Micromax Mobiles SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Micromax Mobiles analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Micromax Mobiles SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Micromax Mobiles to benchmark its business & performance as compared to the competitors and industry. As of 2020, Micromax Mobiles is one of the leading brands in the mobile handsets sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Micromax Mobiles competitors and includes Micromax Mobiles target market, segmentation, positioning & Unique Selling Proposition (USP).

Micromax Mobiles SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Micromax Mobiles Brand Analysis
Parent Company

Micromax Mobiles




Mobile Handsets

Tagline/ Slogan

Nothing like anything; Nuts Guts Glory


Micromax offers smartphones at affordable prices

Micromax Mobiles STP
Micromax Mobiles Segmentation

People looking for smartphones in India

Micromax Mobiles Target Market

Urban middle and upper middle class in India

Micromax Mobiles Positioning

Micromax offers new range of smartphones with the latest features

Micromax Mobiles SWOT Analysis
Micromax Mobiles Strengths

Below are the Strengths in the SWOT Analysis of Micromax Mobiles:

1.Micromax provide smartphones with latest features at affordable prices
2.Good advertising and brand presence of Micromax have increased their presence
3.The phones come not only as smartphones but also basic phones targeting the low segment
4.Excellent distribution of Micromax phones have made them widely available

5. Celebrity brand ambassadors have helped the brand grow

Micromax Mobiles Weaknesses

Here are the weaknesses in the Micromax Mobiles SWOT Analysis:

1. Limited market share of Micromax due to intense competition and less global presence
2. Many phones in the market hence low brand differentiation and high brand switching

Micromax Mobiles Opportunities

Following are the Opportunities in Micromax Mobiles SWOT Analysis:

1. Smartphone and low-end phones market has become very competitive which has affected the business of Micromax
2. The brand can systematically expand its operations at a global level 
3. Can be used as simple second phones as well as cheaper smart phones

Micromax Mobiles Threats

The threats in the SWOT Analysis of Micromax Mobiles are as mentioned:

1.Threat from low price from global brands can affect Micromax's business
2.Other lower end phones brands

3. Changing technology can make the technology obsolete and affect operations

Micromax Mobiles Competition

Below are the top 4 Micromax Mobiles competitors:

1.Samsung Galaxy Series
2.Xiaomi Redmi
3.Maxx mobiles
4.Lemon mobiles

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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