Scribd
Upload
3 views

Case Exercise 1

The document is a case exercise comparing Apple and Samsung in the mobile industry, focusing on consumer demographics and satisfaction. It describes typical consumers for both brands, noting Apple's appeal to middle and upper-class users and Samsung's broader age range targeting tech-savvy individuals. The exercise also discusses how each brand satisfies consumer needs and suggests that Samsung could improve by offering more competitive pricing like Apple does.

Uploaded by

Kristine Lyn Campos
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
3 views

Case Exercise 1

The document is a case exercise comparing Apple and Samsung in the mobile industry, focusing on consumer demographics and satisfaction. It describes typical consumers for both brands, noting Apple's appeal to middle and upper-class users and Samsung's broader age range targeting tech-savvy individuals. The exercise also discusses how each brand satisfies consumer needs and suggests that Samsung could improve by offering more competitive pricing like Apple does.

Uploaded by

Kristine Lyn Campos
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 4

SAINT FRANCIS OF ASSISI COLLEGE

045 Admiral Village, Talon 3, Las Piñas City

GRADUATE SCHOOL OF BUSINESS AND EDUCATION

MASTER IN BUSINESS ADMINISTRATION

MBM 102 MARKETING MANAGEMENT

CASE EXERCISE 1

Submitted by:

KRISTINE LYN MALLORCA CAMPOS

Submitted to:

Harvey H. Sadiasa
Professor

<August 3, 2024>
CASE EXERCISE 1

Choose two competing companies in the same industry (ex: Globe vs.
Smart in telecom, Puregold vs SM Hypermart in supermarket). One
satisfies your needs, the other did not. Discuss and support your
answer.

a. Describe the typical consumer of this product or service


category.
b. Explain what needs and wants were satisfied and exactly how
they were satisfied.
c. In areas you were not satisfied, what should the company do in
order to make you satisfied?

Apple and Samsung in Mobiles


A.
APPLE
A higher percentage of customers who buy the iPhone,
Macbook Air, Macbook Pro, and Apple TV are between the ages of
25 and 34. -- Seniors 65 and older, and people between 35 and 44,
are the biggest of iPad customers. -- And those who are 35 to 44
made up the highest percentage of Apple Watch sales.
Middle-class and upper-class users who can pay higher for
products that provide them with an incredible user experience. This
means that these users have a higher disposable income and are
willing to pay more for as high-priced products as Apple's
SAMSUNG
People from age 15 to 45 who follow the latest technology
trends. Their lifestyles are driven by heavy consumption of TV
and digital media, and they are especially engaged in local TV
series, as well as celebrities and their aspirational lifestyles
Teenagers to early adults (aged 14-25). This age group of
Samsung product consumers is usually Samsung’s smartphone
target customers as they are mostly technology savvy.This group
of customers is growing as Samsung saw that this group has
more spending power in recent years compared to in the past.
Adults (aged 26-50). This specific group of targets the largest
portion of Samsung’s target market as this is the group of
consumers that have the most ability to purchase any of the
product Samsung has to offer in the market be it smartphones,
smart television, cameras or any other household products like
vacuum cleaners or washing machines. This portion of customers
will continue to grow in the years to come

B. Apple

● They maintain consistency

● They are constantly evolving

● They make consumers feel good

● They are leaders in the technology industry

● Apple focuses on relieving purchasing anxiety

● Apple is insanely obsessed with attention to details

● Apple focuses on consumer value over money

Samsung
● Innovation and design

● Low cost production

● Focus on environment

● Large market share

● Hardware integration with many open source OS and software

● Customer loyalty

● Good industrial standards

● Strong inventory management

● Samsung loyalists have long placed multitasking capabilities at the

top of the list of reasons they prefer Galaxy devices. Galaxy devices
leverage crisp, expansive screens to give users various options for
working across multiple apps

C. Samsung smartphones are available at various prices. while


Apple iPhones are only available at one price point (usually high), so
Apple lower prices on current models by 15 percent now and have
the new iPhones have lower price tags.

You might also like