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Pricing Strategy of the Samsung and Apple - Desklib

   

Added on  2020-05-11

6 Pages1223 Words437 Views
Running head: MARKETINGMarketingName of the Student:Name of the University:Author Note:

1MARKETINGContentsImpact of market segmentation on the pricing strategy of the Samsung and Apple.......................2Branding strategy followed by Samsung and Apple.......................................................................2Differences between the branding strategy of Samsung and Apple................................................3References........................................................................................................................................5

2MARKETINGImpact of market segmentation on the pricing strategy of the Samsung and ApplePrice plays an important role in the success of any company. The segmentation strategyby Samsung has put an augmented focus on the different characteristic of the customers in aparticular region. The main targeted group of Samsung is the middle class people, businessprofessionals and the teenagers. Moreover, product development is one of the most importantgrowth strategies which is followed by Samsung. As the main customers segments of Samsungare the middle aged customers, so the company has set the price of Samsung galaxy S8 in such away so that the consumers can purchase it and they will also get all the facilities at a cheaper costcompared to iphone. The Galaxy S8 of Samsung is especially made for the IT departments andthe businessmen and they can do all their work and thus make their life easier. Samsung galaxyS8 has tried to blend the consumer and the business feature in one device (Dissanayake &Amarasuriya, 2015). On the other hand, Apple’s iphone 8 is targeting the higher end of themarket. Apple is targeting the premium customer segments and the price of iphone8 is highercompared to Samsung S8. Apple’s strategy is that its old phones are also sold at a much higherprice. This is not true in case of Samsung and other brands. This was an important reason for thehigh pricing strategy of Apple. Moreover, iphone has two growth opportunities i.e. the pricesensitive customers and the unsubsidized market and this has helped the company to set the priceaccordingly (Truong et al., 2017). Thus, it can be said that market segmentation lays animportant impact on the pricing strategy of the company. Branding strategy followed by Samsung and AppleApple Inc. has used the Apple brand to compete in the highly competitive market. Applehas expanded its products range and services. iPhone has used the augmented reality feature and

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