However, low-priced and unique products from companies like Samsung are a threat to Apple. This report focusses on these two companies and their marketing mix strategies. The companys success and main business competence has been its success in the ipod, iphone and ipad markets. How to use the 7Ps Marketing Mix Smart Insights. The owners of Galaxy S5 wander around them and are not at all embarrassed when the battery of their phone announces their weakness by notification. Apple television also intends to use motion sensor technology where the product will be able to follow the action in a room (through a video conferencing platform) and relay the same on the screen. Therefore, meaningful research can still be obtained with a small case study or a collection of relevant cases. Samsung has not risen to the top by copying its competitors or levering its resources; it has been a dominant player in the technological industry by adopting unique competitive strategies. Apple accused the South Korean company of plagiarism. Moon Ji-hun, head of brand consultant Interbrand's Korean operation, adds: When your brand doesn't have a clear identity, as is the case with Samsung, to keep spending is probably the best strategy. 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. One of the main reasons Apple is using the premium price policy is because of the technology they are using in their products. On the other hand, Samsung has a wide range of product models that are not high-end. In the midrange, they could look at Intuit ($17B market capitalization) though that might raise regulatory flags. Should you have any questions regarding our Place in the Marketing Mix of Apple Inc. Retrieved from Marketing91: https://www.marketing91.com/marketing-mix-apple-inc/, Marketing91. This statement has a strong implication in businesses because the tactics and methods used by businesses in undertaking their daily business operations define the future direction of their fate. 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. Some people can say that this study alone, in this paper's conclusion, cannot say Apple is better. 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. Because Samsung has a wide range of products, the company uses many price strategies. The qualitative research design will be used as a precursor to quantitative research, which may form the basis for future studies on Apple and Samsungs business strategies. Cowan, D. M., Dopart, P., Ferracini, T., Sahmel, J., Merryman, K., Gaffney, S., & Paustenbach, D. J. However, many researchers attribute his input to Apples human resource pool as mainly being focused on developing and retaining the best human capital (Jason, 2011). Apple approach to achieving innovation in the company is based on cultural diversity. 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. Samsung believes in its value and adores the power of a celebrity. SUBMITTED BY: However, the company appoints a brand manager who heads the innovation and development of a product model. The company has strived to attain this goal by developing layers of advantages over its competitors. Mallin (2011) explains that Samsungs strategic intent is to to become a major global competitor with a premium brand position in the global market (p. 5). Apple still outspends Samsung by a high margin in marketing, but the quality and creativity in Samsung's marketing campaigns for their new products have been exceptional. This move inspired Samsungs competitors to do the same. Creating Customer Engagement: Marketing Strategies, The Nestle Companys Sales Stagnation in China, Bridgeport Drones Companys Services and Products, Fast-Food Industrys Market Place and Environment, Containerization, Its Pros & Cons, and Future, * Hyperlink the URL after pasting it to your document. This vision is shared by Samsung whose mission is to be a global leader in electronic manufacturing and digital media. So far, Samsung has collaborated with other companies such as Toshiba, and Philips to better their business practices and fortunately, some of these collaborations have increased the companys market share (Mallin, 2011). The Content Marketing Showdown Apple vs Samsung. Strategic Management: An Integrated Approach: An Integrated Approach. In case of Apple, when more and more people are seen having and iPhone, other individuals get compelled to have the one; this is known as halo effect. In the ad, the company poked fun at Apple customers. Long leader in the smartphone market since the iPhone, Apple has been dethroned by Samsung. Im going to destroy Android, because its a stolen product. The iPhone website has clean, clear and witty interface. From the above sentiments, many researchers peg a lot of hope on Samsung but Apple strategies are perceived to be far more effective. There is a direct correlation between the nature of business strategies adopted by the two companies and the corporate actions undertaken by the same companies. How are their business and marketing strategies different? Transformational Leadership and Management, The Muenster Pump Company: Reducing Costs. Chris (2008) explains that it is ordinarily difficult for companies to undertake both primary and secondary activities at the same time. According to Interbrand [4] and Forbes [5], the Apple brand is worth US$234.241 billion and US$205.5 billion, respectively. The common business ideology in todays technological world is that the development of new software and content is guaranteed to elevate a companys position ahead of its competition. Digital Marketing Certification: Why It Matters for Your Career? There are many advantages associated with online marketing strategies. Do not sell or share my personal information, 1. Tim, P. (1991). 