Morrison (2004) observes that Apple and Samsung have had very different business strategies (based on their financial resources). More details about their targeting, marketing, and message strategies helped the giants become successful and famous. Apples strategies are perceived to be largely successful. Samsung always comes up with innovative ways to mock apple, but this time, it elevated its concept to a different level. Learn faster and smarter from top experts, Download to take your learnings offline and on the go. Different factors are usually in play. The revamped competitive strategy and marketing programs that Samsung designed and implemented have been a huge success. This essay begins by discussing the market value of the both companies. Therefore, it will be easier for people to find a direct correlation between Apple and Samsungs business strategies and their overall corporate performance. This mission statement is consistent with a long-term goal of providing man with innovative and inspiring technological products. Similarly, Samsung is giving importance on advertisement of Galaxy S. It promotes mobile phones- bringing a dark blue interface in contrast to the white background brought by Apple. The highlighted business strategies adopted by the two companies will therefore be assumed to be the current and prevailing business strategies used by the two companies over the years. During this period, Samsung sold about 24 to 28 million Smart phones while Apple sold about 17 million smart phones. The reputation of Apple as it is today is based on the desire strategy that it sets up at each product launch. Apple has continuously invested resources in research and development to ensure that the iPhone remains as current and as innovative as possible. Live Exercises: Google Trends & Google Analytics, Career Opportunities: Roles, Experience & Salaries. Currently, Samsung has a market capitalisation of about $154 billion, barely a quarter of Apple's. But if you believe that a company should be measured by how much it sells then it's Apple that is following Samsung as the second-largest electronics multinational in the . Adverts mocking Apple fans, and heavy investment in product placement and in distribution channels have strengthened its Galaxy mobile brand. Apple approach to achieving innovation in the company is based on cultural diversity. Apples plan to increase its production capacity to suit the growing global demand for its products highlights the existing production capacities in China. Consumer Buying Behavior - APPLE VS SAMSUNG, Marketing Strategies of OPPO Mobiles India Pvt Ltd and its Consumer Awareness, Sinhgad Institute of Business Administration & Research, Pune, Research Methodology of Samsung Electronics Co. Ltd (Analysis of Questionnaire), Distribution channel of Samsung - Presented at XIMB, Analysis of Apple iPhone's Indian market entry, Consumer buying behaviour towards Online Retail: Flipkart v Amazon, Samsung vs Nokia-Comparative Marketing Analysis, Smarphone Market Analysis: Apple iPhone vs Samsung, Corporate/Brand War - Apple and Samsung - Grade 11 Marketing Project, RQ2145A23_Online Assignment 1_ECOM531_deepakassignmentkkkkk.doc, -aISamsung $uccessElectronics Burned byWITH $17, 3 C Report of Apple (Marketing Management), CLA 1Competitive AnalysisMarketing Management Part, SamsungsInnovationStrategyinSmartPhonesmarket.pdf, Running head APPLE ENVIRONMENTSL SCAN .docx. Build an experience ecosystem 3. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. To establish the validity of the research information obtained, the member check technique will be adopted. (2019, March 10). d) Online a major sale point for Apple is E-commerce as well as its own portal from where it sells a lot of products. The 4Ps in the marketing mix are Price, Product, Promotion, and Place (The Economic Times, n.d.). The company has received a lot of admiration (both locally and globally) after it was ranked by Fortune magazine as the most admirable company in America (in 2008), and the most admirable company globally (since 2009) (Mallin, 2011, p. 1). Im going to destroy Android, because its a stolen product. (2019, June 16). Samsung believed that it had to display its products in this platform because of the belief that the best way it could adequately increase its brand awareness was through publicity. Second, allowing employee participation in decision-making allows employee to become part of the process. This paper also seeks to establish how Samsung and Apple use their value chain competences as part of their business strategies. Samsungs strengths mainly come from a few business competencies such as the success in the memory chip market, which accounts for nearly half of the companys profits (Jason, 2011). It has very little influence over its distribution partners. Its a brand that, everyone may want, but not everyone can afford. IvyPanda. For this reason, the best customers for. Experts hold this belief despite the fact that Apples products are priced slightly higher than most of its competitors. For