Evolution of Cell Phones and Story of Micromax

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7/10/2014 ASB MICROECONOMICS PROJECT REPORT Group 4 | Abiram | Shruthi GR | Suryakala | Sanathan Table of Contents Introduction ...................................................................................... 3 The beginning .................................................................................... 3 The Timeline ..................................................................................... 4 Indian Market ................................................................................... 7 The Micromax story ......................................................................... 7 Beginning ...................................................................................................................................... 7 2010: The first step ........................................................................................................................ 8 2011: The Storm ............................................................................................................................ 8 2012: Grabbing Market share......................................................................................................... 8 2013: The year of Micromax.......................................................................................................... 9 2014: The Summit ....................................................................................................................... 10 The four firm concentration ratio.................................................. 11 Blue Ocean Strategy ....................................................................... 11 Application of Blue Ocean Strategy to Q55 Bling .......................................................................... 12 Marketing Strategies adopted by Micromax ................................ 13 Newer, cheaper and better products

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