Iris A.

Hernandez
BSBA- FM
08-29-2022
Case Study 1: Samsung vs Apple inside the brutal war for smartphone dominance
Introduction
One of the largest industries in the world, the smartphone market has expanded. There are
currently billions of smartphone users worldwide. The emergence of large smartphone
companies is the result of this growth. colossal companies like Apple and Samsung. We all have
friends who are devoted Apple fans, and we also all have friends who are constantly infatuated
with Samsung.
This brings up the ongoing smartphone fight from the beginning of time. This demographic
difference is a reliable predictor of the market for the product. The user market is quite unevenly
distributed. It is safe to say that Apple, Inc. and Samsung Electronics Co. do not get along. They
are engaged in a global business conflict that began in 2010 when Samsung, then an Apple
supplier, debuted a device that was very similar to the iPhone through its Galaxy series.
The late Steve Jobs, CEO of Apple, was enraged and launched an offensive; Samsung, in
response, dug in its heels. Then Samsung reversed the case and also file a lawsuit against Apple
that, Apple is the one who is copying and not them. Leading to a long-running series of lawsuits
that were only finally resolved in 2018, with Apple being awarded US$539 million. Issues
between the two companies continue. They are now perhaps best described as ‘frenemies.
I. Time Context
The conflict of Samsung and Apple start in 2005 when, Chang-Gyu Hwang—president of
Samsung’s semiconductor and memory business—traveled with two fellow executives to Palo
Alto, to the home of Steve Jobs.
In 2009 Samsung release it smartphone. As biographer Walter Isaacson, wanted to launch
“thermonuclear war” on Android, the operating system used in Samsung phones. In April 2011,
Apple filed multiple lawsuits, spanning dozens of countries, against Samsung for patent
infringement. It demanded $2.5 billion in damages. Samsung quickly countersued for
infringement of five patents relating to its wireless and data transmission technology.
Leading to a long-running series of lawsuits that were only finally resolved in 2018, with Apple
being awarded US$539 million. Issues between the two companies continue.

II. Problem
i. Core Problem- Trade mark infringement
Apple file a lawsuit against Samsung of copying some of the trademarks and icons on their new
release phone which is the Samsung Galaxy S.
 ii. Sub Problem – Copy right
Multiple lawsuits were filed by Samsung and Apple eligible about trademark
infringement.

III. Objectives
To help the consumer decide which is better between Samsung and Apple
To help Samsung and apple to maintain their brand images
IV. AREAS FOR CONSIDERTION (SWOT ANALYSIS)
i. STRENGTH – TECHNOLOGICAL INNOVATION
By continuous technological innovation Samsung and apple can attract more costumers to buy
their products.
ii. WEAKNESS -EXPENSIVE PRODUCTS
High prices attract middle and higher income to buy apple and Samsung products, but those who
have low income can prevent them from purchasing.
iii. OPPURTUNITIES: LOYAL CONSTUMERS
Customer loyalty is a measure of a customer's likeliness to do repeat business
with a company or brand.
iv. THREATHS: COMPETITIVE RIVALRY
Tough competition in the technology industry is partly because of the
aggressiveness of firms.

V. ALTERNATIVE COURSES OF ACTIONS (ACA)

Continuous innovation of product and services
1. Both apple and Samsung can maintain its position as a valuable and inventive
corporation by achieving and maintaining a competitive edge through continuous
innovation in its products and operational execution.

2. Target a very wide range of consumers

By this consumer will have the knowledge that the product is existing in the market.

VI. Recommendation
1. innovate its products by being conscious of the continuously shifting requirements
and preferences of its customers and by creating goods that are in line with their
wants and desires.
2. it is also important for the company to focus on its key areas of competence –home
appliance market.