MBA 9050PROJ Project: A Marketing Mix Analysis of Apple and Samsung

This MBA project report provides a comparative analysis of the marketing mix strategies employed by Apple Inc. and Samsung Corporation. It delves into the 7Ps of marketing (Product, Price, Place, Promotion, People, Process, and Physical Evidence) for both companies, examining their approaches to product development, pricing strategies, distribution channels, promotional activities, and customer service. The report also explores the competitive landscape, highlighting the strengths and weaknesses of each company's marketing efforts. The research methodology involves a case study approach, utilizing secondary data to analyze and compare the marketing mix elements of Apple and Samsung, ultimately providing insights into their strategic positioning and market performance.

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

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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.

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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

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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).

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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).

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The Apple incorporation has used 7P’s factors of marketing minx to prepare the corporate
strategic plan to run the business effectively (Jaswal, et al.., 2016). The marketing mix of these
companies focuses on revealing core competency of how well they could use their strength to
create effective corporate strategies to win over the market.
The marketing mix of these two companies provides information on who are the key people of
the company, what are the products offered, process of the business, physical evidence, price of
products charged, place of the business, promotional activities, geographical representation for
the market in which goods and services will be offered by Apple and Samsung (Jaswal, et al..,
2016).
In context with the Samsung Company, it has been analyzed that the after sale services of the
Samsung is less effective which might impact its sustainable brand image. Samsung has reduced
the price of its products to win over the market but at the same time, it has hampered the quality
of its offered smart phones and on the electronic gadgets. Therefore, Samsung needs to change
its corporative strategies to make its products more clients oriented and it also has to focus on
improving the existing after sale services program.
The main issue in this research arises related to comparing and evaluating the marketing mix of
one company with another. It is analyzed that the corporative strategy formulated and business
plan implemented by these two companies are based on their independent internal and external
factors. It might be difficult to compare these two companies in context with their marketing
mix.
Marketing mix of two companies (Apple and Samsung)
Marketing mix: A marketing mix may be defined as a combination of various factors that can
be controlled by the company to influence consumer’s behavior to purchase its products and
services. As the same, marketing mix is used by Apple Inc. and Samsung to overcome the
competitors and maximize the profitability in the global market (Baker and Saren, 2016).

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6.1. Marketing mix of Samsung and Apple
Samsung and Apple marketing mix encompass various factors including product, price, place,
promotion, process, people and physical evidence.
Product: Samsung electronics products are designed and manufactured in 6 global design
centers and manufactured in 53 global production bases. The company has approx. 34 research
and development centers worldwide that engage in new and innovative product development
Samsung products can be divided into three divisions including consumer electronics, IT&
mobile communications and device solutions (Samung, 2017) Furthermore, Samsung products
include tablets, cameras, refrigerators, air conditions, mobile phones, television, laptops and
Microwave ovens (Kotler, 2015). Apple manufactures designs and sells innovative and
technological devices such as IPhones smart phones, IPad tablets, Portable personal computers,
Mac desktop, Media players and iPod digital music. Along with this, the company also uses OSX
and IOS operating system software and application to produce new and innovative products. The
products of the company are known and famous for their high quality and durability across the
world (Apple, 2017).
Place: Samsung provides products through various channels in the global market. It uses
marketing channels to promote and encourage the products and services. The company has its
own stores to sale the products in the international market (Samsung, 2017). The company is
trying to expand galaxy consultants program in the world. It shall be noted that Samsung also
uses official website to increase the sale in the competitive market. In addition, huge investment
is done by the firm to select the attractive and dynamic place to sale electronics products all over
the world (Samsung, 2017).
Apple includes online stores, direct sales force and wholesalers. Apple store are creatively
designed place where consumers can buy the products easily. Official website is used by the
company to expand and explore the business activities globally (Apple, 2017). Apart from this,
direct sales forces also used by the company to promote and sell certain and specific products in
the market. Furthermore, Apple Inc. maintains reciprocal relationship with wholesalers and
retailers to sell the products globally. Recently, the corporation operates 499 stores in more than
22 countries globally (Knöpfle, 2016).

