Project on apple vs samsung

August 16, 2017 | Author: Gaurav MaLik | Category: Apple Tv, I Phone, Htc, Apple Inc., Smartphone
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project report for mba...


Minor Project on

(COMPARATIVE ANALYSIS OF SMARTPHONES WITH SPECIAL REFERENCE TO APPLE AND SAMSUNG) Submitted in partial fulfilment of the requirements for the award of the degree of Master of Business Administration (MBA) Programme of Lingaya’s University, Faridabad Submitted To:

Submitted by:

Supervisor Name


Nachauli, Old Faridabad, Jasana Road, Faridabad- 121002 (Haryana) Batch (2012 - 2016 )



I, hereby declare that this Minor Project, titled “COMPARATIVE ANALYSIS





REFERENCE TO APPLE AND SAMSUNG” is an authentic work carried out by me. It has not been submitted earlier for award of any degree or diploma to any institute or university.

Place: New Delhi

Candidate’s signature


Name: (GAURAV MALIK) Enroll. No.: 12BBA039


Name: (Supervisor)



It is my pleasure to be indebted to various people, who directly or indirectly contributed in the development of this work and who influenced my thinking, behaviour and acts during the course of study. I also extend my sincere indebtedness to ….... (Name of the faculty guide) ………………….who provided his/her valuable suggestion and precious time in accomplishing my project. I also take this opportunity to express my sincere gratitude to each and every person, particularly Dean and Head of the Department who directly or indirectly helped me throughout the project and without them this project would not have been possible. The immense learning from this project would be indelible forever.





Topic Declaration Acknowledgement Executive Summary List of Tables List of Figures Chapter-1: Introduction

Page No 6-14

 9

Chapter-2: Conceptual Framework


 10

Chapter-3: Data Analysis and interpretation


 11 12 13

Chapter-4: Summary and Conclusion References/Bibliography Appendices

52-54 -

LIST OF FIGURES Figure No 1 2 3 4

Title Customer satisfaction Customer use and Product use Samsung Group Samsung to be best digital company

Page No. 5 9 31 33



CUSTOMER SATISFACTION: Customer satisfaction measures how well a company's products or services meet or exceed customer expectations. These expectations often reflect many aspects of the company's business activities including the actual product, service, company, and how the company operates in the global environment. Customer satisfaction measures are an overall psychological evaluation that is based on the customer's lifetime of product and service experience.

IMPORTANCE OF CUSTOMER SATISFACTON The importance of customer satisfaction is apparent when you realize that, without customers, you don't have a business. A single unsatisfied customer can send more business away from your company than 10 satisfied customers. The more you focus on customer retention and customer support, the more long-term business you'll get. It's worth it to focus on customer satisfaction strategies, no matter how large or small your company is.

 Understanding








A business relationship, just like any other relationship, relies on both people getting their needs met. No matter what type of business you are in, all customers want the same thing. They want to feel welcomed and appreciated by you and your staff. They don't want to get the impression that they are just being used by you for money. Small interactions like "Thank you" and a nice smile can go a long way toward customer satisfaction.

 Make









A big part of customer satisfaction is reliability. If customers come to expect a certain mode of behaviour from you and your employees, you should deliver it to them each


and every time. Customers want to be able to rely on you. They expect consistent delivery times (if applicable) and support. By training your employees to treat all customers with the same respect, your customers will all have the same experience with your company, which will increase customer satisfaction.

 Be







Customer satisfaction is at its most important when something goes wrong in the chain of delivery. Whether a customer was double charged or didn't receive what she ordered, your employees need to handle the situation with the utmost care. Your employee should apologize and take steps to rectify the situation. The phrase "the customer is always right" is at the core of a good customer satisfaction strategy. It doesn't matter whether or not the customer misread the instructions or made the mistake; your employee should take steps to make the customer happy.

 Customer









Satisfied customers will make a great foundation for return business, and they may also bring in their friends and associates. Remember that customers are the heart of any business. Keep them satisfied, and encourage them to tell their friends about their experiences with your business


Fig 1

Satisfaction Measurement: Affective Measures of Customer Satisfaction A consumer's attitude (liking/disliking) towards a product can result from any product information or experience whether perceived or real. Again, it is meaningful to measure attitudes towards a product or service that a consumer has never used, but not satisfaction.

Satisfaction Measurement: Cognitive Measures of Customer Satisfaction A cognitive element is defined as an appraisal or conclusion that the product was useful (or not useful), fit the situation (or did not fit), exceeded the requirements of the problem/situation (or did not exceed). Cognitive responses are specific to the situation for which the product was purchased and specific to the consumer's intended use of the product, regardless if that use is correct or incorrect.


Satisfaction Measurement: Behavioral Measures of Customer Satisfaction It is sometimes believed that dissatisfaction is synonymous with regret or disappointment while satisfaction is linked to ideas such as, "it was a good choice" or "I am glad that I bought it." When phrased in behavioral response terms, consumers indicate that "purchasing this product would be a good choice" or "I would be glad to purchase this product." Often, behavioral measures reflect the consumer's experience individuals associated with the product (i.e. customer service representatives) and the intention to repeat that experience.

