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Marketing Management: Comparative Analysis of Strategic Management Practices: Apple Inc. vs. Samsung Group

A comparative analysis of Apple and Samsung�s strategic management practices, highlighting their marketing and business strategies.

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    Marketing Management 1 Running Head : MARKETING MANAGEMENT Marketing Management Compare the strategic management practices of Apple Inc. and Samsung Group, focusing on innovation, organizational culture, leadership styles, and business - level strategies. Include a SWOT analysis for both companies and discuss how cultural differences influence their strategic initiatives. Word Count Requirement: 2500 – 3000 words.

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    Marketing Management 2 Introduction In recent times, continuous changes in business environment, customer preferences, and market need promote or encourage organizations to become an innovation architect and creating an innovative organizational culture or work environment that helps them to introduce new products and services for survive in the market. For this paper, selects Apple and Samsung because both companies are popular for their strategic management in the worldwide . This paper describes and analyzes the s trategic management of Apple Inc. and Samsung Group . Company Background Apple : Apple Inc. was established by Steve Jobs, Ronald Wayne, and Steve Wozniak on 1 st April, 1976 in order to develop and sell personal computers. Along with this, on 3rd January 1977, it was integrated as “Apple Computer, Inc.” and was renamed as “Apple Inc.” on 9th January 2007 to imitate its shifted focus towards consumer electronics (Apple. 2014). In addition to this, Apple Inc. is an American multinational corporation which headquarters is located in Cupertino, California. Furthermore, Apple intends, develops, and sells consumer electronics, personal computers, and computer software to satisfy the needs of customers in an effective manner. The major hardware products of Apple Inc. is the iPhone, Smartphone, the Mac line of computers, the iPod media player, and the iPad tablet computer (Apple. 201 5 ). Its consumer software contains the OS X and IOS operating systems, the Safari web browser, the iTunes media browser, and the iLife and iWork creativity & productivity suites. Samsung : S amsung Group is a South Korean multinational company those starting its business as a small trading company and right now becoming world largest corporation. The

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    Marketing Management 3 company deals with its business in several sectors such as advance technology, skyscraper, semiconductors, plant construction, petrochemical, fashion, finance, medicine, hotels, chemical and others. The company was established in 1969 in Suwon, South Korea and known globally for its electronic products. The company is manufacturing several latest technologies, electronic appliances such as mobile phones, tablets, laptops, TVs, refrigerators, air conditioners, washers and other products. The company runs its operations and sales its products in 61 countries with approx 160,000 employees in all over the world ( Samsung , 2015 ). Moreover, the company acquired the position of the world biggest IT maker in 2009 by beating the Hewlett - Packard (HP) previous leader. Its sales revenue in the segment of LCD and LED is the highest in the world. Furthermore, Samsung also becomes world leader in the segment of mobile phones, tablets and gadgets . Analyzing the Existing Business Strategies and Capabilities for Both Apple and Samsung Apple and Samsung have been able to capitalize on innovation and entrepreneurship while others have not because these organizations have used the different strategies, different organizational culture, leadership styles, management systems and business process. These organizations have applied the different or innovative strategies or tactics and have not applied the traditional techniques and strategies that helped them to develop their reputation in the global market (Popelka, 2013). Moreover, these organizations believed that human resource is the important assets, so these are focused on their employees to capitalize on innovative and intrapreneurship. Samsung focuses on providing the best working environment or atmosphere of their employees, while Apple encourages team to compete each others. Moreover , Samsung focuses on the HR policies and strategies. These HR policies and strategies have been helped

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    Marketing Management 4 organizations to capitalize on innovation, intrapreneurship and competitive position in the global market. In addition, supportive leadership styles and open organizational culture helped both organizations to capitalize on innovation and intrapreneurship while others have not. Moreover, both organizations focused on protect the environment through focused on ecosystem to create its reputation or position in the global market. Such as Apple follows a unique platform and ecosystem strategy for longer time to connect its products from the people and maintain its competitive position in the worldwide market (Nisen, 2012). Moreover, Samsung focuses on its ecosystem and its hubs project to develop across mobile, TV and computing. Furthermore, both organizations focused on develop their infrastructure and network those helps them to capitalize on innovation and intrapreneurship. For example, Samsung has set up multiple research centers in different countries. These research centers perform valuable research in emerging technologies, products and materials related the hardware, software, and packaging that helped Samsung to capitalize on innovation and entrepreneurship (Shaughnessy, 2013). Moreover, research centers in different countries also helped the company to understand needs of different nations’ customers and markets, so they have been able to innovate new products according to customers need that result capitalize on innovation and intrapreneurship. In terms of the most innovation company, Samsung lags behind Apple because Apple effectively align its existing strategies with its mission statements that is designs the best personal computers , tablets, iPhone, and watch in the world. Samsung mission statements is being creative leader in the Smartphone market through fundamentally transform the company’s culture and strategies as well as control its R&D ( Nisen, 2012) . On the basis of both organizations mission statements, it can be stated that Apple targeted the personal computers ,

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