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Samsung Marketing Strategy Summary

976 Words4 Pages

According to Fortune Global 500, Apple and Samsung is the world’s largest and second-largest information technology company by revenue respectively. This result still can be reversed because these two firms have been competing for the number one position on the list. This paper will highlight the marketing strategy applied by both of these companies and then discuss four main points around the case.
The first part is the summary of the two enterprises’ marketing plans.
At the beginning of 2010, Samsung launched a brand spanking new smartphone called Galaxy S, which initiates the battle for smartphone supremacy between this South Korean multinational electronics company and Apple.
Before the iPhone, there were devices claiming to be smartphones, but they were not like the iPhone at all. The Apple’s iPhone redefined the smartphone with a large screen, touch interface, and virtual keyboard. It combines portable, the iPod, and an Internet communication device in a compact, trendy form. Therefore, it is undeniable that Apple was a pioneer in the consumer electronics arena. When Steve Jobs succumbed in October 2011, Apple stock witnessed a record peak, sharply increasing over $700 per share. Moreover, its cash capital had accumulated more than $100 billion, most of it is generated from foreign markets. In spite of the strong iPhone 5 sales in …show more content…

The marketing issue was pushed to the forefront when the Oscars 2014 host Ellen DeGeneres took a star-studded selfie with a Samsung Galaxy smartphone and posted it on Twitter which then became a social media hit. Ironically, DeGeneres is an iPhone owner; however, Samsung had paid $20 million to sponsor the broadcast. Facing the brilliant marketing strategy of the archrival, Tim Cook established an advertising agency at Apple whose staff includes top talent in the ad industry. He has also put digital-marketing-specialized agencies' name on the Apple's

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