Developing a PLC: Comparing Samsung & Apple Mobile Phone Strategies

This report provides a comparative analysis of the Product Life Cycle (PLC) of Samsung and Apple mobile phones, examining the stages of introduction, growth, maturity, and decline for each brand. It highlights the different strategies employed by Samsung and Apple in each stage, noting Apple's initial high costs and brand loyalty advantages versus Samsung's budget-friendly approach and competitive challenges. The report further explores how market dynamics, such as the launch of new iPhone models, impact the sales and profitability of previous models, leading to decline and prompting Samsung to adapt through cost-effective production and pricing strategies. The analysis concludes that the PLC framework is crucial for marketing professionals in making decisions about product launches and redesigns, offering insights into the lifespan and market leadership of these mobile phones.

Developing a PLC for two
competing products in a
same industry

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................1

INTRODUCTION
Product life cycle is a marketing concept which reflects the time gap between a product
market entry and its exists (Margarida and et al, 2021).
This report defines and compare the product life cycle stages in reference to Samsung and
Apple mobile phones. Its stages will highlight how mobile phones enter the market and build
awareness. Furthermore, how their sales increase and decreases in time intervals.
MAIN BODY
Samsung and Apple both are known mobile brands. Both have number of mobile phones
and which compete among themselves. The Product life cycle of Samsung and Apple mobile
phone is studies under the four stages of PLC. It includes; Introduction, Growth, Maturity and
Decline (Nath Kakoli, 2017).
 Introduction: Introduction stage of the cycle is the most expensive for company, as it
involves the launching of new mobiles in market. Apple with its high cost iPhone suffer
with low sales and financial losses in this stage. Whereas, Samsung with budget friendly
mobile phone does not face low sales and losses, but has to face high competition. For
example: introducing the iPhone 13 requires huge investment in term to launch of
Samsung galaxy phones.
 Growth: This is the stage in which the product increasingly gains acceptance among
customers and start earning profits. Apple in this stage enjoy the benefit of brand
conscious customers. Its sales increase and profit rises but cost per customers falls. But
Samsung does not gain much hike in profits as compared to Apple. In current period its
mobile phones get slow growth or run in market due to huge competitors in same price
range.
 Maturity: Maturity is the stage where the sale is at peak point and then start decreasing.
This is the stage in which investment is done to maintain the market share. Apple as
compared to Samsung required high investment as its phones cost too high. In this stage
of PLC both the companies enjoy high profits with stable customers. For Apple currently
iPhone 12 is at maturity stage but launching of 13 resulted decrease in the sales of 12
pro and 12.
 Decline: It is the terminal stage where sales start dropping down and result in decrease of
sales in particular product. Profitability with that particular product start declining. The

launch of iPhone 13 resulted as decline in sales of iPhone 12, 11 and several previous
series. In such situations Samsung switches to less-expensive production method or
launch cheaper price mobile phones, in order to serve its stable customers rather they
switch to other brands.
CONCLUSION
Above discussion reflect that, Product life cycle is the tool used by the marketing
professional while decision-making regard to product launch and its redesign. The PLC of
Samsung Galaxy Phones and Apple iPhone is compared above. Its four stages; introduction,
growth, maturity and decline defines the time duration and life span of both mobile phones from
introduction to its exist from the market. The report also gives the brief idea about how long their
mobile phone survive in market as a leader.

REFERENCES
Books and journals
Almeida, Margarida, et al. "Samsung vs. Apple: Product Life Cycle " Administrative
Sciences 11.1 (2021): 19.
Nath, Kakoli. "The Study of Different Stages of PLC. " Asian Journal of Management 8.2
(2017): 155-162.
Stark, John. Product lifecycle management (volume 3): the executive summary. Springer, 2017.
Online references PRODUCT LIFE CYCLE? (DEFINITION, STAGES AND EXAMPLES)
PRODUCT LIFE CYCLE (DEFINITION, STAGES AND EXAMPLES)., 2021. [Online].
Available through <https://www.twi-global.com/technical-knowledge/faqs/what-is-a-
product-life-cycle>
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