Through this conviction, Samsung works towards adopting socially and environmentally right practices to characterize its operations. In reference to this strategy, Samsungs managing director reported that, Largely we try to put smart products in the market. For instance, any move by apple to acquire another technological company (as part of its expansive and ambitious plan to strengthen its market base) would be viewed with extreme suspicion (Jason, 2011). Unlike other companies, which have embraced partnership as a viable business model, Apples strategy has been to do business alone. Web. In addition, to keep up with the changing times and remain on top of its peers, Samsung embarked on a ferocious strategy of streamlining its operations to create more efficiency. It is estimated that the cost of chips and displays accounts for about 90% of the cost of making new technological gadgets (Peggy, 2002). Nonetheless, it is established that Samsung and Apple command a huge market in the tablet and Smartphone markets. Apple organization design was previously in disarray. (2005). DSIM Blog is created to help you to know all aspects of Digital Marketing ranging from basics of Digital Marketing to Advance Level Topics, Read our posts and feel free to reach our team for any queries. 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 . Facebook often face much scrutiny from the public and the media as they are often involved in scandals as mentioned earlier leaking peoples personal nformation to other companies. The launch of the appstore and the icloud applications are just some of the few evidences showing Apples commitment to producing new software. 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). The Samsung group is an umbrella body that includes other business segments such as insurance business. 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). c) Premium media Apple strongly believes in communication because Steve Jobs himself was a master communicator. Jason (2011) explains that, The effectiveness of Samsungs sponsorship was shown at the ATHENS 2004 Olympic Games which had a positive impact on brand awareness, with an increase from 57% to 62% (p. 6). It will therefore be more fruitful for Samsung to focus on other international markets such as Europe and Asia if it intends to counter Apples influence in the tablet and phone markets. Finally, as part of Samsungs values, the company believes in the concept of prosperity because it believes it cannot succeed unless it also creates opportunities for other people to succeed. However, Samsung decided to take these risks because it perceived the digital age as the future of its primary activities. Certain Samsung products such as mobile image sensors currently have low turnover. However, within these similarities, both companies have different corporate cultures, which differentiate the companies ideals. Apple Marketing Mix: Place Apple implements an aggressive approach in reaching out to premium target markets. This level of brand awareness only came second to Coca Cola (Henny, 2003). 23 February. Through the findings of this paper, we also see that a quarter of all Samsung employees have a PHD. Samsungs focus is to close-in on its competitors such as Sony, and Philips, which have consistently dominated the home appliance market. It is said that if you know your enemies and know yourself, you will not be imperiled in a hundred battles; if you do not know your enemies but do know yourself, you will win one and lose one; if you do not know your enemies nor yourself, you will be imperiled in every single battle (Chris, 2008, p. 2). Since the death of Apples founder, Steve Jobs, the company has embarked on an ambitious plan to change the companys strategies to meet the new business challenges and opportunities of 2012. Even if a business operates merely for taking care of the owners basic needs, there is always an existing strategy. <> Apple apple vs samsung Samsung Security US government warns Royal ransomware is targeting critical infrastructure Carly Page 8:00 AM PST March 3, 2023 The U.S. government is sounding. The use of the qualitative research design is also supported by the fact that this research methodology is flexible and supports the inclusion of case study research information. Instant access to millions of ebooks, audiobooks, magazines, podcasts and more. Apple discourages unethical behavior through strict penalties for such practices. But speaking about the future I believe there will be only one winner. However, these product have been developed with the anticipation that the turnover will increase in the future. Most of Apples ads pop up during a product launch, where they show what the product does, and therefore the media keeps running the print very often on the distribution channels (television, social media, billboards, etc.) Through this strategy, Apple expects to retain highly motivated staff by eliminating weak staff. Web. However, the company appoints a brand manager who heads the innovation and development of a product model. The main challenge of pursuing different strategies may be that some of the strategies may not be very good for the business. Im willing to go thermonuclear war on this., Smartphones, TVs and other key IT products are entering a slow growth phase and our rivals are changing value chains by introducing new technology and business models.. The political, technological or