Fig 2

Satisfaction Measurement: Expectations Measures Many different approaches to measuring satisfaction exist in the consumer behavior literature. Leonard Berry in 2002 expanded previous research to refine ten dimensions of satisfaction, including: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front line Service Behaviors, Commitment to the Customer 9

and Innovation. Berry's dimensions are often used to develop an evaluative set of satisfaction measurement questions that focus on each of the dimensions of customer satisfaction in a service environment. A diagnostic approach to satisfaction measurement is to examine the gap between the customer's expectation of performance and their perceived experience of performance. This "satisfaction gap" involves measuring both perception of performance and expectation of performance along specific product or service attributes dimensions. Customer satisfaction is largely a reflection of the expectations and experiences that the customer has with a product or service. However expectations also reflect that influences the evaluation of the product or service. When we make major purchases, we research the product or service and gain information from the advertising, salespersons, and word-ofmouth from friends and associates. This information influences our expectations and ability to evaluate quality, value, and the ability of the product or service to meet our need

OBJECTIVES The main objectives of the present research work are as following

To know the level of customer satisfaction towards Apple and Samsung.

To understand the perception of consumers towards Apple and Samsung.

To analyze market image of Apple and Samsung.


SCOPE OF THE STUDY This study uncovers the customers’ preference regarding the two leading brands of the Smartphones industry. A special emphasis has been laid on Apple and Samsung.The project begins with the detailed of information about both the brands considered under the study. Further, it covers topics as data collection tools used and research methodology used for the project. Then it gives a complete analysis of the data collected and it is then used to reach to a conclusion. The study is useful for both the companies as they can use the recommendations generated for the betterment of their advertisement and promotional strategy and will help them in analyzing their strengths and weaknesses. This study will also benefit the perspective customers as the study will provide them with the relevant comparison of the two leading brands and will help them in choosing the best one.


SIGNIFICANCE OF THE STUDY •This research study would help the Apple or Samsung to improve the service. •The study analysis the schemes employed by Apple or Samsung to influence the purchase. •The study would help to the stores in improving the existing level of satisfaction among customers.

Limitations of the study Due to constraints of time and resources, the study is likely to suffer from certain limitations. Some of these are mentioned here under so that the findings of the study may be understood in a proper perspective.

The limitations of the study are: 

Time factor: The research was carried out in a short period. Therefore the sample size and the parameters were selected accordingly so as to finish the work within the given time frame.

Inadequate data: The data provided was not sufficient due to which the generalizations cannot be made.

Bias : The information given by the respondents might be biased some of them might not be interested to give correct information.

Lack of knowledge: Some of the respondents could not answer the questions due to lack of knowledge.

Lack of scientific method: The lack of scientific training in research methodology was great impediment in the research program.


RESEARCH METHODOLOGY Research Methodology is a way to systematically solve the research problem. The Research Methodology includes the various methods and techniques for conducting a Research. “Marketing Research is the systematic design, collection, analysis and reporting of data and finding relevant solution to a specific marketing situation or problem”. D. Slesinger and M. Stephenson in the encyclopedia of Social Sciences define Research as “the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art”. Research is, thus, an original contribution to the existing stock of knowledge making for its advancement. The purpose of Research is to discover answers to the Questions through the application of scientific procedures. Our project has a specified framework for collecting data in an effective manner. Such framework is called “Research Design”. The research process followed by us consists of following steps: 2.1.1

Descriptive Research: - The research was a descriptive research as it was concerned with specific predictions, with narration of facts and characteristics concerning individuals specially entrepreneurs. In other words descriptive research is a research where in researcher has no control over variable. He just presents the picture which has already studied.


Methods of Data Collection: - Research work is descriptive in nature. Information has been collected from both Primary and Secondary data. 13


Primary sources: - Primary data are those, which are collected afresh and for the first time, and thus happen to be original in character. Primary data has been collected by conducting surveys through questionnaire, which include both open- ended and closeended questions.


Universe of the Study: - The universe of the study included respondents in South Delhi.

2.3.3 Sample Size: - Sample size is the number of elements to be included in a


Keeping in mind all the constraints 60 respondents was selected


Sampling Techniques: - The sampling techniques used are convenience sampling technique and simple random sampling technique.


Secondary Sources: - Secondary data are those which have already been collected by someone else which already had been passed through the statistical process. In this research project secondary source used were books, online journals and websites.

2.4 Tools of Presentation and Analysis: To analyze the data obtained with the help of questionnaire, following tools were used. 2.4.1

Tools of Presentation: It means what tools were used to present the data in a meaningful way so that it becomes easily understandable. In this research tools used were tables and graphs.


Tools of Analysis: In this research the tools of analysis used were Percentage method.