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. However, I think that both companies Apple and Samsung should come up with new features or new devices because the customers are more focusing on getting new technology which could make life easier. February 23, 2023. https://studycorgi.com/apple-vs-samsung-companies-business-strategies-comparison/. Marketin Strategy Samsung Samsung Electronics. Learn how to market a business online just like experts & agencies do it. This paper focuses on the court battle between Samsung and Apple as one area of competition for the tablet market share. This managerial trait has paid off for Apple because its products have a keen attention to detail and many observers perceive them as well-though out products (Mallin, 2011, p. 5). This observation was made in reference to Apples strong business strategy. Many Japanese, European and US companies learned the hard way that such business strategies do not work in the long-term but they also exposed the wisdom that companies, which insist on their traditional business models, need to invest a lot on research and development to come up with new product lines that are sustainable in the end (Jason, 2011). During the same event, Samsung also hosted an event dubbed national days that highlighted the national cultures of different countries that participated in the sports. Apple Inc., an American multinational corporation was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 197. I will spend my last dying breath if I need to, and I will spend every penny of Apples $40 billion in the bank, to right this wrong. As another competitive strategy for its business, Samsung has also pursued collaboration. For example, VISA sought partnership with MSN because it had the strongest online presence as it tried to reach out to a young audience (Jason, 2011). Rmon Elsten, Vice-President of the Swiss Contact Center Association, Watch DSIM Trainees Celebrating Last Day of Batch. 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 printer and notebook PC are only some of the products that have been launched in the European market using this strategy. Though taking a big leap in the companys expansion strategy may not solve some of the company inherent expansionary problems, there is no doubt that such a strategy would simplify Apples expansion strategy. It almost seems like Apple has created a very strong brand following by remaining unique to its competitors. The data will be analyzed and segmented into different groups, which are identified by unique codes. Samsungs brand value is now perceived to be in excess of $12.5 billion (Henny, 2003). Well, we do. Apples expansion strategy therefore differs from Samsungs revenue saving strategy. c) Retail the trade partners sell through individual handpicked retailers who are authorized to sell Apple products. The strength of these companies cannot be underestimated if history is anything to go by. The company adopted the sports-centered market strategy after its management realized that it did not put enough effort to add value to its products. Peggy, A. February 23, 2023. https://studycorgi.com/apple-vs-samsung-companies-business-strategies-comparison/. New product designs were complemented by the introduction of new product designers to increase the scope of Samsungs product design to meet the standards of the highest level of product designs (Henny, 2003). The increased brand awareness also led to a significant boost in the companys sales. However, recently Apple has been losing out on sales, due to it's narrow product line, premium image, and focus on bringing out one product at a time. Samsungs strategy is however focused on the hardware market. The company consequently made many millionaires a development that elevates it above many of its rivals who have also conducted IPOs in the past. 2023. The new Samsung flagship smartphone will be marketed as high-end, most-preferred gadget by media influencers, and must-have accessories or digital items for the 18-36 years old, earning $50,000 annually. Other companies such as Samsung need to learn the same business strategy by coming up with new and innovative products of their own rather than developing replicas of superior products in the market. At the same time, Apples rivals created cheaper products such as Microsoft windows, which slowly gained a good reputation in the market (Mallin, 2011, p. 1). Furthermore, to overcome the challenges of a poorly performing global economy, Samsung intends to forge better and close relationships with its consumers. To be precise, Apple is credited for revolutionizing technology through its fancy, but expensive gadgets. Among all these videos, we have selected those whose mockery is subtle, or almost . Therefore, firms such as General Electric have pursued an all-rounded strategy where different employees are trained to undertake different tasks (Mallin, 2011, p. 6). These amazing companies have made a lot of useful technology to make our life easier. But Apple's success isn't just a matter of making a lot of money, or selling a lot of products. 