instance, the media picked Jobs tendency to walk barefoot in the office as a weird attitude held by a CEO of a fortune 500 company (Mallin, 2011, p. 2). Tim, P. (1991). The two companies have found themselves engaged in legal battles. It is still not clear where Cooks strategy will land the company but there is no doubt that Apples labs are quickly playing by Cooks strategies. The unrivaled success that Samsung has witnessed in the digital world has even scared most of its competitors but in the same breadth, the company has been able to wow its consumers by creating superior products. The importance of learning a companys business strategy is part of strategic management. Furthermore, Chris (2008) explains that it is often difficult for managements to oversee all aspects of a business and still ensure that their competencies are working effectively. Samsungs marketing strategy has also been distinguished from Apples marketing strategy based on its resort to pursue a web-based marketing strategy. Establishing a companys business strategy has a positive effect on realizing a companys strategic goals. The decision to sponsor the Olympic Games was also part of Samsungs acknowledgement that sports play a vital role in the betterment of the society. This strategy is supported by Samsungs participation in the Salt Lake 2002 Olympic Games where the company offered millions of dollars in sponsorship through the provision of wireless equipment to facilitate the smooth running of the games (Jason, 2011). This approach is seen to be successful in the sponsorship of sporting events such as the world Olympics. This observation is true because of the leading status of the US market on the international front. Retrieved from Wikipedia: https://en.wikipedia.org/wiki/Apple_Inc._advertising#Think_Different, iPad. Mallin (2011) observes that Samsungs marketing strategies are far more distinct than Apples. The company believes the Apple television is going to be a big project for the company because of several reasons. This knowledge is useful in understanding the intricacies between the two companies. Los Angeles: Investors Business Daily. Currently, the world does not have a doubt regarding Apples ability to succeed. Apples human resource strategy traces its roots to Steve jobs business principles. The data analysis section will use four tools. This money has been termed as more than what the company needs to use for an unforeseen eventuality and some observers note that it is increasingly difficult to ignore the potential that this money has for Apple. Now, regardless of which continent one hails from, it is virtually impossible to miss a Samsung brand in the stores. The move to the digital market sparked most innovative projects by Samsung, although the company perceived this venture as a risky move at the time (Henny, 2003). Its consistent focus on the hardware market may prove to be disastrous in the long-term because it is a very risky gamble. Apples success during this period was evident in its sudden rise of stock prices. One of the main reasons Apple is using the premium price policy is because of the technology they are using in their products. We remember the advertising comparing the features of the iPhone 5 to those of the Galaxy S3 (otherwise it is here ). The purpose of this report is to compare and analyse the marketing mix strategies of Apple and Samsung and also the final aim is to create recommendations of the companies. Apples marketing strategy has historically been focused on appealing to high-end customers. This strategy was made by Jobs when comparing his companys strategy with Nike. This strategy is further complimented by the focus on work experience as an important ingredient to Samsungs working plan. Like Samsung, Apple bets its future success to innovative products. With regards to this technological point of control, Jason (2011) admits that Assuming Apple pushes face time as a family video conferencing play, you can bet that competitors will counter with a similar feature based on Google Voice or Microsofts Skype and Kinect technology (p. 4). Though Samsung and Apple specialize in different aspects of hardware and software manufacturing, there has been a strong competition between the two technological companies. An analytical eye will also be included to sort pertinent issues regarding the research problem and eliminate any information that may not be of use when answering the research problem or meeting the objectives of the study. Therefore, emphasis will be given to explaining the motivations behind the business strategies for Samsung and Apple so that smaller businesses can be able to understand how to develop a successful business strategy. Samsung only realized this strategy after it noticed that the low-end market was not bringing many revenues to the company, even after the company realized increased sales (in physical quantities). Samsung is known to imitative its main competitor Apple in product in design, functionalities, as well, as marketing strategy. The coding technique