LIBERTY UNIVERSITY MMPG: Position/Competition/Branding of Apple iPhone OLAMIDE O. BELLO 11/20/2012 STRATEGIC MARKETING MANAGEMENT (BUSINESS 520) PROFESSOR: DR. ANDREW HONEYCUTT Smart Phone Market Samsung, the Korean tech giant, is the leader in the Smartphone following the third quarter, extending its lead over Apple (Gartner's report released on Wednesday this week). The Android-based Galaxy smart phones have a very strong sales compare to Apple which makes android the lead in the global Smartphone market accounting for 32. percent of the worldwide market share (UCStrategies Staff). Google acquired Android Inc. in 2005, after 2years, Google declare android distribution public in late 2007. Today Android is leading the smart phone market(UCStrategies Staff). The strengths: Decentralized Distribution: Android found strength in mass distribution, pleased companies such as HTC, Samsung and Motorola by offering them competitive platform for free, this help reduce the production cost and pass the savings to the consumer.
With such competitive platform at a reduced price, consumer can easily change to android phone cheaply with no contract and android works on any mobile operator(The Next Web). The weaknesses: Mixed Results: Since different carrier and manufacturers do have freedom to used android, this brings no standard and control to android usage. Crappy hardware can depreciate the value of the android and lead to terrible experience. With different manufacturer customize android with no universal standard create consumer confusion.
So decentralized distribution is also the android weakness(The Next Web). Product Branding Branding as been defined as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those competitors”(Kotler). Apply is great at branding compare to other competitor, it takes less than a second to identify apple iPhone just by the look and the logo unlike other competitors. Apple OS only runs on apple phone and there is not third manufacturer involved.
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Also Case Study will describe why Apple Inc. is a very successful company.
Apple brands brings intense, active loyalty, positive, accessible reaction, point-of-parity ; difference, deep and broad brand awareness to iPhones (Kotler p. 249). With Apple branding, iphone design and functionality become difficult to compromise. References The Next Web Retrieved from http://thenextweb. com/mobile/2011/11/14/androids-strength-is-also-its-weakness-decentralization/ Unified Communication Strategies: Samsung Leads Global Smartphone Market Retrive from http://www. ucstrategies. com/unified-communications-newsroom/samsung-leads-global-smartphone-market. aspx Marketing Management by Kotler Keller
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