Marketing Strategy and Plan for Samsung and Apple

Running Head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Student’s Name
University Name
Author’s Note

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MARKETING STRATEGY AND PLAN
Table of Contents
1. Introduction..................................................................................................................................3
2. Discussion....................................................................................................................................3
2.1 Findings.................................................................................................................................3
2.1.1 Samsung..........................................................................................................................3
2.1.2 Apple...............................................................................................................................5
2.2 Analysis.................................................................................................................................6
3. Conclusion...................................................................................................................................7
Reference List..................................................................................................................................9

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MARKETING STRATEGY AND PLAN
1. Introduction
This report will make an analysis of the capacity of the marketing strategies as well as
marketing process involved with brand development of the two reputed electronics brands,
Samsung and Apple. Making a comparison of the marketing aspects of the two organizations,
the marketing intelligence of the two organizations, in context to the early concepts like
marketing intelligence, market segmentation and so on would be done. The two organizations,
Samsung and apple are largest names in manufacturing and distributorship of smart phones all
over the world. Previously, there was the domination of organizations like Nokia as well as
Motorola in the market of electronic and especially mobile phones. After the launch of the
iPhone in the year 2207, apple took over the consumer market. However, the marketing case
study makes it evident that after the introduction of the Galaxy series of Smartphone in the year
2013, the competition became stiff for the Apple. The unique features of android twinning with
the massive scale of advertising of Samsung created a buzz in the market of smart phones all
over the world and as such Samsung had almost taken over iPhone in order to become the largest
and probably the biggest brand for smart phones in the world.
2. Discussion
2.1 Findings
2.1.1 Samsung
Samsung have had a well framed position in the smart phone market because of the
fourth quarter of the FY 2016 that helped the organization to earn market share of 18.5%. This
market share has been on the rise, since then as the company has been entirely focused on the
budget conscious shoppers (Boscor 2016). The marketing intelligence of Samsung is evident in