...------------------------------------------------- ‘‘A comparative analysis on the marketing strategies of Samsung for Android and of Apple for iOS in UK market and their customer response’’ Table of Contents 1 Introduction 2 1.2 Research aims 2 1.3 Research objectives 3 2. Literature review 3 2.1 Introduction 3 2.2 Mobile phone operating system 3 2.3 Global introduction of smartphone 3 2.4 Various operating systems 4 2.5 Overview of the android’s framework 4 2.6 Overview of iOS and it marketing strategy 4 2.7 Comparative analysis of the two 5 3. Research methodology 6 3.1 Methodology 6 3.1 Type of investigation 6 3.2 Data collection method 6 3.3 Sampling method 7 3.4 Accessibility issues 7 3.5 Ethical issues 7 3.6 Timetable 8 4 Anticipated findings 9 5. Conclusions 9 References 10 1 Introduction Various companies use different types of marketing techniques over the few decades. To get competitive advantage over the competitors, developed variations of marketing techniques are quieting helpful to the companies. This is referred as market innovation (Verlog, 2007). Companies have to face with different factors in this modern world of business. New legislations developed marketing tools and corporate social responsibilities are among the newer one. Business has to deal with two basic demands which are to earn profit and to maintain a sustain profit ( Verlog, 2007). Though there are many developed application software were used in past by several cell...
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...not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com. Copyright © 2014, Richard Ivey School of Business Foundation Version: 2014-06-18 In April 2014, Samsung released its new high-tech flagship phone, the Galaxy S5. The new Android phone came after another successful year for the company. After becoming the leading global mobile phone manufacturer in 2012, 2 Samsung had maintained that lead in 2013 and sold more phones than rivals such as Nokia and Apple. Samsung was also a major player in the increasingly popular tablet computer market. The success of the Galaxy S3 and S4 had created a lot of expectations for the S5 device, but both Samsung and industry analysts were predicting that the new phone would help the company boost sales even further. This success and the ever-changing landscape of the mobile computing and telecommunication industries had put Samsung in an interesting competitive position. Many industry watchers had labeled mobile telecommunications as one of the most competitive industries in recent years. In only five to six years,...
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...In today’s technological age, there are two companies that stand out on top in my mind. California-based Apple, Inc., led by CEO Tim Cook, has the highest market capitalization of any technology company in the world. Profiting off its high successful iPod and iPhone products, as well as its growing MacBook and iMac personal computing products, Apple’s is known for its high quality electronics. Like Apple, Samsung Electronics is also profiting off its smartphone product line. Based in Seoul, South Korea, Samsung Electronics is led by CEO Geesung Choi and the company is ranked 5th globally in market capitalization. With the release of its Galaxy SIII in 2012, Samsung is proving to be a very strong competitor to Apple, although it still has a long way to go to catch up. Neither Apple, nor Samsung Electronics is unionized. Both companies also distribute their products the same way; both directly and through retailers. When looking at the strengths for Apple, it’s easy to see why they are one of the most profitable companies in the United States. In March of 2012, Apple’s stock reached the $600 mark, which gave them a $560 market capitalization (Kessler, 2012). This is more than double than Wal-Mart’s $210 billion market cap (Kessler, 2012). For a company that was on the verge of bankruptcy in the 1990’s, I find these numbers to quite astonishing. Having such a high value allows Apple control the music and book markets, as record labels and book publishers work with Apple...
