Running head: ASSIGNMENT #1

Assignment #1
Daniil Bilyk (N01282552)
Global Marketing Management - MKTG-3004-RLA
Amanpreet Chhina Bajwa
October, 1
ASSIGNMENT #1

1-19. Do you own a smartphone? If so, which brand did you buy, and why?

There are countless smartphones in the mobile market today. The iPhone is the most
popular gadget that people of all ages enjoy. A few years ago, the well-known Company
Apple itself characterized its products, calling it "just fine." Today, a considerable number of
people around the world agree with this statement. "Apple products are either loved with
boundless love, or hated, but they do not leave anyone indifferent. Why do people purchase
Apple's smartphone? Simplicity is the basis of product design from a renowned company.
This is reflected in the proposed devices' appearance, which is an excellent example of stylish
minimalism. The minimum number of buttons, intuitive interface - it is straightforward to
master and use the devices.
Even though Android's positions in this mobile segment have long been much higher of all
mobile devices, the Apple brand remains the most recognizable brand on the planet. The
Company's profits are growing relentlessly, and investors are happy with the return on their
investments. This is one of the biggest reasons most people love and buy iPhones.
A lot of accessories have been and are being released for the iPhone. And the most
different, not only cases and covers. Toys, camera whales, stands, tripods, cases with
batteries, gamepads, breathalyzers, musical equipment, and a bunch of others. For no other
smartphone in history, half of everything available for any iPhone has been released. For
example, many musicians use iRig accessories. I use one to connect my iPhone or iPad to a
midi keyboard, for example.

1-21. Do you think Apple can continue to grow by developing breakthrough products that
create new markets, as did with the iPod, iPhone, and iPad?

I believe that Apple will continue to expand by creating innovative technologies that build
a new market, much like the iPod, iPhone, and iPad, since Apple is one of the world's biggest
and most successful brands in the top 100 brands. They will benefit from competitors like
Samsung. Samsung manufactures not only tablets, but also home appliances, semiconductors,
electronics, and so on (Cain, G. Mar 13, 2020). To reach a new market, Apple could
announce some new products. Today, for example, the gaming industry is woken up and hot
among people from all walks of life, particularly in the younger generation. Apple should
keep up with the trend and create a gaming device to lure game freaks.
I firmly believe that Apple will be able to do this and render more strategic advantages
with its new technologies and imagination (Vsankara. Sep. 5, 2016 ). They will use the FABs
approach to offer a fresh and unparalleled product or reach a new market without obstacles.
The FABs approach stands for characteristics, advantages, and benefits (Keegan, W. J.,
Green, M. C). It also improves the credibility of the organization. Stakeholders would be
more optimistic and eager to support the ongoing discovery and production of new
technologies by Apple. However, Apple should concentrate more on the development and
advancement of current goods (Cain, G. Mar 13, 2020). This is because consumers are now
excited and thirsty for new technologies or improvements for the upcoming iPhone, including
regular buyers and tech fever. Next, Apple should make market penetration to improve user
experience. This approach allows companies to increase their market share in the current

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market. By the way, Apple can create a mini-movie mode on their iPhone. The design is
inspired by the projector and represents the video on the wall. The iPhone owner uses this
feature in the darkroom to play the video. It's gorgeous because users could appreciate more
of the mini-cinema experiences in their homes with this function. Besides, this would
certainly attract attention to the buying of the movie lover.
There is a group on Apple's official website that is exclusively for iOS users to talk about.
iPhone users will write their thoughts and feedback about their experience of using the
iPhone, whether it's excellent or negative. Consequently, Apple may respond to its
recommendations to upgrade its operating system, hardware, and applications. In our view,
Apple should do more to improve its current product. They will then establish a more
profound and better relationship with loyal and future clients. In a great Chinese guy, he said,
'The kingdom is not about how many people you have, but how many people are loyal to
you.'
Apple continues to be creative since it aims at achieving a modern way to describe the user
interface's look and feel for public comfort. CEO Tim Cook creatively took chances; he had
to fire the primary workers to shine and share the spotlight with those in the Company,
thereby giving multiple employees a motivational and pushing momentum to share and
showcase their performance (Richtel M., X. Chen, 2014). Furthermore, the competitive force
between businesses in this industry forces them to innovate more each year to get more
shares in the market, which means more strength.

1-22. How has Samsung's global marketing strategy enabled it to compete so effectively
against Apple?

I assume one of the key reasons why Samsung can compete with Apple so successfully is
that it consistently launches a wide range of cheap cell phones in contrast with iPhones. They
also spend an immense amount of money, studying customer tastes and ads through market
research. Market research helps them by telling people what they want and are willing to pay
in those countries (Cain, G. Mar 13, 2020). Samsung has many explanations of why he's such
a major Apple competitor. First, when smartphones from Samsung began to release, they all
had a larger screen than smartphones for iPhone, which is far more convenient in the user's
way. Second, Samsung is manufacturing various goods, which differ in prices, tailor prices to
their area and have a much higher market share in emerging and developed markets (Cain, G.
Mar 13, 2020). There is a high demand for cheap phones during apple products sold.
Apple uses a single country marketing strategy, which includes target market strategy and
marketing mix: product, price, promotion, place. In contrast, Samsung uses a Global
marketing strategy with global market participation, marketing mix development, the
concentration of marketing activities, and coordination of marketing activities (Keegan, W.
J., Green, M. C). Apple always has the same product in every world market, while Samsung
has several versions using different processors to suit other regions and countries' needs. The
high price of Apple (Standardization, "Minimum Price Advertised" (MAP)) Minimum
pricing policy advertised prohibits retailers or traders from advertising goods from below
those minimum rates for the producer. The price approach is successful so far that retailers do

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not compete directly with Apple's shops and that no reseller has any advantage over another.
Apple will then clean its distribution networks and make more money from its direct sales.
Samsung uses "Skimming Price," whereby it seeks to obtain high value in the beginning
before the competition (Keegan, W. J., Green, M. C). Samsung automatically lowers its price
whenever the model is old or another rival has released a similar product. About promotion.
It is marketed with several different advertisements that tend to reach most parts. Apple
provides TV commercials, web advertising, and web billboards. Its commercials support
various facets of the iPhone and choose those parts to help sell your phone and make a fun
ad. Although Samsung has promotional material, it uses rigorous tactics to sell the product to
the consumer. The business gives its trading partners a wide range of offers and discounts, to
enable them to surpass competition for Samsung.

REFERENCES

Cain, G. (Mar 13, 2020). Samsung vs. Apple: Inside The Brutal War For Smartphone
Dominance. Retrieved from
https://www.forbes.com/sites/forbesdigitalcovers/2020/03/13/samsung-vs-apple-inside-the-
brutal-war-for-smartphone-dominance/#71e2d4941425.

Keegan, W. J., Green, M. C., (2017). Global marketing (9th ed). New York, NY: Pearson
Education.

Richtel M., X. Chen. (June 15, 2014). Tim Cook, Making Apple His Own. Retrieved from
https://www.nytimes.com/2014/06/15/technology/tim-cook-making-apple-his-own.html.

Unknown. (22 Jun 2020). Smartphone Market Share. Retrieved from

https://www.idc.com/promo/smartphone-market-share/vendor.

Vsankara. (Sep. 5, 2016 ). Apple’s Pricing Strategies. Retrieved from

https://mpk732t22016clusterb.wordpress.com/2016/09/05/apples-pricing-strategies/.