This document compares Apple and Samsung. It provides histories of the two companies including founders, headquarters, employees, CEOs, and market shares. It also discusses their flagship products - the iPhone for Apple, launched in 2007, and Android for Samsung, launched in 2009. It analyzes each company's marketing strategies including their 4Ps (product, price, promotion, place), target markets, segmentation, positioning, and SWOT analyses. Key strengths for Apple include brand image and user interface while weaknesses are high prices and poor after-sales service. For Samsung, strengths are innovation and design while weaknesses are lack of own OS and focus on too many products. The document concludes with recommendations for each company.

1. Apple VS Samsung

2. APPLE
INTRODUCTION AND HISTORY
► Name: Apple Incorporation
► Founder: Steve Jobs, Steve Wozniak, Ronald
Wayne
► Founded: 1 April, 1976
► Headquarters: Cupertino, California US
► Employees: 116,000 (2017)
► Current CEO: Tim Cook
► Market Share: 20.3%
► Market Share in Pakistan: 14.7 (2017)

3. ► Launched iphone:29,June 2007
► No.1 Brand by Interbrand
► Services Worldwide
► Logo: Byte into an Apple
► Slogan: Think Different

4. SAMSUNG
INTRODUCTION AND HISTORY
► Name: Samsung Electronics Co.Ltd
► Founder: Lee Byung Chul
► Founded: 1 March, 1938
► Headquarters: Suwon South korea
► Employees: 308,745 (2016)
► Current CEO: Kwon Oh Hyun
► Market Share: 18.5%
► Market Share in Pakistan: 26.1% (2017)

5. ► Launched Android: 27 April, 2009
► No.6 Brand by Interbrand
► Services Worldwide
► Logo: Samsung
► Slogan: Imagine, and “Think bigger”

6. 4Ps of Iphone
 Product differentiation from competitors
 Innovative product
 LTE wireless technology
 High quality camera
 Own IOS, no third party apps
 Finger print sensor for 1st time
 Deals also in services
 Home screen button for android
PRODUCT
 Price Skimming is used
 Price is reduced for the previous products
 Apple reduce price with time and never goes on sale
PRICE
 Advertisement through online ads, TV ads and Buzz
marketing
 Personal promotion by the CEO and the Top level
managers
 Iphone packaging is also effective enough to attract
consumers
PROMOTION
 Selective distribution
 Stores and outlets are at Highpoint shopping centers
 Karachi (Apple Istore), Lahore (Icity), Islamabad (UNI
store)
 Online available at Amazon and Ebay
 Apple stores and certified retailers are available at
upmarket retailers
PLACE
TARGET
MARKET

8. Segmentation
(Demographic and Psychographic)
 IT conscious and technology lovers
 Professionals and Teenagers of both genders
 Highly life style conscious
 High income earners

10. Positioning
 Strong brand image
 Exceptional User Interface of apple
 Steve Jobs as CEO
 Focuses on the emotions of consumers by apple brand
architecture

11.  Most valuable brand
 No 1 Brand (inter brand)
 Apple sold 340,000 iphones per day in 2012
 Apple is world’s largest IT company by revenue and
total assets
 2nd Largest Mobile Manufacturer (www.factslides.com)
 Strong marketing and advertising teams
 Strong financial performance
 No promotion to target lower class of society
 Very few service centers
 Poor after sales service
 High price
 Incompatibility with different OS
 Defects of new products
 Patent infringements
 Strong growth of mobile advertising market
 Increasing demand for cloud based services
 High demand
 Growth of tablet and smartphone markets
 Obtaining patents through acquisitions
 Rapid technological change
 Android OS growth
 Competitors moves in online music market
 Rising pay levels
 Price pressure from Samsung over key
components
SWOT analysis of Iphone
Strengths Weakness
Opportunities Threats

12. SAMSUNG

14. 4Ps of Samsung
 Innovative products
 High tech producer such as micro-chips and
semiconductors
 Also provides micro-processors for Apple
 Offers diverse products or wide range of products
PRODUCT
 Competitive pricing and also uses penetrative pricing
 Price is reduced for more sales
 Samsung offers many of its products for sale
PRICE
 Highly effective advertising and brand sponsorships
 Sales promotion
 Advertisement on TV and online ads
 Sports sponsorships
PROMOTION
 Direct selling to retailers and service dealers
 Intensive distribution
 Exclusive Samsung showrooms
 Modern retailers and distributors
PLACE
TARGET
MARKET

15. Samsung
segmentation
Strategy
 Geographic
 Demographic

16. Target
 Also main target is young energetic consumers
 Also offers product for the benefits of ordinary
consumers
 Countries having low capital income

17. Positioning
 Samsung concept stores
 Wide case network
 Style and technology
 Tag lines used by Samsung (The next big thing, Six Appeal)

18.  Strong marketing and advertisement team
 Leading innovator in mobile device technology
 Strong financial performance
 Innovation and design
 Focus on environment
 Low production costs
 Largest share in mobile phones and 2nd place in
smartphones sales
 Too low profit margin
 Main competitors are also largest buyers
 Lack its own OS and software
 Focus on too many product
 Patent infringement
 Growing mobile advertising industry
 Growing demand for quality application processors
 Growth of tablets market
 Obtaining patents through acquisitions
 Rapid technological change
 Declining margins on hardware production
 Breached patents
 Price wars
 Saturated smartphone market in developed
countries
Strengths Weakness
Opportunities Threats
SWOT analysis of Samsung

19. Recommendations
Apple Samsung
 Company can develop strong
relation with the consumers by
effective after sales service
 Can attract new consumers of low
income
 Can increase sales more by new
innovative products
 More resources on R&D for
future products

20. Conclusion
Apple Samsung
 Best innovative products
 Has to consider the low income
earners
 Best option for the low capital
earners
 Leader of electronics and
should minimize diversification