The goal for Samsung, of course, is to change the attitudes of Apple’s customers in order to replace Apple’s market leader position. In order to achieve this goal, Samsung has positioned its smartphones as better and more innovative and implying that Apple is losing market share. In this case, Samsung, as the major competitor of Apple, by using the attitude strategy of changing beliefs about Apple, to claim that Samsung’s smartphones are better than Apple’s in order to change consumer’s attitude towards Apple. In addition, Samsung is good at building relationship with an admired group, for example, Samsung planned a famous selfie moment at the Oscars as a part of its sponsorship for the Oscars with ABC. Tricomponent attitude model: The cognititive component: the first of the tricomponet attitude model consists of a person’s cognition, that is the knoweledge and
Now however, Samsung is best known for its market share in the electronics industry which it entered in the 1960s which has become the company 's most important source of income (Samsung, 2017). Throughout the 1990s seen Samsung Electronics flourish in the mobile phone industry. This lead to them expanding globally and building factories in the US, Britain, Germany, Thailand, Mexico and China until 1997. The Asian financial crisis in 1997 lead to the downslide of many Korean firms and inevitably of Samsung. Samsung had to sell businesses to relieve some of their debt and lower employees to 50,000 persons.
Samsung, a South Korean business conglomerate, and the world’s largest information technology company, has been keeping up with its top competitors in global marketing as well as profit. Apple, the company who currently hold the number one brand value in the world, and Samsung’s rival in the smart phone industry, makes less profit than Samsung. Other top competitors such as Sony, and LG, also falls behind against Samsung on profit as well. Furthermore, I believe that Samsung has a better brand role for its consumers. In my personal experience, in buying appliances and home theater systems, I find Samsung products to be as reliable as Both LG and Sony, and almost at the same quality for a much lower price.
Furthermore, Samsung is better for its customer service. It is the fastest customer service. Though, product variation is the most powerful aspect of the marketing mix of Samsung. Samsung marketing strategy involves two pricing strategies. They apply skimming price and competitive price strategies.
Samsung holds the seventh rank`s in The World’s Most Valuable Brands by Forbes (Anonymous, 2015). It is clear that Samsung is internationally acknowledged IT firm. The goals of Samsung are to achieve about 400,000,000,000 USD in sales. Also, it wants to accomplish number one in the international IT market by 2020. Furthermore, Samsung wants to become an innovative company by building new markets and respected company by offering a better workplace than rival companies.
The company has created Apple is a valuable brand in the global market. Success of the Company strong brand loyalty help to increase revenue growth from $ 8 billion in 2004 to $215 in 2016 (The statistic portal, 2016). As per the BCG report, Apple rank as a number one company out of fifty companies since 2005 (2015). Although Apple is not the first innovative company. Therefore, Apple has gone from leader to the follower.
Strengths Differentiated product My analysis shows that Apple was a market leader in production of innovative and highly differentiated products. Both the iPod and iPhone stood out in the market because of their unique features. Fast innovation pace My study shows that Apple beat its competitors by leading in innovation. An example is that of producing iPod in 2001 and iTune in 2003. High margins Apple has positioned itself as a company that produces high quality differentiated products.
*FCS: Forest Stewardship Council *PEFC: Programme for the Endorsement of Forest Certification Revenue: • HUL has recorded higher growth sales of 9% in the recent quarter QOQ • Growth driven by products with social purpose; Lifebuoy soap and hand wash, etc. Intangible Value: • HUL has been able to build extensive brand value for products like Lifebuoy and Kissan Ketchup • Increased productivity of employees Cost: • Cost saving through reduced disposable waste and recycling Risk: • Customer focus shifting to environmental friendly brands • Stringent pollution norms by the government Source: HUL March Quarter 2015 Results Report Case 2: Starbucks Corporation Background: Towards the end of 2005, Starbucks was the biggest coffee retailer
The organization that produces everything from Smart TVs to Ultrasound scanners is driving in the new lighting insurgency with its superuseful lights and Hue framework. With a large portion of studies of the last and present century, LEDs which is another era that Philips is wagering, will influence the citiziens' homes, as well as horticulture, healthcre, and urban wellbeing. It can possibly decrease the power utilization of the US by 50% . Having taken a look at the innovation, the cost of LED bulbs has changed from $40 in 2010 down to only $10 and it utilizes only 11 watts of energy. This is not only about power efficiency.