MARKETING MANAGEMENT

Assignment

MARCH 25, 2020

MUHAMMAD YASIR UMAR
170405
 Samsung Vs. Nokia
Samsung Galaxy Series
In March of 2010, Samsung officially unveiled the Samsung Galaxy S, the very first entry in the new
"S" line. Previously, in 2009, the company had launched the Samsung Galaxy, it's very first phone
powered by Android.

The Galaxy S was, at the time, one of the most powerful phones on the market. Its graphical
processing power outmatched any other Android phone and even trounced the iPhone 3G, which
was the most recent Apple phone available at the time. This raw power, coupled with an attractive
design and slim form-factor, pushed the Galaxy S to over 25 million units sold.

After 10 Years of hard work and struggle, Samsung is now going to launch Samsung S20, which is
going to be the best phone of this series.

The Samsung Galaxy S20 has a 6.2-inch display, offering exactly 0.1-inch more screen real estate
than 2019's 6.1-inch S10. It doesn't dramatically change the overall size of the phone, and its max
resolution remains the same as that of recent Samsung Galaxy S models at WQHD+ (3040 x 1440).

If we talk about the product life

cycle of Samsung galaxy,
then it is on the Growing stage as In 2018, Samsung shipped more than 292 million smartphones
worldwide, holding a 43% share of the Android smartphone market.

Samsung tends to be innovative, and user friendly and keep modifying its product according to
technological changes in word. During the growth stage, Samsung should have to adopt the
following measures

• to improve product quality and adds new features and enhanced styling.
• Adds new models and flanker products (of different sizes, flavors, and so forth) to protect
the main product.
• Enters new market segments.
• Increases its distribution coverage and enters new distribution channels.
• Shifts from awareness and trial communications to preference and loyalty communications.
• Lowers prices to attract the next layer of price-sensitive buyers.

Nokia
Nokia, with the help of Microsoft, launches its first window phone on 11 October 2011. the line was
the result of a long-term partnership between Nokia and Microsoft. As such, Lumia smartphones run
on Microsoft software, the Windows Phone operating system, and later the newer Windows 10
Mobile. The Lumia name is derived from the partitive plural form of the Finnish word Lumi, meaning
"snow." On 3 September 2013, Microsoft announced its purchase of Nokia's mobile device business,
with the deal closing on 25 April 2014. As a result, the Lumia line's maintenance was transferred to
Microsoft Mobile. As part of the transition, Microsoft continued to use the Nokia brand on Lumia
devices until October 2014, when it began to officially phase out the Nokia name in its promotion
and production of smartphones in favor of Microsoft branding. In November 2014, Microsoft
announced the first Microsoft (non-Nokia) branded Lumia device, the Lumia 535. In October 2015,
Microsoft announced the first Lumia devices running on Windows 10 Mobile, the Lumia 950, Lumia
950 XL, and Lumia 550. The most recent Lumia smartphone, the Lumia 650, was announced by
Microsoft on 15 February 2016.

Sales decreased sharply after the introduction of Windows 10 in 2015 and Microsoft briefly stopped
selling Lumia devices from the Microsoft Store at the end of 2016—by which time sales were
estimated to have dropped below one million units. However, availability was restored at the beginning
of 2017. In October 2017, Microsoft's corporate vice president, Joe Belfiore, confirmed that
Microsoft would no longer sell or manufacture new Windows 10 Mobile devices.

Lumia was, therefore, on declining stage, and on declining stage, most of the companies abandoned
the production of the product the same as Nokia did it, then they try to come up with the new
scheme. Windows phone was very ahead of time, and no one imagined using windows on the

phone.it was not user friendly at all.

Nokia Took a new step and abandoned the production of windows phones and make an entry in the
Android phone market, and now in the android market, its on number 5th in the 3rd quarter of
2019. Nokia brand also increased its market share to 2% as compared to 1% in both Q1 2019
and Q2 2018.

To compete here, Nokia needs to focus on its targeted segments and its product to make it more
innovative and userfriendly. It should improve its marketing strategy to recapture the customers
that were lost due to windows phone.