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Differences of marketing strategy between Apple and Samsung in smart phone industry - Dissertation Example

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Differences of marketing strategy between Apple and Samsung in smart phone industry

Smartphone helps the users in accessing internet based applications in a much faster manner owing to its potential of global connectivity. Further Smartphone in comparison to other mobile phones also helps its user base in applications facilitating complex computing. Existence of Smartphone has helped in enhancing the aspect of personalisation pertaining to the consumers where the user base can delete and keep a large number of mobile applications according to one’s selectivity and desire. Thus the emergence of a Smartphone has in total revolutionized and transformed the cellular communication market by enabling the user base to avail internet application anywhere and anytime. With the help of Smartphone the consumers thus tend to enjoy a large number of applications pertaining to the ambit of social networking and also internet based activities like e-mails in an enhanced fashion for which global demand for such tends to rise in an accelerated mode. Moreover usability of Smartphone also enables the people to retrieve large amount of information relating to their surroundings and interests relating to food and restaurants, news, games and sports and others. The global market for Smartphone in comparison to normal mobile phones is found to gain a rapid acceleration despite the economic fluctuations affecting the global telecommunication devices market. A survey conducted during the period ranging from 2007 to 2010 reflects that the global market for Smartphone has gained a compounded growth rate of 4 percent. Moreover the percentage of sales in units for Smartphone has increased along the 2007 to 2010 period by a rate of 20 percent. The same percentage rise has also been located in terms of market volume growth of such along the stated periods. Focusing on such rise along the 2007 to 2010 period forecasts pertaining to the sales volume for Smartphone has been made along the period ranging from 2009 to 2015. It is observed that where during 2009 the number of Smartphone sold were 173 million the same is taken to reach around 619 million units by the close of 2015. This exponential rise in the demand for Smartphone is related more to the incorporation of 3G and Wi-Fi enabled network in the cellular gadgets thereby contributing in the enhancement of the potential of the Smartphone (Song, n.d.). The global Smartphone market is governed by leading competitors like Apple, Samsung, Motorola and Research in Motion mobile phone companies. These companies compete with each other pertaining to the Smartphone industry in terms of the emotional and rational enhancements shared with the consumers. Samsung tends to gain command over other players in the Smartphone market by working on the frontiers of innovating different models. Moreover Samsung also focuses to gain the market lead by rendering Smartphone that are affordable in terms of cost. Competing with Samsung, Apple focuses in rendering Smartph ...Show more


Differences of marketing strategy between Apple and Samsung in Smartphone Industry Contents Contents 2 Introduction 4 Research Aims and Objectives 6 Research Aims 6 Research Objectives 7 Literature Review 8 The Global Smartphone Industry 8 Apple and Samsung in the Smartphone Industry 10 Marketing Strategy of Apple in the Smartphone Industry 12 Marketing Strategy of Samsung in the Smartphone Industry 14 Influence of Apple’s and Samsung’s Marketing Strategy on Consumer Behaviour 16 Impact of Apple’s and Samsung’s Marketing Strategy on their Growth and Profitability 17 Methodology 23 Overview 23 Selection of Rational Marketing Method 25 Secondary Research 25 Primary Research 26 Sample Se…
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