Micromax Mobiles SWOT Analysis, Competitors & USP

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

SWOT analysis of Micromax Mobiles analyses the brand by 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. Micromax Mobiles is one of the leading brands in the mobile handsets sector.

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

About Micromax Mobiles

Micromax Mobiles Overview
Parent Company

Micromax Mobiles

Category

Smartphones

Sector

Mobile Handsets

Tagline/ Slogan

Nothing like anything; Nuts Guts Glory

USP

Micromax offers smartphones at affordable prices

Micromax Mobiles STP
Segmentation

People looking for smartphones in India

Target Market

Urban middle and upper middle class in India

Positioning

Micromax offers new range of smartphones with the latest features

SWOT Analysis of Micromax Mobiles

For Micromax Mobiles, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position. Let us start the Micromax Mobiles SWOT Analysis:

Micromax Mobiles Strengths

The strengths of Micromax Mobiles looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Micromax Mobiles:

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Micromax Mobiles. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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