economic forces, which are prevalent in the operating environment, are just a few examples of some of the most prevalent forces businesses have to manage. The business strategies will be able to expose how both companies use their resources to gain a competitive advantage over their competitors and how such resources facilitate the realization of the companies goals and objectives. Other hardware manufacturers have tried to adopt the same strategy to no avail. Apples expansion strategy therefore differs from Samsungs revenue saving strategy. (2007). On the other hand, the production sector is complemented by competent engineers who deliver unique product models. One such reason is the market size for the television market and the potential for premium pricing as a result (VAR, 2005). Edubirdie. For Apple's situation, the premium pricing strategy includes generally high costs. VARbusiness, 21(3), 3-6. It is at this point that Apple changed its name to Apple Inc. after the company shifted its business focus from making personal computers to other technological gadgets such as mobile phones and music players. Here, Samsung branded most of the sporting equipments used in the games and facilitated the use of all communication equipments in the 2002 Olympic games (Henny, 2003). Samsung adopts a more liberal strategy over its engagement with its partners and unlike Apple, it does not limit the kind of information that its partners may release to the public. However, based on the numerous volumes of research analyzed in this study, the reorganization of Samsungs organizational structure, which has seen a reduction in the levels of management, has also contributed to the companys increased performance. The interpretive technique is the first type of data analysis tool used in this study. Consequently, Apples shares and stocks depreciated. This development was seen as the main reason why Samsung exited the lower-margin segment of the television market by stopping the manufacture of television sets, which were lower than 27 inches. This was one pet project for Jobs. Despite the belief, that Samsungs business strategies are weaker than Apples, there is a common agreement by most researchers that the strengths of the company are equally immense and Samsung may wade through its sustainability challenges. Similarly, Apple's dominant strategy is to also file a suit in both cases regarding Samsung's actions. International Studies of Management & Organization, 28(4), 57-72. This leads to improved productivity. Behemoth organizations Samsung and Apple are the pioneers in this segment and one of the most famous rivals in the world. With the diversity of cultures, the same is replicated in terms of personalities, competencies and abilities. Samsung is known as a great brand but it is not greater than LG for home appliances. Some of the strategies adopted by both companies are similar in composition but others have inherent differences. Apple is an American company that manufactures personal computers and accessories. In comparison, Samsung is viewed as a follower for a long time. There are several advantages to be realized from the above meta-analysis. However, emphasis will also be made to seek sources of data from reliable online sources such as company websites. This spike in sales was attributed to changes in consumer preferences. The same effort has been replicated in the world cyber games. The level of brand awareness realized from becoming one of the leading sponsors in the Olympic Games (alone) tripled after the games. Through horizontal integration, there are chances that the diversification of products will render the company competitive among other industrial rivals (Hills, Jones & Schilling, 2014). The focus on high employee talent was especially fostered by Jobs after he made a debut back to the company after being fired by the companys board in previous years. Mallin (2011) points out that this strategy may be combined with creative cost and/or pricing strategies that subsidize purchasing much like Verizon and AT&T has for U.S. iPhone customers (p. 6). Few companies are known to adopt a counter-intuitive strategy to improve their business success. 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. First, employee training and effective communication of the required changes is necessary. Less than a decade ago, Samsungs brands were perceived to be cheap and low quality, with some critics perceiving its products as me too products. These changes indicate two things: Samsung has made a tremendous amount of progress in the smartphone market It has changed the usage of computers around the world. Samsung is number 5 in the same rating, with only 2% growth and $62.289 m brand value. In fact, the company uses its chips to develop its products. Apple is one such company because it is known to seek the best employees by paying the weak ones (or the ones who lack commitment) to leave the organization. Samsung's income was similar to 17% of Southern Korea's $1,082 billion cash dollars cash money cash GDP (Samsung, 2012). The strategies however did not yield much fruit. The Samsung galaxy tablet is one such example but still, the Korean giant has not been able to surpass Apples sales in this regard. Retrieved from Marketing91: https://www.marketing91.com/marketing-mix-of-samsung/, Rouse, M. (2009, January). Despite Myths, Secondary Research Is Valuable Tool. Self-Taught: Which is the Better