Smart Phone Industry Case Study

MKT 605

Spring 2014

TECH-VALLEY

Section: C

Smart Phone Case Study

Date: 12th March 2014

Kh. Muhammad Kazim-12P01391

Submitted to: Dr. Irfan Butt

Lahore School of Economics

International Marketing (MKT 605)

Smart Phone Case Study

Respond to following questions:

1) What has been happening in smart phone industry in last few years (provide a an overview)

2) Who are the major players and what are their strategies?

3) In particular what is the difference between Apple’s and Samsung’s Marketing Strategy?

4) Which company is more successful – Apple or Samsung? Provide rationale.

5) Is there particular naming strategy used by companies in this industry?

6) What are Key success factors in this industry?

7) What similarities do you find in Marketplace Live simulation and Mobile phone industry?

8) What lessons can you draw from Mobile phone industry that could be used in Marketplace Live Simulation?

1) What has been happening in smart phone industry in last few years (provide a an overview)

The tremendous speed with which smart phones have become popular caused astounding growth rates in the market, but that same explosive development could cause these initial effects to weaken soon .In January 2007, the Apple Inc. CEO Steve Jobs unveiled the IPhone and the CEO claimed that it is the revolutionary product that is ahead of other mobile phone Microsoft chief executive Steve Ballmer calls it "the most expensive phone in the world". In November 2007, Google announced that it will offer android operating system for free. By 2008 Apple managed to capture 13 % of market share in smart phone industry. However in 2009 according to Gartner RIM has a 20% share of the smartphone market from. In January 2010 Apple successfully launched its iPad a 10 in tablet.

In April 2011Apple became the largest Smartphone vendor by numbers and revenue, selling 18.6m iPhones, just ahead of Samsung's 17.5m, in the year's first...