Marketing Mix Analysis of Apple and Samsung

9050PROJ MBA Project Term 2 AQF LEVEL 9
Student Name: Wonder Mushonga
Student number: A001535600
Marketing Management: An analysis of the marketing mix of two
competitors within the same product-market domain
Word count: 4,482

Marketing Analysis 1 | P a g e
Executive Summary
With the changes in ramified economic changes, each and every organization needs to
implement effective strategic planning to run the business effectively. In this report, two
companies from the same product market domain have been analyzed. The main outcome of this
report is to identify and analyse marketing mix of two competitor companies operating in the
same market domain. The evaluation in this document is based on how well these companies
have been using these marketing mix to attract more clients in market. The name of two
companies selected in this report is Apple Incorporation and Samsung Company. With the
ramified economic changes and complex business structure, it has become necessary to prepare
effective marketing plans and strategic program to attract customers in market. There are several
internal and external factors which have been affecting the business functioning and
implemented strategic program of these two companies.

Marketing Analysis 2 | P a g e
Table of Contents
Executive Summary.....................................................................................................................................1
1. Introduction.........................................................................................................................................3
2. Background..........................................................................................................................................3
Description of company..............................................................................................................................3
2.1. Apple incorporation.....................................................................................................................3
2.2. Samsung Corporation......................................................................................................................3
3. Rational for the comparison................................................................................................................4
4. Industry overview............................................................................................................................4
5. Project scope........................................................................................................................................5
6. Literature review.................................................................................................................................5
6.1. Marketing mix of Samsung and Apple............................................................................................7
6.2. Comparison and contrast between Samsung and Apple Inc.............................................................9
7. Research Methodology......................................................................................................................11
7.1 Case study Method..........................................................................................................................11
7.2 Data Collection Method...................................................................................................................12
8. Presentation of finding.......................................................................................................................13
a. Analyzing the data.........................................................................................................................13
b. Reflection on findings and implications.........................................................................................17
Conclusion and recommendation..............................................................................................................17
9. References.........................................................................................................................................19
Appendix...................................................................................................................................................22

Marketing Analysis 3 | P a g e
1. Introduction
With the changes in economic conditions, the marketing mix program is very much required in
business to implement the proper strategic program in the marketing plan of business. In this
report, the marketing mix of two companies have been analyzed to prepare the corporate
strategic plans The main corporate strategy of Apple Incorporation is to satisfy the client’s needs
and demand by providing advanced quality products and services. It follows the different life
cycle chain methods to increase its overall turnover throughout the time (Apple, 2017). The
corporate strategy of Samsung is to attract the potential clients by using the cost leadership
strategy and customized products in market (Samsung, 2017)
2. Background
Description of company
2.1. Apple incorporation
Apple Incorporation is an American multinational company having its headquarter in Cupertino,
California. It designs, develop, sells consumers electronics, computer, software and online
services (Apple, 2017). This company has been running its business on international level and
focuses on selling standards products to attract high number of clients at large. The main
strategic program of the Apple Incorporation is to maintain the high quality and offer advanced
high-tech gadgets to its clients (Apple, 2017).
2.2. Samsung Corporation
Samsung is a South Korean Multinational Company having its headquartered in Samsung Town,
Seoul.. The Samsung has capture high market share in Asian countries. The corporative strategy
of company is to sell mobile phones and other electronic devices at least price to its clients
(Samsung, 2017).

Marketing Analysis 4 | P a g e
3. Rational for the comparison
The main rational for comparison is to identify the weakness and strong points of both
companies and comparing which one company is doing best in the mobile phone market.
4. Industry overview
With the advancement of the technologies, several companies such as Microsoft, IBM, Xiaomi,
Oppo Vivo, Sony and HTC have been dominating the technologies business functioning. The
industry growth rate of Apple and Samsung is average 23% since last five year which reflects the
positive market outlook for the growth of these both organizations. However, more than 25%
market share in smart phones have been acquired by Samsung on international level. Apple has
acquired 20% market share of smart phones and other electronic gadgets (Aqsa, and Kartini,
2015). In the technologies peripherals industry, people are more inclined towards the
organizations which are indulged in using the highly upgraded features in their current offering.
Nonetheless, IBM, Xiaomi are the major new rivals who have been dominating the smartphone
market with their highly advanced smart phones on international level. The industry turnover of
this Apple and Samsung is approximate 50.45 billon US dollar which has increased by 22% as
compared to last five year data (Tang, 2017).
Rank Rival Market Share
2016
Market share
2015
Year on- Year
growth
1 Xiaomi 13.7% 14.08 150%
2 Apple 12.3% 5% 99.7%
3 Huawei 11% 9.1% 28.3%
4 Lenovo 9.5% 12.8% -14.3%

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5 Samsung 7.9% 11.00% -49.9%
7 Others 45.6% 47.6% 23.5%
Total 100% 100% 19.1%
Source: Lee, W.S., Lee, M.K., Kang, S. and Yoo, J.W., 2018. The Samsung–Apple patent war:
Socio-cultural comparative study of news frames in a business conflict issue. International
Communication Gazette, p.1748048518767789
5. Project scope
The project scope in this research document is to evaluate the marketing mix of two large
corporations namely Samsung and Apple. It is observed that the marketing mixes of these two
companies are based on the 7P’s factors which may influence the corporate strategic plan
prepared by these companies to run the business effectively.
6. Literature review
The Apple Corporation has been following standards work process on international
process which may impact the business functioning while attracting more clients on international
level.
The marketing mix could be described as combination of factors that could be controlled by
company to influence consumers to purchase its products. It plays an important role in the
success of the organization. If proper marketing mix process is used by the company then it
would help in grabbing the potential market share and increasing the overall revue of the
company. The marketing mix of a company is based on the 7P’s factors of the business which
needs to be assessed while formulating the corporate strategic plan and procedures of the
company (Armstrong, et al. 2015).