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). From the new strategy, the company can optimize on diverse product models that serve the interest of large market share (Hills, Jones & Schilling, 2014). For example, Samsung has been engaged in a long battle with Sony after the latter introduced the Blu-ray technology in its gaming gadgets. Retrieved from Marketing91: https://www.marketing91.com/marketing-mix-of-samsung/, Marketing91. Evidence is given of Sony, which was forced to almost depend on its play station market to sustain its hardware production because it stuck to the hardware market (Jason, 2011). Certain Samsung products such as mobile image sensors currently have low turnover. But maintaining marketing spend at that level in the longer term wouldn't bring much more benefit. Samsungs willingness to trade at a discount however shows the inclination of the companys corporate governance strategy to consumer-friendly policies. Apple has many various ways to distribute its products. And, Apple is never hesitating to highlight the advantages of the products to the target audience. (2019, June 16). Samsung uses many ways to promote because they believe in pulling the customer to themselves through advertising but at the same time uses strong tactics to push the product to the customer. The software market is very lucrative and Samsung should acknowledge this fact and divert its resources in the same regard. In fact, the Korean market is deemed Samsungs launch pad for new products. It will be very difficult to predict the timing and severity of the competition. Though this feature has been prominent in other phones (in the recent past), Samsung was a pioneer in accommodating this feature on their gadgets. Similarly, a small business owner may fail to see an existing business opportunity for growth. Looks like youve clipped this slide to already. Some observers note that Apples strategy of defeating its competition is by widening the competitive moat but at the same time, the company is good at preparing the grounds for future product launches. Most Samsung employees are therefore seen to take vacations and leaves soon after retirement. Apple continued on dominating the Smartphone market within the years; however Samsung introducing Samsung galaxy series in 2013 brought increased competition for it. By extension, a companys business strategy defines the best approach a companys management can take in securing the future of a business. First, employee training and effective communication of the required changes is necessary. From this perspective, the company always has a ready market that prefers uniqueness in terms of product specifications and price (Hills & Jones, 2008). In the new market for digital music players, Samsungs three-year-old Yepp is behind only the Rio of Japans D&M Holdings Inc. and Apple Computer (AAPL) Inc.s iPod. Both GRI and G3 evaluates the environmental performance of Apple products in terms of energy consumption, pollution and waste generation (Cowan, Dopart, Ferracini, Sahmel, Merryman, Gaffney & Paustenbach, 2010). For example, Samsung has consistently stuck to the manufacturing industry, especially after the success of the microchip market segment. Some of the threats, which are evident in the business environment, may not be motivated by the competition but by the consumers. With the diversity of cultures, the same is replicated in terms of personalities, competencies and abilities. Both Apple and Samsung companies are in the electronics industry with specialty in mobile and computer technologies. All rights reserved, Apple's Organizational Culture And Structure, Corporate Social Responsibility In Apple, Volkswagen And British Airways, Apple Company: Planning, Organizing, Leading And Controlling, Apple versus Samsung: Design Patent Litigation, Advantages And Disadvantages Of Apple Supply Chain, Apple: Supply Chain Management Issues And Approaches To Its Improvement. A companys business strategy represents the vision of the management, but more so, the vision of the leader. This provision is considered unpopular in most western economies but Samsung has been able to implement it because of its diverse work locations. Samsung also needs to reevaluate its business strategies according to the current intrigues of the technological market. Your privacy is extremely important to us. If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. Hill, C. W., & Jones, G. R. (2008). (2023) 'Comparative Analysis of Apple and Samsung'. The spot also acted as a recreational facility for all people, but more importantly, the visitors were given a chance to try out Samsungs products at the venue. This allows Samsung to gain ground, credibility, and money from their nemesis. The strategies used by Apple Inc. and Samsung Pages: 3 (815 words) The conflicts between Apple and Samsung Pages: 6 (1533 words) Apple and Samsung Pages: 4 (957 words) Apple vs Samsung devices Pages: 2 (477 words) Supplying Capability Apple vs Samsung Pages: 5 (1364 words) Samsung vs. Apple - The smartphone wars Pages: 6 (1605 words) Some of the most notable changes on Apples business strategy has been the focus on new and emerging markets, the development of new products (such as Apple televisions), development of Apples icash and boosting the companys operations