Marketing research of customers’ preferences between Iphone and Samsung Galaxy Goal: to recognize and identify a marketing problem of the organization, collect and interpret information available through consumers, analyze external and internal environment, as well as defining main competitors, researching the market share of the company, identify existing problems.
Main marketing related problem – a lot of people prefer Apple’s Iphone to Galaxy series of Samsung. Focus on:
Lower market share and sales compared to Apples’ Iphone
Why do people prefer Iphone to Galaxy S series? Focusing on technology, features and design Research approach: Research Question. Method of researching – Questionnaire
Marketing research problem:
Why do people prefer Iphone mobile phones to Samsung Galaxy? Problem Definition:
People tend to prefer Apple’s Iphones rather than Samsung Galaxy line. Is it because of reputation, design, features or easier usage of the Iphone?
Samsung Group is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand. The company was founded in 1938 by Lee Byung-chull. Samsung Galaxy is a series of mobile computing devices produced by Samsung Electronics, all of which use the Android operating system. First Samsung Galaxy was released in June 2009.
Apple Inc. originally Apple Computer, Inc., is an American multinational corporation headquartered in Cupertino, California that designs, develops, and sells consumer electronics, computer software, and personal computers. The company was founded on April 1, 1976, and incorporated on January 3, 1977. The word "Computer" was removed from its name on January 9, 2007, to reflect its shifted focus towards consumer electronics. Its best-known hardware products are the Mac line of computers, the iPod, the iPhone and the iPad. Its software includes the OS X and iOS operating systems, the iTunes media browser, and the iLife and iWork creativity and production suites. The iPhone is a line of smart phones designed and marketed by Apple Inc. The iPhone runs Apple's iOS mobile operating system, originally named "iPhone OS". The first iPhone was released on June 29, 2007; the most recent iPhone, the sixth-generation iPhone 5, was released on September 21, 2012. The user interface is built around the device's multi-touch screen, including a virtual keyboard rather than a physical one. The iPhone has Wi-Fi and cellular connectivity (2G, 3G and 4G (iPhone 5 only))
Market share: Iphone line vs. Samsung Galaxy
Global market share:
Samsung - global mobile market share reached a record 26 percent
Starting with smart phone platform share, figures are compared from the share at the three months average ending in April 2012 and then the three months ending in July 2012. At the end of July Google’s Android share of the market was up to 52.5%, a rise of 1.4% on the previous quarter while Apple’s share was 33.4%, a rise of 2% on the previous quarter. As far as OEM market share goes Samsung is at the top of the tree for top handset manufacturer. For the quarter ending in July 25.6% of U.S. mobile subscribers. Australia:
The Apple iPhone shrunk from 51.6% to 47.5%
Samsung has 17% market share on the phone markets
Problems for Apple exist in Europe, where Google's Android platform has been making gains because of low-priced devices. In particular, Apple saw its smart phone share drop from 29 percent to 20 percent in France, where the report said there are "increasing signs of price sensitivity." Similarly, Apple's smart phone share fell from 27 percent to 22 percent in Germany, while other iPhone drops were seen in Italy and Spain. The report noted that sales of...