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Smarphone Market Analysis: Apple iPhone vs Samsung

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Market Share analysis

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Smarphone Market Analysis: Apple iPhone vs Samsung

  1. 1. Business Research: Members: Market shares of smartphone between Samsung and Apple
  2. 2. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 1 Table of contents Contents Executive Summary................................................................. 2 Major findings.................................................................................................................... 2 Conclusion ......................................................................................................................... 2 Recommendation.............................................................................................................. 2 Approach to the problem ....................................................... 3 Research design...................................................................... 3 Types of research design................................................................................................... 3 Information needs............................................................................................................. 3 Data collection from primary sources............................................................................... 4 Scaling techniques............................................................................................................. 4 Questionnaire development and pretesting..................................................................... 4 Sampling techniques ......................................................................................................... 4 Fieldwork........................................................................................................................... 4 Data analysis........................................................................... 5 Methodology..................................................................................................................... 5 Plan of data analysis.......................................................................................................... 5 Results .................................................................................... 6 Chi Square- Income and Current Smart Phones...................... 7 Chi Square test: Relationship between Profession and Brand Name ...................................................................................... 9 Limitations............................................................................ 15 Conclusions........................................................................... 15 Recommendations................................................................ 16 To Samsung: .................................................................................................................... 16 To Apple:.......................................................................................................................... 16
  3. 3. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 2 Executive Summary Major findings In this research, we need to find out whether the statement “Apple is the future of Smartphones” is correct or not. Through the survey, we can find out the relationship between different brand of smartphone and age group, that between different brand of smartphone and monthly salary, and the choice of users and potential users in the future Conclusion The interviewees of this survey almost use either Apple or Samsung. The iPhone users only consider the fashion, but not the durability and price of the product. And most users with lower monthly salary such as students choose Samsung’s smartphone more and they are concerned about the durability, functions and price, which are suitable and acceptable. In the future, we can predict smartphones of both Apple and Samsung will cover most of the market share and Apple can keep its customers even they are short-term users. Recommendation For Samsung, it can design models with more attractive functions or appearance and keep its advantages – lower cost and better durability. So, it can have more competitive rather than Apple. For Apple, its users are almost short-term users who are trendy and not concerned about the durability. Apple can improve itself by controlling the cost and the durability. It can make more potential users who have lower budget for buying smartphone to choose iPhone.
  4. 4. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 3 Problem definition Background to the problem For the mobile phone market, there are only few companies to service customers. And for the smartphone market, the leader of the companies is Samsung. But, with the advent of Apple in the Indian market, a certain section of Samsung users are shifting away to the I-generation. We base on this problem to make the research project. Statement of the problem Is Apple the future of smartphone market? Approach to the problem To address the problem, research is conducted to find out the relationship between different brand of smartphone and age group, that between different brand of smartphone and monthly salary, and the choice of users and potential users in the future. Thus, we can find out whether the problem is consistent or not. Research design Types of research design In this project, exploratory research and descriptive research are used. In order to show the competitiveness of iPhone, we use exploratory research. Secondary information will be found via the Internet and the news. Besides, descriptive research is used because this type of research design can focus on the problem and help to obtain the findings. Questionnaire is specifically designed to find the data. Information needs Information of users and potential users is needed including age, gender, occupation, monthly salary, brand and other factors of buying smartphone.
  5. 5. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 4 Data collection from primary sources From the questionnaire, relationship between different brand of smartphone and age group, that between different brand of smartphone and annual salary, and the choice of users and potential users in the future. Scaling techniques In the questionnaire, nominal scales, ordinal scales and ratio scales are used. Questionnaire development and pretesting First, we focus on the problems concerned in the research. Then, we design the questionnaire with the criteria and information needed. After finishing the questionnaire design, sample questionnaire is distributed to the interviewees selected which is one of each group of occupations. Sampling techniques Simple random The questionnaire is distributed to the interviewees randomly. We have put the questionnaire in the Internet and selected the interviewees randomly in the street. Fieldwork The interview has conducted for a week. We conduct the research via online survey and face-to-face interview. We conduct the research from 25th December to 10th January. We collected the survey results online via Surveymonkey.
