Cannibalization and Globalization of Samsung and Apple

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Cannibalization and Globalization of Samsung and Apple Assignment 2 Student name: Jingtian, Luo Student number: s3424939 Table of Contents Executive Summary………………………………………………………………………………3 Introduction………………………………………………………………………………………….5 Viewing of Existing Research…………………………………………………………………8 Methodology……………………………………………………………………………………….12 Findings……………………………………………………………………………………………….14 Implications of Research……………………………………………………………………..18 Conclusion…………………………………………………………………………………………..23 Reference List………………………………………………………………………………………24 Appendix……………………………………………………………………………………………..28 Executive Summary: In recent years, the old model of mobile phones are getting excluded from the market; on the other side, the new brand of mobile phones which we call it ‘smart phone’ has occupied the main market sales. Since quarter 4 of 2012, iPhone and Samsung Galaxy has obtained more than half of the total marketshares in the world. The research draws attention to the fact that before 2008, the market share of Apple was 3.4% of the worldwide smartphone market. The Iphone’s key competitors such as Samsung mobiles was the 2nd largest mobile trader since 2007, and then become then become the world’s largest manufacturer of mobile phones since 2011 (Grobat, 2013). In 2008, Iphone sales had been increasing to 12.9%, which is the triple amount of sales compare to the year 2007. However after 2011, it started losing some market share to its competitor- Samsung Galaxy. This report is aimed to examine why the sales volume of iPhone and Samsung Galaxy product has increased over the past few years since 2008 and to recommend different strategies of increasing the sales volume. It is recommended that: Apple and Samsung are both successful traders in the smart phone market; Samsung is more likely to take immediate measures to launch and promote Samsung Galaxy

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