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...analyze the issues faced by Samsung in the consumer mobile market. Samsung was established in 1938 as a trading company. It has since grown into a large and highly respected conglomerate headquartered in Samsung Town, Seoul, with operations in over 74 countries. But in recent years the dominance of Samsung in the android mobile market has been threatened by incumbents like Xiaomi and Micromax. Moreover it is facing increased competition from Apple as consumers are becoming more discerning in their product choices. Customers With a complex set of product offerings varying from low to high- end, Samsung is evidently employing a total market strategy, targeting a diverse set of consumers: young consumers, professionals, married couples to families with kids. This total market strategy is reinforced by Samsung’s Galaxy S3 slogan “designed for humans”. Just like Apple, Samsung has its own set of loyalists - a group that is mostly composed of tech savvy individuals who are mesmerized by the open platform Android. Samsung caters to consumers that value efficiency, sensibility, and practicality. Competitors The competitive landscape of Samsung Electronics is multi-faceted. It faces competition from international and domestic brands - with differing price points, operating systems, features and market share. Samsung’s competitors include Apple, Sony, Lenovo, Nokia, LG, HTC, Huawei, Panasonic, Canon, Nikon, Whirlpool, and GE. Of these, Samsung is aggressively pitted against...
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...profit margin was 18.8%, return on assets 34.2%, and return on equity 59%. Its earnings per share (EPS) were 13.49, 32.81, 56.97, 50.48 and 36.64 respectively. The company is highly competitive and profitable as a whole. According to Exhibit 1a, and 6, and chart 1, same with its rankings in the smartphone sales, the ranking of the scale of its total revenue also in the fifth place, behind Samsung, Nokia, Apple, and RIM. But its revenue is rapidly growing, doubling nearly every three years. That growth rate is far better than most of the players in the industry and the average. Its return on sales ratio is among the three highest in the industry, which is an average of more than 15% percent. This indicates that HTC has a very good gross profit margin. Marketing performance of HTC compared with its main competitors For this part, we will take a look at handsets shipping per year, performance in different markets, and current positioning of several competitors in the industry. As shown in graph 1, the overall market share of HTC in the smartphone industry is in the fifth place, after Samsung, Apple, Nokia and RIM. HTC did not perform very well in Q4, 2011 compared with the previous three quarters....
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...Samsung Case Analysis Ernest Coronado Samsung Case Analysis Ernest Coronado CSUCI – Spring 2015 Prof. Jeffrey Stone - Capstone 499 CSUCI – Spring 2015 Prof. Jeffrey Stone - Capstone 499 Smartphone Industry in 2013: Samsung’s Dilemma (1) In 1938, the Samsung Corporation began in Korea as a trading company selling fish, fruits and vegetables to Asia and eventually expanded to manufacturing, machinery and sales operations. Over several decades, the company diversified and grew to become an international conglomerate, which included Samsung Electronics. Samsung’s Electronic business operates in several areas such as visual displays, appliances, health and medical, mobile communications, memory, etc. that generate revenue close to US$100 billion in 2012, making it the world’s largest technology company based on revenue. Samsung Electronics is one of a few major players in the fast-moving smartphone industry. This industry is parsed into two primary segments, the hardware (handset/phones), and the (OS) operating systems that run them. The key issue facing the company today is whether it should enter the OS market for itself, or keep existing relationships and look for other ways to gain strategic advantages in the market. There are several aspects to the environment that faced the smartphone industry. The social and cultural phenomenon where over the last decade consumers have been using technology that allows them to stay connected and communicate anytime and anywhere...
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...subsequent papers, will lead to a SWOT marketing analysis of the chosen branded product. Methodology/approach: the branded product for this paper will be Apple’s iPhone4S. Data to be covered in this first paper will include the following: Product/Brand Analyzed Corporate Background Market/Industry Analysis and Competition Market Segmentation and Target Marketing Relevant External Factors Module 1 SWOT Analysis Findings: Apple is a leader in sales and production in US Markets; with products that appeal across target markets. iPhone 4S sales have eclipsed internal Apple brands, as well as other smartphone companies in the U.S. market. Recent sales dominance, however, has not established an industry lead. Samsung, in partnership with Google’s Android Operating system, owns the global marketplace with something like 21% of total market share. Apple faces both technological and political challenges in the largest smartphone market, China, as it is unable to establish a partnership with the largest carriers there due to non-4G/LTE products. SWOT Analysis section provides specific details regarding branded product strengths, weaknesses, opportunities and threats. Conclusion: while Apple reigns supreme in US markets in terms of sales, and is indeed a global force, it has not established itself overall as the industry leader. It must build on brand/product strengths through release of newer 4G technology; reduce...