shares many similarities with the other data analysis tools used in this study because it is mainly interpretive (Tim, 1991). The increased brand awareness also led to a significant boost in the companys sales. The strong customer pool would occasionally meet in different company expos around the world. The internal design team has been credited with innovations of modern mobile technologies. On the other hand, pricing strategy is critical for Samsung. The Samsung galaxy tablet is one such example but still, the Korean giant has not been able to surpass Apples sales in this regard. To emphasize this point, Mallin (2011) explains that Samsung decided to adopt business-to-business opportunities and existing enterprise space in the European market as part of an ambitious marketing plan to launch a series of exciting new products in the European market. PROJECT SUBMITTED TO: Through the strategy, Apple can avoid flooded markets by innovating unique products (Buisson & Silberzahn 2010). For instance, Samsung plays a huge role in meeting the demand of about 20% of the Korean population who buy new handsets every six months (Henny, 2003). Samsung is known as a great brand but it is not greater than LG for home appliances. Although, Samsung is constantly accused of duplicating Apples technology, the company is now one of the leading technology companies in the world. This paper therefore sheds light on the business practices adopted by the two companies to act as a pointer for small businesses wishing to achieve the same level of success in different market segments. The reduction of energy consumption has also been seen to comply with the European Union (EU) energy regulations. More so, many researchers identify that both companies aim to establish a strong foothold on the American market as a launch pad for future product launches. However, even in setting its eyes on the goal, the company acknowledges that it operates in a dynamic and fast-paced world. Samsung now sells one in every three smartphones and has more than double Apples market share. The legal battle between the two giants of the mobile market has been the starting point for a quarrel that has only increased over the years and product launches. The Samsung brand can be improved and it isnt loved by some like Apple, but I am impressed with the leadership team for seizing the opportunity to leapfrog all its other competitors, through investment and execution with conviction. Regulatory Toxicology and Pharmacology, 58(3), 524-538. Different explanations have been given to explain this observation but the most common notion is that most of Apples products are priced at a premium and therefore, they attract a sophisticated clientele. VISA sought the services of MSN to create more brand awareness about a new promotional campaign aimed at reaching out to young people aged 18-29 through a website, which was custom designed to accommodate the campaign titled Happen (Jason, 2011). We are here 24/7 to write your paper in as fast as 3 hours. But today I will be talking about two main competitors as of right now. Form the above analysis, we can see that Apple and Samsung differ in the manner they implement their production strategies. Strategic marketing concerns the choice of policies aiming at improving the competitive position of the firm, taking account of challenges and opportunities proposed by the competitive environment. Giant multinationals are known to have multiple business strategies because they operate different business portfolios. These values are based on a few common principles such as people, excellence, change, integrity and co-prosperity. As a result, the unit sales grew to $119 billion by 2009, and with . Samsung electronics is also engaged in the same type of business as Apple because some of its main products have been compared to Apples. This sentiment is expressed because it is seen that Samsungs business strategy is challenging new economic dogma (this is an unpopular precedent, which is shunned by most companies). Do you want to know why Samsungs marketing is better than Apple? In this regard, product models are viewed as efficient, exclusive and expensive. Scenes like these have been witnessed in most Apple product launches such as the iphone 4s, which was launched in October 2011. The brand partnered with famous music icon JayZ for his Magna Carta Holy Grail album, and teamed up with Usher for product placements in his Looking for Myself music video. Samsung believes in its value and adores the power of a celebrity. The strategy that the three employed is consistent creative design and concept. Traditionally, the company relied on revenues from movie rentals but after the digital age set in, the company found it increasingly difficult to compete with online distribution channels. Apples ambassadors have also sprouted in the recent years but their input has been second to the near fanatically following that Apple enjoys. The internal industrial design has a competent team and outsourced production. The two companies have tried