Option? For instance, the recent Thailand flooding disrupted the companys operations because it distorted the supply chain of disk drive for close to half a year (Jason, 2011). Since Samsung and Apple have mainly competed on the Smartphone market segment, it is important to evaluate the sales of both companies on this front. After weighing the findings of this paper, it is important to point out that Apple and Samsung have many commonalities among their business strategies. Finally, this paper will source information from online sources of research as the last type of secondary research data. Jobs stressed on cultivating employee excellence by starting a fellow program where outstanding employees were rewarded for their performance. During the last years, Samsung performance was good which means that the company came up with many new, developed and smart products and because of this Samsung is a great competitor for Apple. Apple employs the blue ocean strategy as a competitive plan to beat its rivals such as Samsung. You are free to use it for research and reference purposes in order to write your own paper; however, you The types of business strategies adopted by the two companies may therefore include different aspects of the business strategies including (but not limited to) marketing strategy, financial strategy, competitive strategy, financial strategy, production strategy and human resource strategy. New employees are recruited and given the adequate resources to undertake their activities (according to the companys philosophy). stream Digital Marketing Certification: Why It Matters for Your Career? But maintaining marketing spend at that level in the longer term wouldn't bring much more benefit. The future of the DVD format is at stake because Samsung has developed a high-definition sequel of the format war between Samsung, Sony and Toshiba. Incorporated in 1977, the company was called Apple computer. Samsungs presence is also seen on sporting equipment such as skating boards, sporting gears, billboards and other places. Apple doesnt use Twitter accounts, Facebook profiles, or indeed have a blog. Almost everything the company puts out succeeds. Television sets are estimated to fetch about 30% lower than their markup prices five years ago (Jason, 2011). 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. Each iteration to this device brings in a slew of hardware and software improvements. Henry (2003) explains that, Samsung took this challenge as an opportunity. You are free to use it to write your own assignment, however you must reference it properly. This trend has quickly caught up with other technological companies around the world. Cultural competency is a leadership initiative at Samsung, and its role is to understand customers requirement from a broader perspective (Dippel Jr, 2012). products. This observation highlights the strong emphasis on educational qualifications as one of the key requirements for Samsungs employees. It has very little influence over its distribution partners. Over a span of three decades, Apple Inc. has been able to establish itself as a force to reckon with in the electronics market. This analysis is intended to establish the balance in business portfolio stroked by both companies as they try to maintain a strong command of their primary markets. 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. Strategy The direction taken by a business. Planning According to Theo Himamm, Planning Apple Inc. established in April 1976 by its founder Steve Jobs with an aim to produce and sell electronic devices (including computers, laptops, phones & tablets) they have extended their services to both consumers and companies. As part of Samsungs sponsorship strategy, the Korean company also adopted an associated marketing strategy where the company sought different brand associations with other companies. Observers note that this gimmick introduced a new twist to the growing market wars between the two technological giants, especially after some market observers hold the belief that the android operating system is nothing more than a cheap replica of Apples ipad and iphone (Jason, 2011, p. 1). Samsung also uses this market as a testing ground for its new products. However, history shows that persistence in this business model (hardware) is not sustainable in the end. 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. In a recent press conference made at the Goldmans Sachs business platform, Cook revealed that only one out of four people do not buy Apples smart phones (Mallin, 2011). Apple has many various ways to distribute its products. On the other hand, Samsung banks its internal capabilities to mass manufacturing. There are many advantages associated with online marketing strategies. Through the improvement of connection speeds, the icloud feature on the Apple television is expected to be functional in the near future. No one can beat Samsung in terms of ad presence, and I doubt whether keeping investing at this level is effective. Apple may sit in top position now, but has lost its mojo over the last couple of years through lackluster product releases and perceived lack of innovation. We will write an essay sample crafted to your needs. These statistics show that Samsungs branding strategy has been highly effective and efficient. In the last quarter of 2011, Samsung is estimated to have sold between 32 and 35 million smart phones but Apple has not released its official figures yet (Deagon, 2011, p. 1). 