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Price: The Samsung Company uses three types of price strategy such as price skimming,
competitive pricing and product line pricing. Price skimming is initiated by the company to
introduce new and innovative products with different features and capabilities. Along with this,
the firm also adopts competitive pricing strategy to stand out against the competitors globally.
On the other hand, Samsung uses product line pricing strategy to separate its products into the
cost categories to create a good image in the minds of the consumers (Lee, et al, 2018).
Apple Inc. uses premium pricing strategies such as premium pricing, price skimming and
geographical pricing to increase the demand and sale of Apple products globally. Mostly, the
company sets the premium price to overcome the products because the firm sells innovative and
premium products including IPhone, MacBook, I watch and I pad. Moreover, dynamic and latest
technology is used by the company to produce and launch premium products.
Promotions: Samsung uses multiple promotions strategies to attract and retain wide range of
consumers across the world. The company believes in pulling the consumers to themselves by
using unique and dynamic promotional and advertisement strategies. Apart from this, pull and
push strategy is also initiated by the company to introduce new and innovative products.
Apple is known and famous for its dynamic promotions and advertisement. Apple Inc. focuses
on its innovative products to differentiate these products from the competitors. Communication
one of the significant factors that helps in promoting the products and services. Elegant
promotion is used by the firm to encourage new and innovative products. It shall be noted that
the firm is highly believed in communication because Steve Jobs himself was a dynamic and
effective communicator and player (Aqsa, and Kartini, 2015).
People: Samsung relies on the people who run the business activities and operations
successfully. Therefore, effective team is maintained by Samsung to initiate the business
successfully. Having the right and appropriate people is necessary because they are essential part
of the business (Boone and Kurtz, 2013).
Apple uses effective workforce to be the biggest leader in the market. No company can survive
its business activities and operations without effective and dynamic team.

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Processes: Effective and dynamic processes and procedures are followed by Samsung to deliver
electronics products to end use customers globally (Samsung, 2017).
By using unique strategies, Apple converts new customers and secures their loyalty and
confidence in the market. Furthermore, the firm has expanded its distribution channels to attract
more and more customers (Kesavan, and Mascarenhas, 2015).
Physical evidence: Samsung keeps physical evidence while selling the products to the customers
in the international market (Piao, and Kleiner, 2015).
Apple has wonderful stores which provide satisfaction to the customers. In addition, they take
physical evidence while selling the premium products. It has quality after sale services in which
all of its damaged products are replaced on the basis of client’s requests (Apple, 2017).
6.2. Comparison and contrast between Samsung and Apple Inc.
Product: Samsung fitness monitor is called gear fit and has been selling advanced high-tech
gadgets in market. It provides various unique and dynamic products (Jackson and Ahuja, 2016).
Samsung products have won a large number of recognitions and awards like Best product award
in 8 categories by BLI summer pick award whereas Apple Inc. is very strong in latest technology
and launching innovative and unique products in different categories. The main product
comparison has been made between iPhone ranges varied from the models Vs. Samsung Galaxy
smartphones (Apple and Samsung Comparison, 2018).
Price: If a premium price is to be set for the product, Samsung needs to render a strong and
unique competitive advantage for the gear fit over the rivalries. Furthermore, price skimming and
product line pricing is used and implemented by the company. In contrast, Apple Inc. sets the
high and premium prices for their unique and high quality products globally. The firm sells the
premium products to the consumers all over the world.
Place: By using dynamic place strategy Samsung has been able to make a good and string image
in the minds of the customers. Online selling is done by the company as it also uses modern
retail outlets to increase and promote the sale of the products. A Galaxy consultants program is
held by the company to decide the location for selling the products (Samsung, 2017). On the

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other hand, Apple Inc maintains strong relationship partners, sellers and retailers in the market to
enhance the selling of the products (Apple, 2017).
Promotion: Advertisement and promotion strategies are being used by Samsung in the market to
promote and encourage the mobile products and services. Samsung also uses successful
endorsement to encourage its products in the international market. In contrast, advertising,
personal selling and sales promotion are done by Apple Inc. to make a good financial position in
the competitive market. The advertisement is done through the company’s stores and website
(Apple and Samsung comparison, 2017).
Physical evidence: Physical evidence is significant marketing element that is used by both the
company such as Apple Inc. and Samsung (Apple and Samsung Comparison, 2017). It is used
by the companies to make sale more attractive and unique (Goi, 2011). The strong brand image
of Apple has resulted to following the price skimming strategy and increase the overall profit.
The Samsung followed cost leadership strategy as it is trying to penetrate the market with cost
leadership style (Samsung, 2017).
Process: It includes the packaging and distribution channels to gain competitive benefits in the
marketplace. Samsung and Apple Inc. focus on the process, plans and procedures while
producing new and latest products (Lovelock, 2011).
People: Workforce is considered the backbone of the company as no company can grow its
business activities without dynamic workforce. Both the companies maintain effective team in
the organization to stay in the competitive market as it also helps in maximizing the profitability
and revenue (Larimo, et al. 2018).