repeatedly to reach an amicable agreement, to no avail. This trend shows that Samsungs prominence in the Smartphone market has been on the rise. Edubirdie. The above statement was made in reference to the direction pursued by chief executive officers (CEOs) when pursuing different company strategies. Well, we do. Here, he said that. Furthermore, the reliance on business journals and related studies will strive to ensure the findings of the study remain within the confines of the business field (because the research problem is equally corporate). The company knows that creating ads that merely portray the benefits of its products won't do. In the same vein: a garden party necessarily gives users of the Galaxy S5 the opportunity to praise the technical capabilities and incredible features of their phone. Apple and Samsung are some of the giant technological companies engaged in the same type of business. This essay wont pass a plagiarism check! Fortunately, Samsung has an edge above its competitors in this market segment because it supplies some of these accessories to its competitors, thereby having an upper hand above them. In addition, contrary to popular ideology and business practice, Samsung remains vertically integrated and increasingly diversified as opposed to focusing on some of its main competencies. Apples financial strategy is characterized by many speculations regarding its yearly cash flows and the existing uncertainties that characterize its mobile phone lawsuits between the company and Samsung (among other technological companies). Though these court battles are ongoing, it is important to point out that the ipad was a revolutionary product (made by Apple) and Samsung was playing catch-up by producing the Samsung tablet. The first week of study will be dedicated to gathering research information for purposes of the study. In the episode in this competition is another dig at Apple; Samsungs Grad Pool Party ad was released in May 2013 to promote their latest smartphone, Galaxy S4. Boston, MA: Cengage Learning. Chris (2008) emphasizes that business owners have to take time to pinpoint their business strategies to guarantee their overall success. This campaign was expressly designed to promote Galaxy Note pen style. These statistics show that Samsungs branding strategy has been highly effective and efficient. Samsungs brand value is now perceived to be in excess of $12.5 billion (Henny, 2003). First, employee training and effective communication of the required changes is necessary. Jason (2011) observes that the world market is obsessed with hi-tech technological gadgets such that it has been easy to overlook what a shortfall of these gadgets may mean for the consumers. Considering the belief that software is the future for technological companies, many observers say that Samsung is taking a huge gamble by sticking to its hardware market (Mallin, 2011, p. 5). Among the most notable advantages, include the availability of current and rich information. The findings of this paper will also provide a good platform to formulate a usable and adoptable view to the analysis of Apple and Samsungs business strategies. Hence, they must have well-defined and successful marketing and advertising strategies to achieve a place on the podium of preference of consumers. Apple and Samsung have shown that they are very sleek in their operations. Samsung and Apples rivalry has transcended the above Californian case because the two manufacturers have filed suits (and counter lawsuits) in about a dozen countries around the globe (Deagon, 2011, p. 1). various integrated marketing communication strategies adopted by the two leading brands Apple and Samsung. By extension, this data analysis tool will include the input of experts and professionals in analyzing the data collected. In the Korean market, Samsung is deemed the leader in innovation technology. This paper was written and submitted to our database by a student to assist your with your own studies. Apple spends just 0.6%, and General Motors 3.5%. Samsungs market strategy has traditionally been holistic in the sense that the company meets the needs of all market segments. This is an uncontrollable aspect of the companys operations. Its an integral part of our companys philosophy (Henny, 2003, p. 5). Finally, the last motivator for Apple to join the television market is that it gives it an opportunity to venture into the hardware market. Currently Samsungs strategy focuses on producing high-end goods, which are designed to appeal to the high-end market segment. They have to make sure to keep their status as a quality leader and therefore, cannot experiment as much as Samsung. (2007). From the above characteristics of Apple and Samsungs business strategies, it is important to highlight the works of previous researchers who have expressed divergent views regarding Samsung and Apples business strategies. From this perspective, the company customizes products based on a major design preferred in the market. 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