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Micromax at a Crossroads

Sanjeev Tripathi (Indian Institute of Management, Ahmedabad)

Indian Institute of Management Ahmedabad

ISSN: 2633-3260

Publication date: 15 February 2015

Abstract

Micromax is an Indian consumer electronics company which began by selling mobile phones. In early 2014, Micromax ranked third in the mobile handsets category in India, behind Nokia and Samsung. The case is set in 2014, a watershed year for Micromax. It has to make decisions related to the future direction of the company. There are various options available, such as expanding into other consumer electronics and consumer durables categories, expanding outside India, etc. Micromax had recently introduced premium smartphones, and there had been a gradual shift in its target segment from rural to more upmarket consumers. Micromax aspired to be considered among the best brands in the world; however, the company was unsure of how to move forward. Its leadership had to decide on the right positioning for Micromax.

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Acknowledgements

Prepared by Professor Sanjeev Tripathi, Indian Institute of Management, Ahmedabad.

Research support by Kopal Agrawal Dhandhania and Priya Batra Kapoor is gratefully acknowledged.

Citation

Tripathi, S. (2015), "Micromax at a Crossroads", Indian Institute of Management Ahmedabad. https://doi.org/10.1108/CASE.IIMA.2019.000077

Publisher

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Indian Institute of Management Ahmedabad

Copyright © 2014 by the Indian Institute of Management, Ahmedabad