Global Strategies of Apple and Samsung

Running head: GLOBAL STRATEGY
Global Strategy
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GLOBAL STRATEGY
The global strategies of Apple
Fig 1: Global Strategy of Apple Inc (Source: Steenkamp, 2014)
Apple uses licensing, exporting, importing strategies for market entry. Licensing has
some positive characteristics and so Apple uses market entry mode. Licensing has low risk as
compared to other market entry modes. The regulations for licensing are also very less. This
strategy has also high returns. One of the most important strategies used by Apple Inc is
differentiation. The reason behind using this strategy is to deliver high customer value through
its innovative brands. Apple uses the differentiation strategy for a number of reasons. The first
one is wide acceptance, Apple offers product like iPod, iPad, iPhone and iTunes. All these
brands have gained a huge acceptance. All the brands provide value to the company by

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GLOBAL STRATEGY
development of a strong position in the market (Apple, 2017). Through its innovative brands
apple has gained competitive advantage. The competitors cannot imitate the products of Apple
Inc. Apple has focused on providing the best quality to its customers. They have been pioneer in
with their brands like iPad, iPhone and iTunes. The pricing strategy used by Apple is skimming
strategy. The products of Apple signify status and quality (Song & Lee, 2014). Apple Inc do not
compromise on quality therefore, the price is set accordingly. This strategy is also helpful for the
being different in the market. Hence, it can be said they use both cost differentiation and product
differentiation strategies. The brands of apple are not geographically bound and so they use
creative advertising strategies. They focus on advertising the superiority of their brand.
Global strategies of Samsung
Fig 2: Global Strategies of Samsung (Source: Song & Lee, 2014)