Samsung Smartphone Strategy

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* Has Samsung’s decision to have a wide range of models helped increase its share of the smartphone market?

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Candidate name – Luca Chen

Candidate number – 000817-016

School name – St George’s BIS, Rome

School number – 000817

Business & Management Coursework (SL)

Word count: 1498

Table of Contents

1. Introduction: 2

2. Ranges of products 3

2.1 Series and Models 3

2.2 Range of prices 4

2.3 Innovation 5

3. Financial report 6

3.1 Investment 6

3.2 Profit and selling units 6

4. Competition between Samsung, Apple and others 7

4.1 Market share 7

4.2 Smartphone shipments 8

4.3 Smartphone Revenue 9

4.4 Product life cycle of Samsung and Apple 10

5. SWOT analysis 11

6. Conclusions and recommendations 12

Bibliography 13

Appendix-Supporting document 1: Global Smartphone shipment Growth Slows 32 Percent in Q2 2012

Appendix-Supporting document 2: Samsung plans record $41-billion investment in 2012

Appendix-Supporting document 3: Smartphones: Samsung smokes Apple

Appendix-Supporting document 4: Samsung might have sold twice as many smartphones as Apple

Appendix-Supporting document 5: Samsung posts record profits on Galaxy phone sales

* Has Samsung’s decision to have a wide range of models helped increase its share of the smartphone market?

1. Introduction:

South Korea-based Samsung Electronics is the world’s largest smartphone manufacturer. While Apple dominates US markets, Samsung dominates most markets in the rest of the world.

Samsung Electronics was established as a subsidiary of the Samsung Group in 1969 in South Korea. Its early products were electrical appliances including televisions, calculators and washing machines and in1988, it launched its first mobile phone. Unlike its competitor Apple, Samsung still sells a broad range of smartphone in different shapes, sizes and operating systems. Their mobile smartphone became popular and successful in...