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In the rapidly evolving landscape of emerging markets, the use of smartphones is on a steep incline. Two of the most prominent brands that have dominated this space are Apple and Samsung. Apple, a renowned American tech giant, has established itself as the most valuable brand in the United States, while Samsung, a South Korean multinational conglomerate, is known for its innovative and revolutionary smartphones and tablets. These two companies, Apple and Samsung, stand out not only for their advanced products but also for their massive market capitalization (Cantor, 2012).
However, the path to success for Apple and Samsung has not been without its hurdles, and a significant portion of their rivalry stems from conflicts over various patents.
These disputes have led to legal battles where each company strives to protect its copyrights and intellectual property. In this essay, we will analyze the intense competition between Apple and Samsung, explore the conflicts that have arisen between them using the 4Ps framework (Product, Price, Promotion, and Place), and examine the complex marketing relationship that exists between these two tech giants.
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It is essential to recognize that these conflicts, on the surface, may appear as mere legal disputes, but they also serve as a means to foster technological growth, improve product quality, and enhance customer service. This competition has paved the way for companies to explore a plethora of opportunities and successfully navigate the contemporary business landscape.
As Hunt (1995) aptly pointed out, an industry can only be considered competitive if the price, quality, and performance of its products match or exceed those of its competitors while delivering the combination demanded by customers.
Given the globalization of the world market, market fragmentation, and the proliferation of service-based markets, heightened competition is essential for enhancing product quality and safeguarding customer interests (Reppel, 2010, p. 552). As Apple and Samsung are operating at a similar technological level and market positioning, it is only natural for intense competition to arise due to market developments.
For instance, one can observe the fierce rivalry in Samsung's Galaxy ad campaign, which poked fun at Apple enthusiasts waiting in long queues outside Apple stores for new product releases. This particular ad led to Apple accusing Samsung of copyright infringement, ultimately resulting in Apple winning the lawsuit. However, this is just one instance of intellectual property disputes between these two giants, as Samsung has also filed counterclaims against Apple, alleging that Apple infringes on its device patents (Cantor, 2012).
The primary driving force behind these conflicts is the escalating competition and the need to differentiate products. While these legal disputes may appear as hurdles, they also represent an inherent aspect of technological progress and product development in the modern business world.
One of the most critical components of competition between these tech giants is the impact on product innovation. Both Apple and Samsung have been at the forefront of technological advancements, with their products being widely regarded as innovative and groundbreaking. A company's ability to innovate and introduce new products to the market is often a key determinant of its success (Jobber, 2010, p. 384).
Apple, known for its iconic Mac and iPhone, has consistently delivered successful products in the competitive smartphone market. Similarly, Samsung's smartphones have made a significant mark with their functionality and innovation. However, this intense competition has not been without its consequences, as evidenced by the numerous patent infringement cases between the two companies.
For example, Apple leveraged its patents to request a ban on Samsung's electronic products entering the US market, following a lawsuit where Apple claimed Samsung willfully infringed on its patents (Cheng, 2012). US District Judge Lucy Koh presided over the case, contemplating an injunction that could block the sale of eight Samsung products in the US market. The jury's verdict in favor of Apple's patent infringement claims led to Samsung delaying its entry into the US market (Cantor, 2012).
However, this legal battle is far from over, as Samsung has recently filed an appeal in a federal district court, alleging that Apple's new Mini iPad and fifth-generation iPod violate its patents (Hamilton, 2012). Moreover, Apple has been accused of infringing on Samsung's wireless technology patent. While Apple secured a victory in the initial lawsuit, it does not signify the end of the patent disputes between these two tech giants. The complexities of these patent battles indicate that they will continue to shape the competitive landscape of the smartphone industry.
Price is a critical factor in the smartphone market, and it often intertwines with promotion to provide superior customer value (Jobber, 2010, p. 422). Customers in the handset market are price-conscious, and Samsung, with its competitive pricing strategy, has been successful in targeting a broader customer base compared to Apple. Apple has traditionally positioned itself as a high-price leader. However, in recent years, it has used its manufacturing scale to reduce production costs, resulting in more competitive pricing for its products (Wingfield, 2011).
For instance, Apple introduced a pricing strategy that allowed customers to purchase its new smartphones for $199 and sign a two-year contract with a carrier, making the devices more accessible to a broader audience. Samsung, on the other hand, aggressively targeted customers in the mid-price range, aiming to capture a larger market share (Sridhar, 2012). This price war has intensified competition in the smartphone market as both companies strive to reduce prices to attract new customers.
Effective distribution channels are crucial for reaching customers and expanding market coverage. In the smartphone industry, manufacturers utilize various channels to supply their products, enhancing their reach and sales coverage. Digital technologies, especially the internet, have played a significant role in this context (Jobber, 2010).
Apple, for example, has created its own online retail store and leverages iTunes to provide music downloads, application software, and other digital content to iPhone and iPad owners. The App Store, with a vast library of applications, surpasses many competitors' app offerings. Additionally, Apple offers online support services and online shopping for customers, further enhancing its digital presence (Jobber, 2010).
Similarly, Samsung also provides an app store for Android mobile devices, allowing customers to download applications and digital content. However, conflicts have arisen in this area as well. Apple accused Samsung of copying its app icons and store design, alleging design infringement (Smith, 2012). These disputes demonstrate that competition extends beyond product features and prices and also encompasses the design and functionality of application software and online stores.
Despite the conflicts and fierce competition, Apple and Samsung also maintain a crucial business marketing relationship. Apple relies on Samsung as its exclusive supplier of application processors for its iPhone and iPad, two of its most significant product categories (Jung-a, 2012).
The Chosun Ilbo, a Korean daily newspaper, reported that Apple purchased 130 million mobile processors from Samsung last year, with expectations of procuring more than 200 million mobile processors in the current year. This partnership reflects the interdependence between these two tech giants. While they engage in fierce competition, they also cooperate in crucial aspects of their business operations, illustrating the complexity of their relationship.
In conclusion, the competition and conflicts between Apple and Samsung are multifaceted and shape the landscape of the smartphone industry. These conflicts, which may appear as hurdles, also serve as catalysts for technological progress, product innovation, and enhanced customer service. While they engage in fierce legal battles over patents and engage in price wars, Apple and Samsung also maintain complex business relationships that underscore the intricate nature of their interactions.
As the smartphone market continues to evolve, both companies must continue to innovate to remain relevant and gain a foothold in this dynamic industry. While many believe that the patent disputes between Apple and Samsung are far from over, they represent pivotal moments in the ongoing competition and collaboration between these two tech giants, further defining their roles in the global market.
Competition and Conflict: Apple vs. Samsung. (2016, Sep 27). Retrieved from https://studymoose.com/the-conflicts-between-apple-and-samsung-essay
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