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...Apple’s iPhone5 vs. Samsung’s Galaxy S3 Apple’s iPhone5 vs. Samsung’s Galaxy S3 In today’s world, technology has a huge impact on the way that individuals live and communicate. Technology is used at work, school, home, and just about anywhere else that one could imagine. The use of cell phones has been the dynamic for the 21st century. Just about everyone, from the elderly, to elementary students owns one. With such a huge variety of cell phones on today’s market, the iPhone5 and the Samsung Galaxy S3 reign as today’s market leaders. Both devices are exceptional however, when comparing the technology, design, and overall functionality of the iPhone5 and Samsung Galaxy S3 there are some commonalities and differences that prove the superiority of the Samsung device. Examining the design of these two handsets provided by the industry leaders, Apple and Samsung shows that the Galaxy S3 has a vibrant 4.8 inch Super AMOLED HD display, whereas its competitor boasts a 4 inch Retina LCD display. As far as the display goes, the Galaxy S3 is one of the best 720p display smartphones on the market. When comparing these two devices one cannot help but to notice the drastic difference in size. The Galaxy S3 measures 5.38 inches high, 2.78 inches wide, .34 inches thick, and weighs 4.70 ounces. Its counterpart measures 4.87 inches high, 2.31 inches wide, .30 inches thick, and weighs 3.95 ounces. In other words, the Galaxy S3 is a much larger phone compared to the IPhone5. To some...
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...John Kelley Admin400 – R10 Apple vs. Android When it comes to analyzing the Apple iPhone, it is important to understand their main strategies that they use to try and give themselves a competitive advantage. Judging by the products that Apple has put out in their iPhone line, it certainly appears that they have achieved a competitive advantage over other companies, most notably ones in the Android market. The Apple iPhone has always been known for its sleek and highly aesthetic design, along with most other Apple products. This has become a staple of their company, and a strategy that has proved to be successful. The iPhone is physically appealing to most customers, and in the Wired Android article they mention that the visual aspect of the phone is a huge factor in what type of phones consumers will buy. It mentions that people don’t want to buy ugly phones that are hard to use. This is something that the iPhone has taken advantage of to give themselves an edge, by creating a phone that is pleasing to the eye and relatively simple to use. As far as the Android phones, they take a different approach to try and appeal to their customers. They want to express that their technology is “smarter” and has more capabilities than that of Apple’s iPhone. This is a concept that may appeal to some people, but also may steer people away from their product if they are looking for a phone that is easier to use. Although Android phones are still quality products, it appears...
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...Android devices enjoy a majority share in the total sales volume for all smartphones and tablets. This could be attributed to several reasons, the primary one being the fact that Android is an open-source product, which allows any handset manufacturer to adopt and modify it for their hardware devices. Secondly, the open-source philosophy makes its source code available to everyone, which is why it is easier to develop apps that run on the Android platform. However, Android did not start off as an operating system for mobile phones when the idea was conceived by Andrew Rubin, Chris White, Nick Sears and Rich Miner. The initial idea was to develop an intelligent operating system to handle digital cameras. Midway through the development, it was realized that the market for such a system was inadequate, which is why all the efforts were redirected to creating a mobile operating system. At that time, the market was dominated by Nokia's Symbian and Microsoft's Windows Mobile operating systems, none of which were open-source or open to development from individual app developers. The endeavor was quickly noticed and appreciated when Google took over the entire project and started developing the Android system on the Linux kernel. This became a huge turning point for Android, as the Linux-based kernel provided it with much-needed stability and security. After years of speculation regarding Google's intention to enter the mobile market, an "Open Handset Alliance" was formed that includes...
