21-11-2012, 02:16 PM
A PRESENTATION ON EXPORT OF MICROMAX MOBILES IN PAKISTAN
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COMPANY PROFILE
Type – Public
Industry – Telecommunication
Founded – 1991
Headquarter- Micromax house 697,udyog vihar, Gurgaon ,Haryana , India
Area served – worldwide
Revenue – 2289crore as on March 2012
Introduction to Micromax Mobiles
12th largest handset manufacturer in the world as per Global Vendor Handset Market share report.
3rd largest handset manufacturer in India.
Debut in 1991 ,but became well known in past few years.
The company entered into Indian Cell Phone market in march 2008, and within 6 months it had won market share of 0.59%.
On July 2011 Micromax has withdrawn its 4.66 billion rupees Initial Public Offering (IPO).
Product line
Long life battery mobile phones
Multimedia mobile phones
Universal remote control mobile phones
Qwerty keypad mobile phones
Gravity phones
Gaming mobile phones
Smart phones
Dual reception mode handsets
Utility phones
Entry in Pakistan market
According to official documents government has expanded the positive trade list with India.
The commerce ministry has prepared a list of 22 items which Pakistan has been importing from Europe but it can be imported from India.
This list includes mobile phone sets, cosmetics , chemicals, rice and cotton seeds ,spare parts, heavy machinery, all types of human vaccine, injections and pharmaceuticals.
Pakistan has a view that trade with India would not hurt the domestic industries rather it would be more competitive.
Pakistan has been gradually improving trade with India and has expanded the importable item list from 773 items to 1934 items.
STP Analysis of Micromax in Pakistan
Segmentation: -
Low – medium range basic phone market in Pakistan.
Target Group:-
2-tier cities ,low income consumers ,villages.
Cities-Rawalpindi,Faisalabad,Peshawar.
STP Analysis in Pakistan
Positioning :-
Replacing the biggies like Nokia ,Samsung from the low end phone market.
Micromax Phones can be used as Second phone as option or additional phone.
PEST Analysis of Pakistan Telecom Sector
The Telecom sector all around the world and especially in Pakistan has experienced a tremendous growth in the last few years. The telecommunication sector of Pakistan was awarded the status of industry in 2005 and since then it has been one of the fastest growing sectors of Pakistan quite eminent from various factors such as the mobile density reaching 52.87 in April, 2008 and the number of mobile subscribers reaching 85 million.