Table of Contents1. Introduction 42. Mission Statement 43. Vision Statement 44. Product Categories 55. Key Competitors 56. Industry Analysis 5a) SWOT ANALYSIS 5i. STRENGTHS 5ii. WEAKNESS 6iii. OPPURTUNITIES 6iv. THREATS 8b) PORTER’S FIVE FORCES MODEL 8i. Threat of substitute products 8ii. Threat of new entrants 8iii. Industrial rivalry 9iv. Bargaining power of suppliers 9v. Bargaining power of buyers 9c) BCG matrix: 9a) Stars: 11b) Cash cow: 11c) Dogs: 11d) Question marks: 127. Benchmarking: - Strategic mapping compared to competitors 12a) Price 12b) Products and features 12b) Market positioning 13c) Supply chain management 13d) Financial data 138. Key takeaways from financial data 15a) Debt ratio 15b) Liquidity ratio 15c) Fixed asset turnover ratio 159. References 161 IntroductionMicromax was registered as “Micromax Informatics Private Ltd.” » on March 29, 2000 with its head office in New Delhi. The company is the 10th largest mobile phone manufacturer in the world and the second largest smartphone manufacturer in India. It was co-founded by Rajesh Agarwal, Sumeet Arora, Rahul Sharma and Vikas Jain. Four of them hold significant portfolios in the company: - Few major developments during the establishment of the company were: Key events in the financial year 2000. incorporated s Micromax Informatics Ltd.2001 Launch of a software and embedded technology trading business.2003 Also developed digitally automated traffic information security system for Airport Authority of India.2005 M2M distribution started for Nokia fixed modules2006 Product launch of brand under the umbrella of “Micromax”2008 Started its business as a m...... middle of paper ...... high asset turnover rate.9. References[1] “A $400 phone for the general public? - India's Micromax, known for its low-cost handsets, enters the smartphone arena » ProQuest Document ID: 929135140 [2012][2] “Gulf News: Micromax bursts into the local market” by Megha Bahree , ProQuest Document ID: 821244497 [2010] [3] Draft Red Herring Prospectus dated: September 29, 2010[4] Capitaline “Micromax Informatics Ltd”.[5] http://sunnyhhe.blogspot.in/2008/03/porters-5-forces-model-mobile-phone.html)[6] www.csus.edu/indiv/h/hattonl/industryanalysis.doc[7] http ://www.idc.com/getdoc.jsp?containerId=prIN24195113[8] Supply Chain Lessons for the New Millennium: A Case from Micromax IT Integral Review – by Salma Ahmed, A Journal of Management-ISSN: 2278-6120, p-ISSN: 0974-8032, Volume 5, No. 2, December 2012, pp 53-61).[9] http://www.trai.gov.in/