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Introduction
Usage Trends
Overview of Demand
India is the second largest market for Smartphones in World after China with
220 Million Smartphones in use.
In 2016 for the first time since the entry of Smartphones, global market
growth stalled
More than a billion smartphones will be sold in India over the next five years
This will drive the number of smartphone users from quarter of a billion to
more than half a billion in the same time period.
The raw materials are getting cheaper day by day due to advent of new
technologies
CR4 :
0.572
HHI :
0.1018.2-0.1310
CR4 :
0.56.6
Supernormal Profits
Apple is not a specialist player globally but has around 20% market share,
hence it is a generic player who makes supernormal profits
Price Leadership
The price leader of the high end market is Apple. iPhone sets the price for
other high end phones
Samsung is the price leaders of the low end market, they set the price for low
end phones
Differentiated Oligopoly
Reasons are
High appropriability (As evident by huge number of patent wars between Samsung
and Apple)
Price skimming
Products are priced high during introductory phase
Gaining high profit in first few months of launch and recover its
investment
Rs.28,000-32,000
Competitive pricing
Charging a price that is comparable to other vendors selling the same
item
By 2010, the company had grown to become one of the largest Indian
mobile handset companies.
Introduced Low Cost Smartphones which would suit the rural pocket and
satisfy the price sensitive rural customers.
In the initial stages Micromax sourced its components from China, which gave
them more flexibility and less production costs.
Penetration Pricing:
Micromax employs the penetration pricing strategy to increase its market
share by producing low cost smartphones.
So they are able to get more demand from the price sensitive consumers.
They are able to produce the smartphones at a lower cost by outsourcing the
products to OEMs.
Micromax introduces around 40+ Models every year in the low cost segment.
Challenges for MICROMAX:
Micromax facing the heat from the Chinese manufacturers low cost mobile
phones which have the same features but less cost.
It will take time to achieve the economies of scale in its new plants till then
the operating profit will be less.
New innovations are very less in the smartphone when compared to previous
decade.So will not be able sustain just by changing the design.