Apple and Samsung Brand Positioning

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1.0 Introduction
APPLE
Apple Inc., formerly Apple Computer, Inc., which is a multinational corporation that creates consumer electronics, computer software, and commercial servers, and a digital distributor of media content. On 1 April 1976, Apple was established in Cupertino, California and incorporated on 3 January 1977. The founders are Steve Jobs and Steve Wozniak who started with a Apple’s computer company in the year 1976. Apple has expanded into a very complex company that specializes in much more than just computers in the last decade. Due to the iPod product, Apple has successfully to break the barrier and ultimately becoming the dominant market leader of music players in the year 2001. In the year 2007, Apple started to join the phone industry. It’s widely successfully in the phone industry. In addition, Apple has named by the fortune magazine which is the most admired company in the world in the year 2008 until 2010. Apple has manufactured few products which are Mac line of computers, iPad tablet computer, iPod music player, iPhone smartphone, Apple TV and Software. Based on our assignment, we are choosing Apple as our brand and specific to the iPhone 5 product which compare another brand’s product. Apple has manufactured 6 generations of iPhone product which is iPhone 1st, iPhone 3G, iPhone 3GS and iPhone 5. iPhone 5 is the latest smart phone that produced by Apple. On 12 September 2012,Apple was held an event to introduce the iPhone 5 to the market at San Francisco. On 14 September 2012, Apple has begun taking pre-orders and it has received over two million orders within 24 hours and it was started to supply available at launch on 21 September 2012. iPhone 5 has improved quality and design. It is comes with white and black colour. According to the Philip Schiller who is Apple’s senior vice president of Worldwide Marketing, iPhone 5 is the most beautiful consumer device that they are ever created and he also mentioned that they are packed an amazing amount of innovation and advanced technology into a thin and light, jewel-like device with a stunning 4-inch Retina display, blazing fast A6 chip, ultrafast wireless, even longer battery life; and they think customers are going to love it. Nowadays, Apple has successfully with opened 394 retail stores in the 14 countries as well as the online Apple Store and iTunes Store. By market capitalization, Apple is the second-largest publicly traded corporation in the world with an estimated value of US$ 414 billion on January 2013. On 29 September 2012, the company had 72,800 permanent full-time employees and 3,300 temporary full-time employees in the worldwide. In the year 2012, Apple has earned annual revenue totaled $156 billion in the worldwide. SAMSUNG

Samsung is a South Korean multinational conglomerate company and headquartered in Samsung Town, Seoul. In the year 1938, Samsung was founded by Lee Byung Chull. Samsung has diversified the group into area including food processing, textiles, insurance, securities and retail over the next three decades. Samsung has started to join the electronics industry in the late 1960s, while the construction and shipbuilding industries are in the late 1970s. After Lee’s death in the year 1987, Samsung was separated into four business group which is Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since 1990s, Samsung has increasingly globalised activities. Electronics, mobile phones and semiconductors has become source of income of Samsung. In the other hand, Samsung is hiring talented and intelligent pupils. There have 25% of the employees who has PhD degree or equivalent. Besides, Samsung has own the private university in South Korea. Most of the graduates being employed by Samsung Group affiliates. Samsung’s employees are highly loyal to the company. They are willing to work with long hours per day at the company without any rest for weekends and holidays. Based on our assignment, we are choosing Samsung as our...
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