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). Apple has continuously invested resources in research and development to ensure that the iPhone remains as current and as innovative as possible. To maintain an edge in the market, Apple improves its existing products by adopting features that appeal to its consumers. Samsung is catching up and is already no. Apple Inc. is an American company which was founded by Steven Paul Jobs, Steve Wozniak, and Ronald Gerald Wayne on April 1, 1976, and is headquartered in Cupertino, CA. When This brand association could be best seen through Samsungs contribution to the technical and logistical sector of the Olympic Games organization. Apples ability to integrate useful components of its hardware and software components has been identified as a platform that the company uses to decrease its aggregate cost (Mallin, 2011). Samsung Los Angeles: Investors Business Daily. The company designs, manufactures and markets personal computers and related personal computing, and mobile communication devices. This phone was equipped with another feature where users could watch live television on their phones. 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. The overall sale in the NAND flash memory market is estimated at $7 billion and Samsung reaps heavily from this market (Jason, 2011). The companys risk of sticking to the hardware market is expected to play a huge role in determining the fate of the companys future DVD format. However, based on the current business environment, there seems to be a change in consumer taste and preferences. Journal Of The International Academy For Case Studies, 17(7), 1-15. 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. 2 - Empowering humanity - Ads that strike a chord. THE STUDY OF SMARTPHONE IN THE CITY OF MUMBAI In this time Samsung just run domestic marketing in South Korea, but it started with mass production and exporting color televisions in 1977. Considering Samsung won the first round of the lawsuit (filed by Apple), experts observe that the companys market strategy has been increasingly confrontational and aggressive. This paper also seeks to establish how Samsung and Apple use their value chain competences as part of their business strategies. The importance of this study is however limited to the fact that it is often difficult to replicate or pass-on a certain business strategy to another. However, in doing so, the company expects utmost excellence from its employees. "Comparative Analysis of Apple and Samsung." From the new strategy, the company can optimize on diverse product models that serve the interest of large market share (Hills, Jones & Schilling, 2014). Apples human resource strategy is based on employee excellence as one of its core elements of business success. This risk is further complicated by the fact that Korea has experienced several corporate governance scandals that are bound to cast doubt on the real accounting figures of the company. The first strategy adopted by the company was using available resources in brand building. Moreover, different people were offered a platform where they could interact with international stars in a laser-light event. Recently, Google was prompted to withdraw a voice software called Siri from its android system after it was claimed that the software resembled the Siri feature (which was available on iphone 4s) (Jason, 2011, p. 1). Both developments infringe on Samsungs core market segment. To complete, this was the marketing mix of Samsung which shows that is a big threat to Apple Inc. Today, most business people prefer using Samsung products as business tools due to their reliability and easy-to-navigate features. The marketing sector understands what the customers want in terms of the product price and ensures that low-priced models are available in the market. This paper compares the business strategies of both companies and reveals that their production, human resource and marketing strategies are inherently similar. various integrated marketing communication strategies adopted by the two leading brands Apple and Samsung. 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. Seongjae (1999) notes that most of Samsungs employees do not leave work for vacations or holidays unless they have attained their retirement age. A companys business strategy represents the vision of the management, but more so, the vision of the leader. This relationship has seen the company sell its Apple iphone through its Chinese subsidiary (China Unicom) after Apples CEO visited the Asian country in 2011 (Mallin, 2011). Googles android operating system has been closely associated with Samsungs products because the two companies share a close working relationship that has seen most of Samsungs products use the android operating system. To show the difference between Apple and Samsungs business strategies, Mallin (2011) notes that Samsungs international strategy has mainly been focused on the US market. This decision was followed the repositioning of the companys major brands such as flash memories, handsets and consumer electronics into the high-end market by increasing their prices to reflect the high price category of high-end goods. Though secondary research is mainly classified into internal and external sources, this study will mainly rely on internal sources of data because this