Consumer Perception on Micromax Mobile

A

Research Proposal on

“Consumers Perception toward Mobile Brand MICROMAX”

Group Members:-

Patel Akshar (12M03)

Dave Mayur (12M24)

Submitted to :-

Dr. R.P. Patel,

Director,

G.H.P.I.B.M.

Acedemic Year: 2012-14

MBA Sem 3

G.H. Patel PG Institute of Business Management

Sardar Patel University

Vallabh Vidyanagar

INTRODUCTION

Micromax is an Indian consumer electronics manufacturer located at Gurgaon, Haryana, India. It focuses on the manufacturing of mobile telephones and LED Televisions. It has 23 domestic offices across the country and international offices in Hong Kong, USA and Dubai. Presently, the company has about 1400 employees. Micromax Informatics Limited has announced its foray into Maldivian telecom space through an exclusive partnership with Sense Wood Maldives (Pvt) Ltd. Micromax is the 3rd largest manufacturer in India and 12th largest handset manufacturer in the world. According to industry analysts, as of 2012, micromax leads the Indian tablet market with a share of 18.4%, ahead of Samsung and Apple, and is the third largest mobile phone vendor in terms of volume. The company's rapid market share growth since it entered the Indian mobile devices market in 2008 is primarily attributed to its strategy of aggressive low pricing in the entry-level segments of its products and its wide distribution setup. The company includes 14 locations: Hong Kong, Bangladesh, Nepal, Sri-Lanka, Maldives, UAE, Kingdom of Saudi Arabia, Kuwait, Qatar, Oman, Afghanistan and Brazil.

COMPANY PROFILE

Type | Private |

Industry | Consumer electronics |

Founded | 1991 |

Founder(s) | Rajesh Agarwal, Sumeet Arora, Rahul Sharma, Vikas Jain. |

Headquarters | Gurgaon,India |

Area served | India |

Key people | Deepak Mehrotra (CEO)Rahul Sharma (Co-Founder) |

Products | Mobile phone, smartphone, tablet computers, datacards, televisions. |

Revenue | US$ 368 million (2012) |

Employees | 1,400 (2012) |

Website | Micromaxinfo.com |

REASON BEHIND THE STUDY

Micromax is the...