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There are several internal and external factors which need to be undertaken by the management
of companies to prepare their corporate strategies. In this research, marketing mix of two
Competitors Company based on the product market domain has been analyzed. It is observed
that Apple has followed standards strategies to win over the market by maintaining high quality
in its offered high-tech products and smart phones (Armstrong, et al.., 2015). On the other hand,
Samsung Company has issues in their aftersales services program which might impact its overall
turnover on international level. After that, comparison analysis will be used to evaluate all the
internal and external factors of business which could be used to identify the core potential areas
of development for the growth of the company (Liu, et al. 2017). It is considered that corporate
strategies of a company should be prepared on the basis of marketing factors. If a company
wants to implement successful strategic plans then it will first have to identify all the internal and
external factors such as available resources, market offering, client needs, use of technologies
and legal factors of company. The marketing mix of a company is based on the nature of
business, type of clients in market and competitors offering. By using this research, researcher
could easily identify the potential development area of these two companies which they need to
develop with a view to increase their overall turnover. This research has shown the key short
coming and strengthens of two companies named Apple Incorporation and Samsung (Yoo,
Donthu, and Lee, 2010).
7. Research Methodology
It is observed that research methodology is the technique used to gain the pertinent information
on the research topic. The research methodology is used to collect the data by using several
primary and secondary sources. In this research, data has been collected by using secondary
sources which will be used to prepare the whole research.
7.1 Case study Method
The research methods assists in conducting the research study which will divulges the relevant
information and knowledge on the research topic it aims to study the corporate strategies
prepared by these two companies on the basis of marketing mix. Nonetheless, the data has been
collected from the journal articles and case study given on web to identify the potential industry

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growth, shortcoming and strengthen of Samsung and Apple. The case study method will divulge
the past and present actions undertaken by these companies in their strategic planning. It assists
in identifying the key strategies which are used by both companies to win over the market.
There are several theories, factors, research philosophy, research design and methods which
could be used by the researchers to collect the data regarding the marketing mix of these two
companies. Research philosophy reflects the paradigm of the research study which provides the
detail information about the research topic which eventually assists in implementing the
comprehensive analysis. It is divided into two main parts such as Epistemological and
Ontological. The epistemological is further divided into three parts Positivist, Interpretivist and
Realism which assists in gaining the pertinent information on the selected research topic. On the
other hand, Ontological evaluate the belief, perception and work understanding of the researcher.
7.2 Data Collection Method
Research strategy is used to collect the data from several sources. It includes the roadmap
or proper structure program which could be undertaken by the researcher to collect data and
implement the effective research program (Brooks, and Simkin, 2012). In this research, two
research strategies are followed such as inductive and deductive. In deductive research
approach, direct methods are used to analysis the industry and other affecting factors on the
developed corporate strategies of these two companies. Inductive approach focuses on generating
the new theories by starting with the specific observation on the future trend and industry factor
of the market (Liu, et al., 2017).
In this research, the research method secondary research data. Secondary data like journal,
books, annual report of both companies could be used to collect the data for the permanent
research (Lee, Olson, and Trimi, 2012).
Use of journal article and documents could be used to collect the data for the further research.
This data assists in making the further analysis and identify the business trend and future outlook
of company (Aggarwal, and Arora, 2013).
It is observed that data would be collected by using secondary sources. There will be two kinds
of data which involves quantitative and qualitative data (Chen, and Ann, 2016).

