian smartphone
space.
• Explore future strategies that Micromax can adopt to regain its market position in
India.*

9. Downfall

10. Micromax re-entry
Reportedly, Sharma started working on a new range of
mobile handsets to be launched in 2020 more than a year
earlier when the US and China were engaged in a global
trade war. However, the geo political tensions between India
and China at the border due to the Galwan Valley standoff,
and the rising anti-Chinese sentiment among customers gave
the brand an opportunity to make a comeback...

11. A DIFFICULT ROAD AHEAD
As Sharma tried to revive Micromax’s smartphone business
by appealing to people’s patriotic and nationalist
sentiment, one of the biggest challenges for the company
going forward would be to attract the attention of
customers and rebuild customer trust. Analysts pointed
out that Micromax would have to launch a smartphone in
the entry-level segment and deliver value to the customer.
For this, a lot of investment was needed and the scale and
volume required would be huge, they added.

12. BEST ALTERNATIVE SOLUTIONS
1) Micromax should keep launching the handset devices that fits in
every pocket budget.
2) Should develop operating systems (OS) with the latest
technology
3) Triggerd prices comparatively other smartphone brands
4) Customer satisfaction must be the first priority’
5) Looking beyond phones
6) Become service provider company like Digital wallet, cab ,
entertainment , utilities ,food & travelling
7) Intends to ramp up a domestic production to achieve 100% make
in india plans
8) Reduce dependence on imports

13. CONCLUSION
Micromax has returned to the india
smartphone market with its IN note 1 and
IN 1B models. Both models have received
positive feedback from the consumers in
Q4 2020 , Micromax reached its highest
market share in the last six quarters .

15. THANK YOU