Comparison between Apple and Samsung Companies

1. Apple VS Samsung

2. APPLE
INTRODUCTION AND HISTORY
► Name: Apple Incorporation
► Founder: Steve Jobs, Steve Wozniak, Ronald
Wayne
► Founded: 1 April, 1976
► Headquarters: Cupertino, California US
► Employees: 116,000 (2017)
► Current CEO: Tim Cook
► Market Share: 20.3%
► Market Share in Pakistan: 14.7 (2017)

3. ► Launched iphone:29,June 2007
► No.1 Brand by Interbrand
► Services Worldwide
► Logo: Byte into an Apple
► Slogan: Think Different

4. SAMSUNG
INTRODUCTION AND HISTORY
► Name: Samsung Electronics Co.Ltd
► Founder: Lee Byung Chul
► Founded: 1 March, 1938
► Headquarters: Suwon South korea
► Employees: 308,745 (2016)
► Current CEO: Kwon Oh Hyun
► Market Share: 18.5%
► Market Share in Pakistan: 26.1% (2017)

5. ► Launched Android: 27 April, 2009
► No.6 Brand by Interbrand
► Services Worldwide
► Logo: Samsung
► Slogan: Imagine, and “Think bigger”

6. 4Ps of Iphone
 Product differentiation from competitors
 Innovative product
 LTE wireless technology
 High quality camera
 Own IOS, no third party apps
 Finger print sensor for 1st time
 Deals also in services
 Home screen button for android
PRODUCT
 Price Skimming is used
 Price is reduced for the previous products
 Apple reduce price with time and never goes on sale
PRICE
 Advertisement through online ads, TV ads and Buzz
marketing
 Personal promotion by the CEO and the Top level
managers
 Iphone packaging is also effective enough to attract
consumers
PROMOTION
 Selective distribution
 Stores and outlets are at Highpoint shopping centers
 Karachi (Apple Istore), Lahore (Icity), Islamabad (UNI
store)
 Online available at Amazon and Ebay
 Apple stores and certified retailers are available at
upmarket retailers
PLACE
TARGET
MARKET

8. Segmentation
(Demographic and Psychographic)
 IT conscious and technology lovers
 Professionals and Teenagers of both genders
 Highly life style conscious
 High income earners

10. Positioning
 Strong brand image
 Exceptional User Interface of apple
 Steve Jobs as CEO
 Focuses on the emotions of consumers by apple brand
architecture

11.  Most valuable brand
 No 1 Brand (inter brand)
 Apple sold 340,000 iphones per day in 2012
 Apple is world’s largest IT company by revenue and
total assets
 2nd Largest Mobile Manufacturer (www.factslides.com)
 Strong marketing and advertising teams
 Strong financial performance
 No promotion to target lower class of society
 Very few service centers
 Poor after sales service
 High price
 Incompatibility with different OS
 Defects of new products
 Patent infringements
 Strong growth of mobile advertising market
 Increasing demand for cloud based services
 High demand
 Growth of tablet and smartphone markets
 Obtaining patents through acquisitions
 Rapid technological change
 Android OS growth
 Competitors moves in online music market
 Rising pay levels
 Price pressure from Samsung over key
components
SWOT analysis of Iphone
Strengths Weakness
Opportunities Threats

12. SAMSUNG

14. 4Ps of Samsung
 Innovative products
 High tech producer such as micro-chips and
semiconductors
 Also provides micro-processors for Apple
 Offers diverse products or wide range of products
PRODUCT
 Competitive pricing and also uses penetrative pricing
 Price is reduced for more sales
 Samsung offers many of its products for sale
PRICE
 Highly effective advertising and brand sponsorships
 Sales promotion
 Advertisement on TV and online ads
 Sports sponsorships
PROMOTION
 Direct selling to retailers and service dealers
 Intensive distribution
 Exclusive Samsung showrooms
 Modern retailers and distributors
PLACE
TARGET
MARKET

15. Samsung
segmentation
Strategy
 Geographic
 Demographic

16. Target
 Also main target is young energetic consumers
 Also offers product for the benefits of ordinary
consumers
 Countries having low capital income

17. Positioning
 Samsung concept stores
 Wide case network
 Style and technology
 Tag lines used by Samsung (The next big thing, Six Appeal)

18.  Strong marketing and advertisement team
 Leading innovator in mobile device technology
 Strong financial performance
 Innovation and design
 Focus on environment
 Low production costs
 Largest share in mobile phones and 2nd place in
smartphones sales
 Too low profit margin
 Main competitors are also largest buyers
 Lack its own OS and software
 Focus on too many product
 Patent infringement
 Growing mobile advertising industry
 Growing demand for quality application processors
 Growth of tablets market
 Obtaining patents through acquisitions
 Rapid technological change
 Declining margins on hardware production
 Breached patents
 Price wars
 Saturated smartphone market in developed
countries
Strengths Weakness
Opportunities Threats
SWOT analysis of Samsung

19. Recommendations
Apple Samsung
 Company can develop strong
relation with the consumers by
effective after sales service
 Can attract new consumers of low
income
 Can increase sales more by new
innovative products
 More resources on R&D for
future products

20. Conclusion
Apple Samsung
 Best innovative products
 Has to consider the low income
earners
 Best option for the low capital
earners
 Leader of electronics and
should minimize diversification