to meet the increased global demand for Apples products. The Apple television is one such product, which has caused a lot of stir in the technological world. However, such a move is not considered a strategic action for the company because it does not add to its revenue growth. Now, that's a big gain for Apple and a massive drop for Samsung, but understand that on a global basis . Samsung was founded by Lee Byung-chul in 1938 as a trading company. However, on a larger platform, Samsungs resources are designed to strengthen its areas of key competence television market and other hardware market segments. GovNet eJournal, 1(1). In 2010, Steve Job well stated that No one is ever going to buy a big phone and Samsung can hardly hold its behavior. Television sets are estimated to fetch about 30% lower than their markup prices five years ago (Jason, 2011). Apple vs Samsung Strategy - What is Strategy - Strategy Made Simple - 01 7,235 views May 6, 2020 133 Dislike Share Save TheAdvantage 152 subscribers Strategy made simple is a series. It has been a while since our last video, but here is our video focusing on Smasungs marketing strategy and how they have become a global brand and a world l. Samsung should therefore divert more resources to research and development so that it can come up with new and innovative products that can stake a claim to its dwindling market share. Such applications touch on different human interests such as sports, business, entertainment and the likes. In addition, unlike Apple, Samsung does not dictate the terms for its distribution channels. However, the survey was based on experiences reported by 1,985 tablet owners in July 2012. Similar companies have also suffered the same fate because Motorola, Ericsson and Apple Inc. are also feeling the heat of sticking to the hardware market. Nonetheless, Samsung enjoys less disruption of employee performance because of vacations and holidays. In addition, this paper also investigates the core competence for both companies. Moreover, both companies are streamlining their operations according to the global operating environment. Galaxy S is promoted as somewhat vibrant, fast and thinnest mobile phone and the advantages embraced are explained clearly. The first strategy adopted by the company was using available resources in brand building. 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. In 2010 alone, this market grew by close to 200%. However, both companies have pursued different strategies to achieve their success. Second, allowing employee participation in decision-making allows employee to become part of the process. Apple Inc. (2019, June 19). 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 Olympic rendezvous acted as an entertainment spot located on a 1024 square feet piece of land on Athens Olympic sports complex where fans and participants sat and enjoyed the games (Henny, 2003). Therefore, Samsung undertakes its operations in the most transparent manner and through the right moral compass; the company hopes to entrench its operations on the right ethical foundation (Henny, 2003). A big part of the answer lies in its sheer marketing muscle Samsung spends a bigger chunk of its annual revenue on advertising and promotion than any other of the world's top-20 companies by sales 5.4%, according to Thomson Reuters data. (2019, March 10). Here, he said that. In addition, the company derives strength from a large pool of competent engineers who get support from an aggressive research and design personnel. The company has formed impressive consumer networks among its most trusted consumers such as the network of imac computers (Mallin, 2011). It is reported that Apples innovative strategy has played a big role in revolutionizing the technological market for the developed world. Samsung conducted market research in different countries to find out the preferences of its consumers. Web. (1999). It is estimated that Apples stock price rose more than ten times (Mallin, 2011). But fast forward a year, to Q4 2020, Apple did 79.9 million vs. Samsung's 62.1 million. The influence of a companys business strategy spans across different sectors of a businesss competence areas such as customer retention and resource allocation. London (UK): Financial Times. 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). Apples business strategies are different and depend on product models. 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). Finally, this paper also proposes that Samsung should direct more company resources to the home appliance market, which is its area of key competence. Apples human resource strategy traces its roots to Steve jobs business principles. Similarly, the companys net margins significantly improved from a mere 0.5% to about 13% (Peggy, 2002). Apple started business in 1976 and has since been in competition with other giant multinationals such as Microsoft and IBM (especially in the computing market). Moreover, the media pays a lot of attention to Apple than it does Samsung. The US consumer base seems to be an inflexible customer pool, which would be harder to penetrate. In 2013, nearly $ 14 billion was spent on marketing and advertising, enough to put your eyes on it. Market Segmentation Of Apple 1346 Words6 Pages a. Each level of organizational structure is led by a manager who reports to a senior authority. This emphasis is explained