  6. 6. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 5 Data analysis Methodology  Questionnaire The questionnaire was hosted in Surveymonkey and was made available to the general crowd who usually use smartphones. The link was shared via social media (Facebook), personal mailing, and mobile messenger (Whatsapp). Plan of data analysis  Chi-Square Test We use it to compare the group of people such as age, occupation or income with their smartphone. Such as we want to know the association of smartphones selection with the above mentioned variables.  Excel We use Excel to save our questionnaire data and correct the data for the SPSS system. Also we use it to plot some graph such as pie chart.  Linear We use the data to plot a linear graph to show that the growing trend of those companies in the market.
  7. 7. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 6 Results We are analyzing the competition between Apple and Samsung within the smartphone market and the factors by carrying out different statistics tests. SPSS is used to carry out the tests in this analysis. Below are the data of distribution of different brands of smartphones using by the interviewees. Brands of smart phone used by interviewees *Others include HTC, Nokia, Sony, LG and Motorola Source: Result from the interview Among the smartphone users, 20% of them are using brands besides Apple and Samsung. Those brands include HTC, Nokia, Sony, LG and Motorola. For the comparison between Apple and Samsung, 34% of the interviewees are using the former and 46% of them are using the latter. Therefore, it can be concluded that Samsung has a higher market share than Apple in India. Samsung 46% Apple 34% Others 20% Current Market Share (Primary Source) Brands Quantity Apple 33 Samsung 34 Others* 20 Total 100
  8. 8. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 7 We then investigate the relationship between the annual income of the interviewees and the brands of smartphone they use. Chi Square- Income and Current Smart Phones Ho: “the smartphone of brand name” are independent of differences in “annual income of users” HA: “the smartphone of brand name” are not independent of differences in “annual income of users” Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Income * Current Smartphone 100 100.0% 0 0.0% 100 100.0% Income * Current Smartphone Cross tabulation Count Current Smartphone Total Samsung Apple Others Income <150000 16 0 14 30 150001-300000 27 7 6 40 >750000 3 27 0 30 Total 46 34 20 100 Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 71.063a 4 .000 Likelihood Ratio 79.826 4 .000 Linear-by-Linear Association .468 1 .494 N of Valid Cases 100 a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 6.00. According to the Chi-Square test, it has independence of the relationship
  9. 9. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 8 between the monthly incomes of users and the brand of smartphones status finds a statistically significant relationship between variables. From this table, SPSS shows the result that “0 cells (.0%) have expected count less than 5 and the minimum expected count is 6.00”. In the other words, this sample size requirement for the chi- square test of independence is satisfied. From this chi-square test, it shows that the probability of the chi-square test statistic (chi-square= 71.063) is p=0.000, less than the alpha level of significance of 0.05. The null hypothesis that differences in “the smartphone of brand name” are independent of differences in “monthly income of users” is rejected. The research hypothesis that there is the significant proportional differences in “the smartphone of brand name” and “monthly income of users” which is supported by analysis of Chi-square test (p < 0.05). From this chart we can conclude that Apple is being used only by the people having an annual salary of INR 150000-300000 and above. Majority of Apple users are in the Income Category of > INR 750000 annually. In this regard the prices of Samsung are quite affordable. We see people in almost every income category using Samsung phones. This implies the diversity of choices provided by the company. Samsung has a major market in the ‘150000-300000’ category and also traces in other categories.
