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Micromax Mobiles SWOT Analysis

Published by MBA Skool Team in Mobile Handsets category Last Updated: September 24, 2023Read time:

Here is a detailed SWOT analysis of Micromax Mobiles covering strengths, weaknesses, opportunities and threats.

Micromax Mobiles Strengths

  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

Above are the strengths in the SWOT Analysis of Micromax Mobiles. The strengths of Micromax Mobiles looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Micromax Mobiles Weaknesses

  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

These were the weaknesses in the Micromax Mobiles SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Micromax Mobiles Opportunities

  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

Above we covered the opportunities in Micromax Mobiles SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Micromax Mobiles Threats

  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

The threats in the SWOT Analysis of Micromax Mobiles are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Micromax Mobiles SWOT analysis.

About Micromax Mobiles

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Micromax Mobiles Overview
Parent Company

Micromax Mobiles




Mobile Handsets

Tagline/ Slogan

Nothing like anything; Nuts Guts Glory


Micromax offers smartphones at affordable prices

Micromax Mobiles STP

People looking for smartphones in India

Target Market

Urban middle and upper middle class in India


Micromax offers new range of smartphones with the latest features

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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