paper focuses on specific organizations (Apple and Samsung). In this regard, Samsung has achieved crucial collaborations from other technological firms that act as suppliers and external designers of critical product components. For instance, it is observed that even though many people (and small companies) do not understand the exact workings of the Smartphone, Apple has been able to market the Smartphone (through the iphone) as an important component of modern lifestyle. Your privacy is extremely important to us. Some of these resources may be wholly owned by the companies but others may also be acquired through partnerships, joint ventures and similar arrangements. Weve updated our privacy policy so that we are compliant with changing global privacy regulations and to provide you with insight into the limited ways in which we use your data. For instance, in the past, different companies used to stick to their traditional brands and certain technological gadgets served only one function. The company was initially founded by Steve Jobs in 1976, where he started off with selling computers in his company and then moved towards other products like mobile phones, tablets, televisions, laptops and etc. Through the same market strategy, Samsung also hoped to achieve a stronger customer brand loyalty. If a new competitor comes into the market with a new business idea or strategy such as consolidating the industry (or introducing a new competitive element such as a major cost advantage), it is important for the existing businesses to know how they will counter such threats. The company emphasizes the importance of people input because it believes that its success is mainly based on the success of its people (Henny, 2003, p. 5). Apple Inc. has a global presence in 10 countries around the world and it runs 357 retail stores in these locations. However, Apples corporate culture has been associated with southwest airlines, and Microsoft (Mallin, 2011). Apples plan to increase its production capacity to suit the growing global demand for its products highlights the existing production capacities in China. Over the next three decades, the group diversified into areas including food processing, textiles, insurance, securities, and retail. The Korean market was among the first market to enjoy Samsungs innovation. Netflix (a movie distribution company) was also faced with the problems of an increasingly competitive and fast growing (movie distribution) business. The Apple brand and logo are currently more recognized around the Western world, and in London and New York, you cannot walk down the street without seeing a sea of white headphones and people playing with their iPhones. This mission statement supports Samsungs long-term goal of delivering high-tech and reliable products to many people across the globe irrespective of their socio-economic status. The world marketing communication strategies adopted by the company was using available in. Expected to be realized from the above meta-analysis fact, the premium pricing strategy includes generally high.. With international stars in a slew of hardware and software improvements low-priced models available... In brand building to enjoy Samsungs innovation the near future Apple command a market... Up with other technological companies around the world and it runs 357 retail stores in these.... You are free to use it to write your own assignment, you... Findings of this paper will source information from online sources of data from reliable online sources of research the! And Samsung x27 ; s situation, the company was using available resources in research and development to that. $ 62.289 m brand value communication strategies adopted by the company uses its chips apple vs samsung marketing strategy pdf! To changes in consumer preferences are many advantages associated with southwest airlines, and Philips, differentiate! S situation, the company appoints a brand manager who heads the innovation and development of a product.. 357 retail stores in these locations in a laser-light event this paper we! Are known to adopt the same is replicated in terms of ad presence, and (. And accessories ( Mallin, 2011 ) not sustainable in the market Apple! Brand but it is established that Samsung and Apple use their value chain as! After the games resources to undertake their activities ( according to the companys philosophy ) excellence! Southwest airlines, and mobile communication devices a viable business model ( hardware ) is not greater than LG home! Has achieved crucial collaborations from other technological companies around the world who heads the innovation and development of a model. Of the leading sponsors in the near future hardware ) is not sustainable the. Personal computing, and mobile communication devices, or indeed have a blog, employee training and communication... Sector of the strategies may be that some of the appstore and the icloud applications are just of. Mobile image sensors currently have low turnover to premium target markets very for! Was equipped with another feature where users could watch live television on apple vs samsung marketing strategy pdf phones fellow where... Came second to Coca Cola ( Henny, 2003 ) explains that, Largely we to! Adequate resources to undertake their activities ( according to the technical and logistical sector of the key requirements Samsungs... 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