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...purpose, the speed and computing power will make a laptop more efficient. So if the device is going to be used for work but will be moved around from home and work or whatever then you will not need a lot of storage capacity will not be needed and a tablet will be a great choice. Most tablets the features of a laptop in which you will need or want to get a USB connections and keyboard. Technologies has emerged to allow you to be flexible and connect a keyboard when and external mouse with the additional to USB connectors on certain models. As we all know the tablets have maximized the mobile experience for 2016 with large displays, from Apple’s large and in charge iPod Pro and to Android’s powered Google Nexus and Samsung slates. “And it's more than just iOS 9 and Android devices, unlike the best smartphones. Windows plays a limited role with its...
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...Q1. Why was Samsung so successful in Asia? Samsung Group was founded in Daegu, Korea on 1st March 1938. Its founder, entrepreneur Byung-Chull Lee, whose start-up capital was only 30,000 won ($2000), named company «Samsung» which means Three Stars. One of the most plausible versions of the origin of the name tells us that the entrepreneur had three sons. This story also tells us that the company, in lieu of many Asian companies, has remained a family business, thus passing multiplying layers of relatives. The entrepreneur, according to some sources did not receive a degree, but instead became one of the best known and most respected people in Korea, he founded the Korean equivalent of Nobel Prize - Ho-Am Prize, established by Samsung and is awarded for outstanding achievements in the field of science and technology . The company has experienced a rebirth in 195. After the war and predatory actions by the warring parties business was completely destroyed, but it is impossible to destroy the entrepreneurial spirit, and starting from scratch, Byung-Chull Lee revived the company, reaching even greater prosperity in just one year. He was engaged entrepreneur in many areas of interest including: the production of sugar, wool and other consumer goods , retail, insurance, broadcasting, publishing, securities trading. In 1960 Samsung witnesses unprecedented success. In order to rebuild the economy of Korea, a policy of development of large national companies was created. State subsidized...
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...opportunities and resources efficiently. As to make a move while surfing its necessary to catch right wave at right time and get benefit from the power of the wave (Richardson, 2010). Also beach attracts many due to its wide ability of letting people share their joy, sorrow and motivating in its own way, providing that fresh energy and enthusiasm and a large source of recreation. This is how a leader is, providing equal opportunities to all and sharing an openness to followers to state and exchange their ideas and thoughts. Samsung android success story recites in the decision of taking Google’s Android mobile platform and create smartphones, capturing more than 50 percent of the smartphone market in less than three years, under chairmanship of Lee Kun Hee. “The company went from almost zero smartphone sales to quarterly sales of over 50 million units in two years, dwarfing the competition, including Apple” (Hughes, 2012). Samsung opted for android at that time when other companies like Nokia were reluctant and took the opportunity and turned to successful side, emerging as leader in mobile market. The story of Arvind Kejriwal, CM...
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...on organization’s strength, weakness, available opportunities and possible threats. Samsung Electronics Co. Ltd is the leading brand in the world. To be a market leader might be easy but to maintain that lead is one of the difficult tasks. (Lee et al. 2015) SWOT analysis on Samsung Electronics would provide insight of the company. Samsung’s biggest strength is its expenditure on the research and development (R&D) department. Innovation is crucial in technology sector, especially, where companies like Apple, Intel, Microsoft, are operating. In 2015, Samsung spent the second largest amount on R&D which was around US$14.1 billion (Jaruzelski, Schwartz and Staack, 2015). Since 2012, Samsung topped the chart of companies having most patents securing approximately 15000 patents. Interbrand (2015) and Forbes (2015) estimated the Samsung’s brand is worth US$45.3 billion and US$37.9 billion, respectively, making it the 7th most valuable brand in the world. Furthermore, Samsung has adopted vertical integration technique for its smart phones production which has resulted in low cost production. It currently operates in more than 80 countries Discussing weaknesses, Samsung does have some gaps, such as; there are too many models of smart phones in the market, considering that, there was a decline of 32% in its operating profits. Reason being, different models incur various costs. In 2015, Samsung released 34 new models that are exceeded HTC, Apple and Lenovo. Secondly, the company’s...
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