Samsung vs Apple

In: Business and Management

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INTERNATIONAL BUSINESS

SCHOOL YEAR 2014/2015

INDIVIDUAL ASSIGNMENT
(2-3 pages, typed and handed in personally on lectures)

Read the case Samsung attacks Apple and answer to the following questions: 1. How important role do Samsung and Apple play in global smartphone market? 2. What is guerrilla marketing and discuss how Samsung tried to win the smartphone battle by guerrilla marketing? 3. Discuss various strategies adopted by Samsung to win over Apple? 4. Discuss the opportunities and challenges arising out of the battle between Samsung and Apple?
This assignment represents 5% of your final grade.
Deadline: Friday, 5th September 2014!

INTERNATIONAL BUSINESS

SCHOOL YEAR 2014/2015

INDIVIDUAL ASSIGNMENT
(2-3 pages, typed and handed in personally on lectures)

1. Samsung is the one of two largest smart phone producers in the world. Samsung, a South Korean company was founded in 1938 by Byung-Chull Lee .'Samsung Electronics' which was popular in the world for various consumer electronic goods such as TV, Computers, Mobile Phones, Music System, and Camera etc. ln late '1970s and early 1980s, Samsung forayed into various international markets and the company started expanding its business globally. ln 2010, Samsung introduced its first smart phone 'Samsung Wave' based on its own operating system Bada. ln October 2011, the company introduced its most challenging smartphone Galaxy S ll, which was considered as a tough competitor for Apple's smartphone. Another largest smartphone producers and best know brand is Apple. Apple was founded by Steve Jobs (Jobs) and Steve Wozniak in 1976 in California, USA. The company was popular for producing advanced technologybased hi-tech gadgets such as iPhone, iPad, iPod, Mac, Apple TV and operating systems. These companies takes more than half of all the smart phone market. 2. Guerilla…...

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