by the importance of the American market as a test platform for the launch of new products in the international market. Unlike other companies, which have embraced partnership as a viable business model, Apples strategy has been to do business alone. The company has been unapologetic for pursuing this strategy and despite the fears of the global recession; the company has consistently maintained a high-end marketing approach. The final week of study will be dedicated to data presentation. However, Samsungs management is of the opinion that, when it comes to competing against one another, it will not shy away from the battle. These are: Apple is broadly considered as a great innovator in the smartphone industry. Business actions are always strategized because they are designed to achieve a specific goal (Chris, 2008). The constant attribute here is that people will always undertake business actions that they believe will draw them closer to achieving their business objectives. The benefit that Samsung has with its products is that there is confidence in all Samsung products due to the way the products are developed. Apple vs. Samsung: Marketing Strategy & Business Strategy. However, unlike his former boss, Tim Cook, the new company CEO, has never failed to discuss the future of Apples business strategy in recent times. Samsung is doing a lot of things to prove they are innovative and therefore, can experiment and learn from their experiences. On the other hand, Samsung competitive advantage is supported by a marketing sector that finds a wide market share for the unique products. Though many observers term apples market focus as arrogant, the company has earned a reputation for producing minimal gadgets, which do not compromise on quality (Jason, 2011). However, Steve Jobs went against this norm and took his time to focus on the little attributes of the product development strategy. "Apple vs. Samsung: Marketing Strategy & Business Strategy." Obviously, issuing dividends to the companys stakeholders is a sure way of sharing the companys success with the people that matter (Jason, 2011). Samsung did not hesitate to use this social platform to display its products and new technology. Apple and Samsung are very successful in selling their products all over the world and over the last years, they have experienced very high growth but also small decreases. In addition, Samsung promotes cultural diversity through disabled vocational trainee programs that empower the disabled within the company. Samsung also believes that through a set of values, it can be the best company in the technological world. As evidenced in this paper, information from case studies (such as court cases) are highly relied on to develop a framework for the understanding of the research problem. For instance, the companys senior vice-president in the retail department had no authority to direct other activities within the companys retail chain, other than those described within his roles. Brand value is closely related to its recognition, meaning that Apple is also one of the world's most recognizable brands. Other companies have had a good record of assimilating their activities in new markets and thereafter gained a lot of experience regarding the same ventures. If you use an assignment from StudyCorgi website, it should be referenced accordingly. This observation is true because of the leading status of the US market on the international front. Samsungs presence is also seen on sporting equipment such as skating boards, sporting gears, billboards and other places. The company perceived this strategy as a tool to breed the best human power possible within every company department. (2023, February 18). Furthermore, the company strategy of venturing into new markets is complemented by the push to merge new technology with new markets. It is also during this period that Apple introduced the itunes platform, which allowed consumers to purchase music and play them on other music players. Through this conviction, Samsung works towards adopting socially and environmentally right practices to characterize its operations. From this perceptive, the company has to establish a global mindset and relevant world cultures. Apple takes pride in the entrepreneurship of its founders. Designing an advertisement in which one directly tackles the competitor is double-edged because the message conveyed can be misinterpreted. Currently, other technological giants in the digital market (such as Sony) are becoming more worried about Samsungs growing success because recent reports show that existing technological companies are always seeking to know what Samsung is doing. StudyCorgi. It is however easy for a companys management to ensure their companies competencies are effective to guarantee their competitive positions. The generalizability of the research information may also be limited to a specific component of the businesses in study. From this assertion, Samsung believes that it contributes to the betterment of the society. (2007). Talk to the audience in their language 4. Digital media is responsible for consumer electronics and mobile communications. From the growing potential in these emerging markets, Apple perceives the establishment of a market access strategy to be more important than introducing innovative products. 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