| Ref. No. | IIMC-CRC-2015-03 |
| Authors |
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| Length | 19 pages. |
| Data Source | Secondary research based on various websites and analyst reports. |
| Setting | Mobile industry in India and the budget smartphone segment of the market. |
| Abstract | In late 2012, Motorola stopped selling its phones in the Indian market. This was mostly due to its massive global restructuring policies after it was acquired by Google. However, early 2014 marked the re-entry of Motorola into the Indian market. The company planned to foray into the Indian market with a new set of smartphones. Along with this the company adopted a new business model by selling the phones online with its exclusive tie up with the online retailer Flipkart. The case poses two major debatable questions: Whether Motorola will succeed with the only ‘online’ mode of selling smartphones in the Indian market where the internet penetration is low; and how will Motorola position its product amid stringent competition from local as well as global players? |
| Keywords | Budget smartphones, Buying behavior, Channel alternatives, Emerging economy, Flipkart, Indian mobile industry, Marketing strategy , Multinational company, Online mode of selling. |