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MGT211 Introduction To Business Assignment No 02 Solution & Discussion Due Date:18-07-2016
Introduction to Business (MGT211)
Due Date: July 18, 2016
Total Marks: 10
Topic: The Marketing Mix
To make students able to analyze the marketing mix decisions and strategies of companies
Learning outcome of the activity
After attempting the activity, students will become more aware of market mix decisions and will be able to make effective use of these decisions in real time situation.
Everybody talks about Apple when it comes to Smartphones, but a very few talk about Samsung who’s playing Apple’s game as a direct competitor. These two brands are locked into a battle where Apple is holding a larger share of the US smartphone market; Samsung is holding a larger share of overall global market. With the launch of the first Apple iPhone back in 2007, other smart phones in the world became instantly outdated, Apple has established a unique reputation in the smartphone industry. iPhone was the first phone to use multi-touch interface which used direct finger input without using any keypad or stylus. Since then, Apple has maintained its edge in innovation. Samsung has reacted to this innovation by their competitive products and advanced technologies. Different series of iPhone and Samsung phones were introduced in the last couple of years, like iPhone1, 2, 3, 4, 5 & 6. Samsung also launched “S” series of phones like Galaxy S1, 2, 3, 4, 5 & 6 to compete iPhone. Now Apple has launched iPhone SE and announced the launch of iphone7 with more innovative features, while Samsung launched their new S7 edge after S6 edge. In smartphone market, both Apple and Samsung (for high end phones) are using price skimming strategy. iPhone is present across many countries and nations but is found only in premium stores and malls. Samsung, on the hand, is present in the market through various channels. The key accounts of Samsung are handled by sales and service dealers and these dealers can open the exclusive Samsung showrooms anywhere. On the other hand both
have been doing heavy advertisement throughout. Though Apple has taken a peculiar approach, it does not have any social media accounts or runs a blog while Samsung has a number of social media accounts and also using celebrity-partnering ad campaigns. With this heated competition, it is hard to analyze which brand is doing better at all the four Ps of marketing mix i.e. Product, Price, Place and Promotion.
Being student of business, you are required to describe in detail which brand has better marketing mix strategies in your opinion? Support your answer with 2 logical reasons for each “P” of the marketing mix.
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