the current image of the Samsung Galaxy SIII and Apple iPhone 4s in the customer’s perspective

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    13-Aug-2015
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Samsung Galaxy SIII is overtake the Apple iPhone in the smartphone market. This issue is shocking the world so this research will test izit the image of Apple iPhone is drop and Samsung Galaxy SIII is getting high. This research will use the online survey method to collect the data. A set of questionnaire will be design based on the similar research report on the image then only will post to the online survey website. The data collected will be analyzed into pie chat with report and finding. After that, few recommendations will give to the company in order to make change on the strategy for the smartphone. Finally the conclusion will be concluding based on the result and a list of limitation will list down.

Transcript of the current image of the Samsung Galaxy SIII and Apple iPhone 4s in the customer’s perspective

ContentsExecutive summary ......................................................................................................................... 2 1.0 Introduction ............................................................................................................................... 3 1.1 Research Objective ................................................................................................................ 3 1.2 Research Question................................................................................................................. 3 1.3 Literature Review .................................................................................................................. 3 1.3.1 Brand Positioning help Smartphone Company gain the market share .......................... 4 1.3.2 Apple use the brand positioning to gain the market share ............................................ 4 1.3.3 Positioning strategy based on Competitors ................................................................... 5 1.3.4 Samsung uses the brand positioning to overtake the Apple to become the market leaders. .................................................................................................................................... 5 1.3.5 Samsung using the emotional branding to overtake Apple ........................................... 6 Research method & procedure ....................................................................................................... 7 2.0 Theory.................................................................................................................................... 7 2.1 Sampling ................................................................................................................................ 7 2.2 Survey Questions ................................................................................................................... 8 Data Analysis & Finding ................................................................................................................... 9 Recommendation .......................................................................................................................... 19 Conclusion ..................................................................................................................................... 21 Limitation....................................................................................................................................... 21 Bibliography................................................................................................................................... 22

Executive summary

This research is main focusing on what is the current image of the Samsung Galaxy SIII and Apple iPhone 4s in the customers perspective because in the year 2011, Samsung Galaxy SIII is overtake the Apple iPhone in the smartphone market. This issue is shocking the world so this research will test izit the image of Apple iPhone is drop and Samsung Galaxy SIII is getting high. This research will use the online survey method to collect the data. A set of questionnaire will be design based on the similar research report on the image then only will post to the online survey website. The data collected will be analyzed into pie chat with report and finding. After that, few recommendations will give to the company in order to make change on the strategy for the smartphone. Finally the conclusion will be concluding based on the result and a list of limitation will list down.

1.0 Introduction1.1 Research ObjectiveThe product image is important for all the company to gain the profit and attach customers. In 2011, Samsung is overtaking the Apple iPhone 4s to become the market leader in smartphone market by introduced the Samsung galaxy SIII (Culpan, 2011) with the repositioning strategy on the product image. This research is to find out the current image of Apple iPhone 4s and Samsung galaxy SIII in the customer perspective. It is important to find out what are the current image of Apple iPhone 4s and Samsung Galaxy SIII because before the Samsung Galaxy SIII is introduce, Samsung is consider the follower in smartphone industry due that the Apple iPhone become a trend for the smartphone industry. Almost all the smartphone company is following the design and operating system of Apple iPhone so when the Samsung Galaxy SIII is introduce and overtake the Apple iPhone in market, the customer perspective will also change.

1.2 Research QuestionThe research Question for this research is: what the current image of Apple iPhone 4s and Samsung Galaxy SIII in customers perspective?

1.3 Literature ReviewSmartphone is the trend for the world for the powerful computing abilities similar to personal computer. In 1992, the world 1st smartphone is introduced by IBM with SIMON. Then in 1996, NOKIA expands the smartphone market with the model NOKIA 9000 Communicator which comes with color for the screen. In 2007, the smartphone market

having the glory year by apple introduce the new generation of smartphone, the iPhone with the operating system that making their smartphone which are low in price, faster and more function than old generation of smartphone. The Apple iPhone are becomes a trend for the smartphone market and almost all the phone company is follow the trend (McCarty, 2011). In 2011, smartphones overtake PCs by 488 million smart phones, compared to 415 million client PCs (Alto, 2012)

1.3.1 Brand Positioning help Smartphone Company gain the market share

All marketer will use the marketing strategy on segmentation, targeting, and positioning (STP).A company identify different need in the marketplace, target those and positions its offerings so the target market recognizes the company image. Positioning is the action of designing a company offering and image to occupy distinctive place in the minds of the target market (Kotlet & Keller, 2012).1.3.2 Apple use the brand positioning to gain the market share

In 2007, smartphone is still not having the big market share in mobile phone market due to the smartphone at that period of time is high price and limited function . Then, Apple do a research on what people want on the phone and there come out the result that customers is expecting the phone that have function of PDA and function like portable minicomputer. In the same year, the world was shock with the new smartphone, iPhone introduced by Apple with the very strong point of different with their competitor. Apple places the iPhone as versatile, convenient, value added devices for personal and

professional use. With only2 years, Apple has gain 18% of the market share which put them in 3rd place among all the smartphone company, then in 2011, even their market share is decrease to 13.8% which put them in second but there have a grow in sales for 250% from 2008 to 2011. The success of the apple is come with their positioning strategy.1.3.3 Positioning strategy based on Competitors

Apple has made the decision to make their product different from their competitor in 2007. Besides communication, apple iPhone added elements of entertainment to their smartphone, iPhone allow customer to enjoy the music, video, picture and internet access for email and browsing web by using the new technology in their operating system, iOS that allow the third party of company to produce application for the iPhone so that the iPhone users can enjoy more function on the phone. Besides, apple is provide 2.0 megapixel camera that consider high quality among all smartphone at that time and Apple iPhone is successfully overcome the problem of having benefit that make up the POD and POP are negative correlated, Apple sell the iPhone at incredible low price that time will not more than 400$ which make iPhone low in price but high in quality. (kotler & keller, 2012, p. 310) (Maxwell, Lee, Suen, & Hofmann, 2007)

1.3.4 Samsung uses the brand positioning to overtake the Apple to become the market leaders.

After the Apple has bring the new trend to the smartphone market, most of company is trying to make their phone look alike as iPhone so there can having the point of parity and able to catch up the trend, Samsung is one of the companies to do so. At the early

stage of the rise of smartphone market, Samsung decide to use the easy way by cooperation with Google by using the Googles operation system on smartphone, Android to make their Galaxy S series is able to compete with iPhone with the similar on function, application and outlook so that the customer can easy to accept. At 2011, Samsung is overtake the Apple iPhone to become No1 in smartphone market share by introduce the Samsung Galaxy S3 (Android Marks Fourth Anniversary Since Launch with 75.0% Market Share in Third Quarter, According to IDC , 2012) (Culpan, 2011).1.3.5 Samsung using the emotional branding to overtake Apple

In order to having the Point of different with iPhone, Samsung is making their own competitive advantages on the Galaxy S3 like bigger screen that iPhone that allow Customer having better experience when using their phone. Samsung bigger advantages is there repositioning their product by using the emotional branding. Samsung introduce the Galaxy S3 with the concept of their phone not just only for communication but it can be part of life with the slogan of designed for human and inspired by nature (Samsung Galaxy SIII, 2011). Samsung showing that concept in their ads like the bed time story and propose. (Reilly, 2012)

Research method & procedure2.0 TheoryThis research will find out the product image of the smartphone so the current available and related research report will use as the guide to help complete the question to be ask in survey. There are two research report been choose as the guide for this research (N