Congrats to Samsung for being the only smartphone competitor that can give Apple a run for their money! Samsung used a rather aggressive marketing campaign stating that “The next big thing is already here,” in reference to their Galaxy S line. Samsung started this campaign while Apple was on the brink of releasing the iPhone 5. Just how successful is Samsung? Their fourth quarter profit dramatically increased 76%. Samsung captured almost 28% global market share compared to Apple’s 20.5%. Apple still has double the market value of Samsung totaling $413 billion.
Regardless, Samsung’s marketing department should truly be giving themselves pats on the backs. They are successfully targeting and convincing some Apple users to make the switch to the Galaxy line. Although there have been legal battles over patents, Samsung continues to increase market share. They continue to diversify their smartphones, something Apple almost seems incapable of doing. This strategy however works for Apple as they have some of the most loyal consumers willing to pay a premium for their products.
While both companies know how to appeal to material culture globally, Samsung does a far better job “[releasing] multiple smartphones in various shapes and sizes and with features such as larger screens” to fit the needs of different markets (Sherr and Evan). Apple is supposedly working on releasing a cheaper priced iPhone to launch later on this year. Apple clearly just needs to diversify their smart phone, not just change the price. Samsung will have to continue to diversify their products based on consumer needs and Apple will need to maintain their customer loyalty.
So once again, congrats to Samsung. Perhaps they are part of the reason why Apple’s stock price has been on a bit of a decline for the 6 months or so.
Applied Global Marketing 
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