Case Detail

Case Summary

Motorola India: On Razr Thin Ice

Case Number: 5-219-252, Year Published: 2019

HBS Number: KE1140

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Key Concepts

international business, general management, international marketing, global strategy, market analysis, strategic positioning


This case challenges students to solve a riddle: How did Motorola's share in the Indian market fall so dramatically while cell phone adoption in India skyrocketed and Motorola was launching one of its most successful products globally? The case is set in the mid-2000s, when Motorola had just rolled out the Razr phone and the firm was approaching the ten-year anniversary of its entry to the Indian market. Motorola's market share in India had fallen from as high as 31% in 1998 to less than 5% in 2006. This dramatic downturn came at a time of immense growth in the Indian cell phone market.

Learning Objectives

After reading and analyzing the case, students will be able to: better understand market conditions in India; and analyze strategies for overcoming unique challenges in new markets.

Number of Pages: 5

Extended Case Information

Teaching Areas: Management

Teaching Note Available: Yes

Geographic: India

Industry: Telecommunications

Organization Name: Motorola

Organization Size: Large

Year of Case: 2019