Thursday, June 20, 2019
Marketing Essay Example | Topics and Well Written Essays - 2250 words - 20
Marketing - Essay ExampleThe report is based on the cogitation of the segmentation, targeting and positioning (STP) analysis of Apple and Samsung in the US market. These two organisations are the leading electronic goods manufacturer and dealer all over the world. This analysis is to a fault emphasises on the importance of marketing mix strategy while analysing the different stages of STP strategy (Wood, 2008).Apple Inc. is a multinational company headquartered in California. It was set up in the course of 1976 by Steve Jobs and Ronald Wayne. Apple offers consumer electronics, personal computers, software and online services to its customers (Marketline, 2014). Samsung is the leading electronic consumer durable organisation founded by Lee Byung-chul in the year of 1938. It is headquartered in Seoul, South Korea (Mukit, 2014).The product portfolio of Apple includes portable computers such as Macbook series, iPod, iPhone, iTune, printers, servers and wifi based stations. Apple MacBoo k and iPhones have created their status symbol. Their product category as well as includes different accessories and peripheral products such as printers, magic mouse and storage devices (Worstall, 2014).The distribution channel of Apple includes technology consultant and independent service provider. They take to sale their product only through authorized resellers, retailers and distributors. They also promote and sale their products through Apple authorized franchisee stores (Paczkowski, 2012).Apple is focused on promoting their products at heart students and professionals. Through their promotional activities they try to attract their customers attention towards the special features and benefits of their products. Their promotional procedure includes advertisement through all the possible media and gross revenue promotions.Samsung has a wide product portfolio which includes Tablet, notebooks, printers, wide range of mobile phone and television, cameras, refrigerator,
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