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8. Presentation of finding
After evaluating the marketing mix of these two companies, it is observed that Samsung has
strong brand image in Asian countries and developed core competency in cost leadership
strategy. Nonetheless, after sale services of the Samsung is very poor which might impact its
credibility in the market and eventually reduce the market share of company. If Samsung
strengthen its after sales services for its sold phones then it might increase the attractiveness of
its products and may result to increase turnover on international level. At the same time, Apple
Company needs to lower down its products price if it wants to grab potential clients for its
offered cell phones.
1. Analyzing the data
In the way the product array of the Apple has grown quite vast with several new products
including advance software being added to its portfolio. Apple has planned to further grow its
product line by entering into new portfolio. It has complemented its products through its advance
technologies features in market (Jaswal, et al.., 2016). It has been observed that company needs
to change its strategic plans to improve its value chain activities. It needs to focus on following
customized business strategy to make its existing smart phones and other high-tech gadgets more
clients oriented. In addition to this, Apple has followed price skimming strategy in its pricing
methods program. It also needs to focus on cost leadership strategy to attract more clients (Tang,
2017).
Below in the table following peculiarities in terms of the marketing mix has been discussed
(Helm, and Gritsch, 2014).
Particulars Apple Samsung
Innovation and Technology Apple is considered as a
pioneer in the industry of
smartphones (Apple, 2017).
Samsung on the other hand is
under the category of the
follower. The launch of the
galaxy S4 itself is an example

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It is known for new range of
applications and beautiful
designs. The products
designed by the Apple are
Mac, IPhone, IPod, Apple TV,
Apple Watch and software
and services. The technology
used by Apple company
includes aluminium
machining technology
(Smilansky, 2017).
of imitation of apple’s
designs and continues to
appear as a notable
competitor (Samsung, 2017).
The other products
manufactured by Samsung
are tablets, mobile phones,
washing machine, microwave
ovens, refrigerators, camera
recorders, televisions (Khan,
2014).
Social Media Presence and
Price
It uses minimal presence of
social media. The only
promotional medium it
chooses is TVC. Also the
Apple products are premium
in nature and it does not cater
to all sections of society.
Being a market leader its
segment is limited (Ashley,
and Tuten, 2015).
Samsung on the other hand is
present on clustered websites
like Facebook, Twitter,
YouTube, Samsung mobile
and TV applications. It has
also covered areas through
certain campaigns and
platforms. At times Samsung
sues skimming prices and
sometimes the competitive
pricing policy (Smilansky,
2017).
Advertising The online website is the
suitable mode for Apple. It
has clear and witty interface.
It targets the audience with
alluring advertisements about
the products. It focuses on
Samsung on the other hand is
promotes using blue interface
in comparison to apple’s
white interface. The features
like vibrancy, speed, and size
have been discussed in

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differentiating the product
with unique factors that are
different from its competitors.
It focuses on how to get
directly related with the
customers (Apple, 2017).
particular. It uses various
marketing drivers covering
peak as well as non-peak
seasons (Samsung, 2017).
Customer Engagement The launch of Your Verse by
Apple highlights how
incredible things are done by
the people in their own
innovative way. This way the
customers are kept on top
priority and needs are focused
deeply (Apple, 2017).
Samsung on the contrary
launched its own campaign
“incredible art piece
explicitly designed to
promote galaxy note pen
style. The ease to use a
gadget is what the Samsung
focused on typically and
critically (Samsung, 2017).
Public relations and Publicity The apple follows the concept
of Halo effect. As when the
audience see the buyers of
Apple’s products, more and
more people are compelled to
buy the same. This concept is
not followed by everyone
generally. It seems the Apple
products have certain
specifications which make it
unique from others and
therefore, the other audience
is compelled to buy the same
(Pavlou, and Stewart, 2015).
Samsung on the other hand is
utilising the social media to
market its products through
all possible and plausible
channels. This way it’s
successful in covering
youngsters to grab and talk
about the products. It focuses
on amass to sell its products
along with after sale services.
This way it can build large
customers (Ashley and
Tuten, 2015).

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Entertainment Apple may win at innovation
and publicity but Samsung has
covered a large part in terms
of entertainment. In terms of
entertainment it does not have
much to cater. The touch of
the IPhone and the usage of
applications continuous level,
the accuracy of the time is
what make it a saleable
product (Apple, 2017).
Samsung keeps entertainment
on priority basis; it adores the
power of belief and value as
a celebrity. It infuses new
features like Samsung
catalogue to store photos and
videos, Samsung chat
application for any queries
and questions. These features
call for entertainment in
smartphone industry
(Samsung, 2017).
The main difference between Apple and Samsung is based on its advanced research and
development department. It is observed that the research and development of Apple is
comparatively strong which has resulted to several benefits to the company. Apple has been
using the life cycle competitive strategic program to win over the market by introducing the new
upgraded products. These advance features offered by company not only attract clients but also
increase the overall market share of company. On the other hand, the research and development
department of Samsung is less effective which provides less advance features as compared to
Apple. In addition to this, the after sales services program and innovative work culture of the
Samsung is less effective which shows the physical evidence of company is less effective as
compared to Apple. Nonetheless, with the ramified changes in economy, Samsung has increased
its market share to 25% on international level which eventually increases its overall turnover and
return on capital employed. it is observed that Samsung may lead the market with its cost
leadership strategy and consistent development in its product and service (Cecere, Corrocher,
and Battaglia, 2015).

