Micromax Mobiles SWOT Analysis, Competitors & USP

Posted in Mobile Handsets, Total Reads: 18097

SWOT Analysis of Micromax Mobiles with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Micromax Mobiles

Parent Company

Micromax Mobiles




Mobile Handsets

Tagline/ Slogan

Nothing like anything; Nuts Guts Glory


Micromax offers smartphones at affordable prices

Micromax STP


People looking for smartphones in India

Target Group

Urban middle and upper middle class in India


Micromax offers new range of smartphones with the latest features

Micromax SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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 4 main Micromax Mobiles competitors :

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

The brandguide table above concludes the Micromax Mobiles SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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