  10. 10. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 9 Chi Square test: Relationship between Profession and Brand Name Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Profession * Current_Smartphone 100 100.0% 0 0.0% 100 100.0% Profession * Current_Smartphone Crosstabulation Count Current_Smartphone Total Samsung Apple Others Profession Student 39 7 14 60 Self Employed/Professional 6 8 6 20 Entrepreneur 1 9 0 10 Service 0 10 0 10 Total 46 34 20 100 Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 49.621a 6 .000 Likelihood Ratio 54.692 6 .000 Linear-by-Linear Association 4.342 1 .037 N of Valid Cases 100 a. 7 cells (58.3%) have expected count less than 5. The minimum expected count is 2.00. From this chi-square test, it shows that the probability of the chi-square test statistic (chi-square= 49.621) is p=0.000, less than the alpha level of significance of Ho: “the smartphone of brand name” are independent of differences in “profession/occupation” HA: “the smartphone of brand name” are not independent of differences in “profession and occupation”
  11. 11. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 10 0.05. The null hypothesis that differences in “the smartphone of brand name” are independent of differences in “profession or occupation” is rejected. The research hypothesis that there is the significant proportional differences in “the smartphone of brand name” and “profession or occupation” of the users which is supported by analysis of Chi-square test (p < 0.05). Relationship between Profession and Selection of Smart Phones
  12. 12. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 11 FUTURE SELECTION For the market share of brands of smartphones in future, we investigate the future choice of smartphones of the interviewees.
  13. 13. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 12 PRICE DEPENDENCY Age * Suitable_Price Crosstab Count Suitable_Price Total 10001-20000 20001-30000 >30000 Age 20-30 30 20 30 80 30-40 0 0 10 10 40-50 0 0 10 10 Total 30 20 50 100 Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 25.000a 4 .000 Likelihood Ratio 32.779 4 .000 Linear-by-Linear Association 18.300 1 .000 N of Valid Cases 100 a. 4 cells (44.4%) have expected count less than 5. The minimum expected count is 2.00.
  14. 14. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 13 Income * Suitable_Price Crosstab Count Suitable_Price Total 10001-20000 20001-30000 >30000 Income <150000 20 10 0 30 150001-300000 10 10 20 40 >750000 0 0 30 30 Total 30 20 50 100 Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 61.944a 4 .000 Likelihood Ratio 84.562 4 .000 Linear-by-Linear Association 47.388 1 .000 N of Valid Cases 100 a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 6.00.
  15. 15. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 14 GENDER DEPENDENCY Projected Market Share Considering the responses by the interviewees and other factors remaining unchanged, the projected market share in Smartphone category of India would be dominated by Apple with a large margin over the current leader, Samsung.
  16. 16. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 15 Limitations Data collection Panel of questionnaire In this project, the respondents are focused on the Metropolitan people group. It just shows the market share of smartphone between Samsung and Apple in India, because all of the respondents are Indians. For this reason, it just shows the Cantonese to buy the smartphone preference in different brand. But Apple and Samsung are the international companies. There are many of the international market. From the part of international market, this survey is not generality. Small Sample Size If the survey shows the entire market share in India between Samsung and Apple, the sample may not have persuasiveness. Because 100 sample sizes are quite small, the population is over the million people in the smartphone market. But we just have the limited material resource; this survey might not be accurate when the whole population is taken into consideration. Conclusions
  17. 17. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 16 Recommendations To Samsung: To compete with Apple, Samsung should focus on increasing its value proposition in the smart phone market. Samsung could develop new products having stylish and modern design, in order to attract buyers who expect stylish, trendy and fashionable smart phones. On the other hand, Samsung should keep on producing the existing models of smart phones which are relatively less costly to tap the Middle class and Lower Upper class of population. A strong focus on R&D and taking advantage of being the first mover in launching . As a result, the market share of Samsung would increase and has more strength in the competition with Apple. To Apple: From the results of the statistics tests, many Apple’s users are trendy and some of them are short-term users. In order to keep these customers, Apple should always produce new products to avoid losing them. Besides the results reveal that there is a relationship between age groups of the interviewees and the reasonable prices they think. The lower age the lower reasonable price of a smart phone they think. Apple could attract young buyers by lowering its price. For instance, Apple can produce new smart phones with lower cost and hence to lower the price. As a result, Apple could increase its market share, even attract the users of different brands of smart phone.
  18. 18. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 17
  19. 19. Business Research M a r k e t s h a r e o f s m a r t p h o n e b e t w e e n S a m s u n g a n d A p p l e Page 18

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