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2. Reflection on findings and implications
After analyzing all the details and case study of Apple Incorporation and Samsung Company, it
has been observed that Apple incorporation has used the innovative and creative features in its
offered products to attract more clients. It is analyzed that with downsize of its introduced
products, the company uses the product life cycle stage to increase the overall turnover. After the
decline stage of its existing products, Apple freshly offers its newly advanced products with the
attractive features. It will not only attract clients but also add value to their satisfaction level. On
the other hand, Samsung Company has also used the same corporate strategic plan to increase its
overall market share. However, it needs to focus more on increasing the quality of its existing
services and products. Samsung needs to make more investment in its research and development
department and arranging more after sales services center around the globe for the betterment of
its client service satisfaction.
Conclusion and recommendation
Apple is one of the most influential brands in the market of United States and on
the contrary the Samsung is leading globally. The total turnover of Apple is 22,923.4 Billion
USD which is way too high as compared to others (Apple, 2017). The Samsung also has 22,345
billion sales in 2017 that is very close to overall turnover of Apple (Samsung, 2017). After
implementing the research, it is observed that the main issue in this research arises related to
comparing and evaluating the marketing mix of one company with another. It is analyzed that the
corporative strategy formulated and business plan implemented by these two companies are
based on their independent internal and external factors. It has been observed that company
needs to change its strategic plans to improve its value chain activities. It needs to focus on
following customized business strategy to make its existing smart phones and other high-tech
gadgets more clients oriented. In addition to this, Apple has followed price skimming strategy in
its pricing methods program. It also needs to focus on cost leadership strategy to attract more
clients (Tang, 2017).
It might be difficult to compare these two companies in context with their marketing mix.
However, after analyzing all the market factors it could be inferred that in terms of quality of the

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Phones offered in market on international level, Apple Company has been dominating over the
Samsung. In terms of Volume, Samsung Company is dominating the market. Apple should lower
down the cost of its phones products or should also develop new phones which could be made
available in market for clients. On the other hand, Samsung should focus on increasing its after
sales services for clients.
It is advisable for the Apple to lower down its phones price or introduce the new phones
which would be affordable for the middle class buyers to buy easily.
If Samsung could strengthen its after sale services then it could attract many clients in
easy and determined approach.

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3. References
Aggarwal, V.K. and Arora, S., 2013. Global Brands’ Impact of Relationship Marketing on
Customer Loyalty: An Analytical Study. Global Journal of Management and Business
Studies, 3(8), pp.843-848.
Apple and Samsung Comparison, 2018., Comparison between Apple and Samsung., Available at
http://customer.wips.co.kr/mail/newsletter/2013/0117/Apple%20and
%20Samsung_Final_Report_JP.pdf., Accessed on 19th May, 2018.
Apple, 2017., Annual report., Available at http://investor.apple.com/financials.cfm., ., Accessed
on 19th May, 2018.
Aqsa, M. and Kartini, D., 2015. Impact of online advertising on consumer attitudes and interests
buy online (survey on students of internet users in Makassar). International Journal of Scientific
& Technology Research, 4(4), pp.230-236.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Boone, L.E. and Kurtz, D.L., 2013. Contemporary marketing. Cengage learning.
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence &
Planning, 30(5), pp.494-5

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Cecere, G., Corrocher, N. and Battaglia, R.D., 2015. Innovation and competition in the
smartphone industry: Is there a dominant design?. Telecommunications Policy, 39(3-4), pp.162-
175.
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Appendix
Source: http://www.patentlyapple.com/patently-apple/2013/02/new-stats-show-apples-iphone-
dominance-in-web-traffic-due-to-savvier-users.html

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Source: https://www.slideshare.net/VirajShah10/comparison-between-samsung-and-i-phone-using-
statistical-measures
Source: https://www.moontechnolabs.com/apple-vs-android-2015-statistics-global-survey-report/