When one does well, the other one doesn't

The battle between Apple and Samsung hasn’t been this fierce in a long time. In term of limited time, in this case study, we are focusing on smartphone industry and curently; both Aple and Samsung are market's leaders now.

You will navigate yourself around the WebQuest looking through all the information that has been provided for you to learn more about how the two giant companies strategize to attain their marketing goals.

With this information, there are a set of questions that you are expected to answer.   

Task objective: compare and contrast the marketing strategies implemented by Apple and Samsung.

Your task is to discover how both Apple and Samsung utilise the marketing process to compete with each other.

You must work through the sections using the information provided and research to get more information, you must work through it in order other wise you will be unable to fulfill your task. 

Once your training and early task are completed you will be delegated the role of CEO and decide which company you will lead in hopes of ending the war.

Let's start and all the best.

QUESTION 1

SMARTPHONE MARKET SHARE

This graph shows how their market share changes at the launch of the new iPhone and new Galaxy S smartphone. Discuss the drops and the jumps of their market share.

QUESTION 2

MARKET STRATEGY

What are the marketing strategies of Apple and Samsung?

Resources:

Why Apple is the great marketer? 

Samsung Marketing Strategy: The Master Brand 

QUESTION 3

THE MARKET SHARE

Discuss the changes of their market share in the 4th quarter of 2015 from 2014.

Resources:

Worldwide Smartphone Sales to End Users by Vendor in 4Q15 (Thousands of Units)

*The figures for Lenovo include sales of mobile phones by both Lenovo and Motorola

Source: Gartner (February 2016)  

QUESTION 4

BRAND STRATEGY

a. What do you think about the brand strategy of Apple and Samsung?

b. How have their brand value changed during 5 years?

Resources:

Why Apple Is Losing Ground To The Samsung Brand 

Video clip: Steve Jobs' amazing marketing strategy

[video:https://www.youtube.com/watch?v=kshIWIc15yg width:560 height:315 align:center]

The below charts show the brand value of Apple and Samsung

Chart 1: Brand Value of Apple vs Technology Sector

Chart 2: Top 10 Brand Value – 5 years Snapshot – Interbrand

QUESTION 5

WHAT IS MARKETING WITHOUT A LITTLE PROMOTION!

THE QUESTIONS TO ANSWER: 
a. Outline the general theme for the style of commercials that Apple and Samsung tend to impliment. 
b. Discuss the differences between the promotional techniques implimented by Apple and Samsung in their promotional campaigns.
c. Discuss the similaraties between the promotional techniques implimented by Apple and Samsung in their promotional campaigns.

NOTE: You are required to do research regarding promotion and then you may answer the questions provided.

QUESTION 6

SOMETIMES PRICE CAN BE THE FINAL DECIDER

a. Discuss the similaraties and differences between the pricing strategies that Apple and Samsung use to compete with one another. 

b. What further actions do you recommend Apple and Samsung should take to imporve their differentiated pricing strategies?

QUESTION 7

METHODS OF DISTRIBUTION

Distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries. 

Discuss the similaraties and differences between the distribution strategies of Apple and Samsung. 

QUESTION 8

CUSTOMER LOYALTY WAR

Discuss the customer loyalty programs of Apple and Samsung

NOTE: You are required to do your own research regarding customer loyalty battle and answer questions

The Final Battle!

The Time Has Come...

You must now lead either Apple or Samsung to victory

make the decision and end the war!

GROUP PRESENTATION

Collaborate with your group memebers to introduce a new product and create a promotion campaign for either Apple or Samsung, remember to stick to their goals and strategy.

You must include: 

overall strategy of the company - the marketing goal -the brand of the company -market target - the 4 marketing elements the 4 p's. 

it can be:

-video -poster  -radio -roleplay - a rap song -dance etc 

you must make it a pitch, e.g. try and sell your stratgey and caimpaign to your teacher and the rest of the class, use persuasive language.   

you can use all the information provided though out the adventure.

Your group will present your promotion campaign to the class. 

It’s good that these two are neck-and-neck. Why? Competition. And a prime reason why we need competition. Competition drives innovation, which is a win/win for the customer.

The battle is over!!!

You actually made it

Well done!