Title: Connecting innovations with go-to-market initiatives: Micromax Informatics Ltd.

Authors: Sriparna Basu

Addresses: Global School of Management Science, Saket, New Delhi, India

Abstract: Mobile industry, ever since its inception, has enjoyed the largest market growth rate. Market capturers such as Nokia and Samsung have consistently reaped higher profits out of creating competence networks and customer-focused innovations. The wireless teledensity of India is rising with around 20 million new subscribers bringing 3.79% growth annually. Consequently, this sector has also witnessed heavy competition with increasing number of players foraging into the market. Among the new comers, Micromax is clearly emerging as a winner with enviable brand popularity – within a span of just two years, this mobile brand has unseated some of the top brands such as LG and Samsung and has set the stage for more. Although a gate crasher Indian brand in the highly competitive mobile handset market, otherwise dominated by the MNCs, Micromax|s vision to develop path-breaking technologies and efficient processes that incubate newer markets and encourage customer aspirations have already made it a trusted market leader for times to come. This case looks into the growth strategies adopted by Micromax in successfully challenging the established market players; how the company seeks to withstand competitive pressures and strengthen competitive advantage.

Keywords: customer focus; competence networks; competitive advantage; innovation; wireless teledensity; India; mobile handsets; market leadership; product strategy; mobile phones; cell phones.

DOI: 10.1504/IJGSB.2011.042248

International Journal of Globalisation and Small Business, 2011 Vol.4 No.2, pp.127 - 142

Published online: 01 Sep 2011 *

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