A Smartphone, or smart phone, is a mobile phone built on a mobile operating system, with more advanced computing capability and connectivity than a feature phone The first Smartphones combined the functions of a personal digital assistant (PDA), including email functionality, with a mobile phone. Later models added the functionality of portable media players, low-end compact digital cameras, pocket video cameras, and GPS navigation units to form










resolution touchscreens and web browsers that display standard web pages as well as mobileoptimized sites.






by Wi-Fi, mobile

broadband, NFC and Bluetooth. In recent years, the rapid development

of mobile

app markets and of mobile commerce have been drivers of Smartphone adoption. The mobile


systems (OS)




include Google's Android, Apple's iOS, Nokia's Symbian, Blackberry

Smartphones Ltd.’s BlackBerry

10, Samsung's Bada, Microsoft's Windows Phone, Hewlett-Packard's webOS, and embedded Linux distributions such as Maemo and MeeGo. Such operating systems can be installed on many different phone models, and typically each device can receive multiple OS software updates over its lifetime. A few other upcoming operating systems are Mozilla's Firefox OS, Canonical Ltd.'s Ubuntu Phone, and Tizen.


Worldwide sales of Smartphones exceeded those of feature phones in early 2013. As of July 18, 2013, 90 percent of global handset sales are attributed to the purchase of Android and iPhone Smartphones.

The mobile market continues to be a two-horse race for profitability between Apple and Samsung, with the two rivals commanding 109 percent of profits — a number made possible because its competitors

are actually losing money in the Smartphone


The latest data from Can accord Genuity, shared with AppleInsider by analyst T. Michael Walkley on Thursday, estimates that Apple took 56 percent of the operating profits for feature phones and Smartphone in the third quarter of calendar 2013. Coming in close second was Samsung,








In contrast, all of the competition lost money, with the exception of Sony, which broke even during the quarter. The biggest loser was struggling BlackBerry, which represented a negative 4 percent of industry profits, followed closely by Google-owned Motorola, taking negative 3 percent.

Nokia, LG and HTC were all about even with one another, each representing negative 1 percent








Walkley noted that the share controlled by Apple and Samsung is likely lower when the profits of Chinese vendors such as Lenovo, ZTE, Huawei and Coolpad are included. However, Chinese manufacturer profitability data is not available, and could not be included in




Apple actually saw its share of profits increase from 53 percent in the second quarter to 56 16

percent in the third quarter, despite the fact that the company was transitioning to the launch of the iPhone 5s and iPhone 5c late in the quarter. Walkley said Apple's greater share of profits came to slightly higher sequential iPhone unit sales, as well as more pronounced losses from BlackBerry and HTC.

"Given a full quarter of iPhone 5s/5c sales, we anticipate very strong operating profit share for Apple during the holiday quarter," the analyst wrote. "Further, we believe Apple's value share of the handset market is even higher than our estimates... considering Apple's dominant share of the tablet market, as some Android OEMs include tablet sales in reported smart device sales and profits." In fact, when tablets, notebooks and other mobile devices are included, Apple earned more than Samsung, LG, Nokia, Huawei, Lenovo and Motorola's mobile divisions combined, according to separate data released last month by Strategy Analytics. Concentrating on phones alone, Apple and Samsung are estimated to have accounted for more than 100 percent of industry profits for some time now. Prior to Thursday's data, the most recent figures July showed the rival companies accounting for 103 percent of industry profits.

Major players in telecommunication with Apple and Samsung and their market share MICROSOFT On January 10, 2011, Microsoft announced Windows Embedded Handheld 6.5. The operating system has compatibility with Windows Mobile 6.5 and is presented as an enterprise handheld device, targeting retailers, delivery companies, and other companies that rely on


handheld computing. Unlike Windows Phone, Windows Embedded Handheld retains backward compatibility with legacy Windows Mobile applicationsThere are three main versions of Windows Mobile for various hardware devices.

Windows Mobile Professional runs on Smartphones with touch screens

Windows Mobile Standard runs on mobile phones without touch screens

Windows Mobile Classic which runs on personal digital assistant or Pocket PCs.

Windows Mobile for Automotive and Windows Mobile software for Portable Media Centers are among some specialty versions of the platform. Microsoft had over 50 handset partners, when Windows Mobile was still being shipped on new devices. 80% of the 50 million Windows Mobile devices that were made from launch to February 2009 were built by one contract manufacturing group, HTC, which makes handsets for several major companies under their brands, and under its own brand. Naming conventions for each version


Cher Wang, H. T. Cho and Peter Chou founded HTC in 1997.[9] Initially a manufacturer of notebook computers, HTC began designing some of the world's first touch and wireless hand-held devices in 1998.[10] The company has a rich heritage of many "firsts", including creating the first Microsoft-powered Smartphone (2002) and the first Microsoft 3G phone (2005). Their first major product, one of the world's first touch-screen smart phones, appeared in 2000. As an ODM for HP and Palm, HTC built the HP iPAQ and the Palm Treo 18

650. In 2007 HTC acquired the mobile-device company Dopod International. In June 2008, HTC changed its official name from High Tech Computer Corporation to HTC Corporation

BLACKBERRY BlackBerry Limited, formerly known as Research In Motion Limited (RIM)

is a

Canadian telecommunication and wireless equipment company best known as the developer of the BlackBerry brand of Smartphones and tablets. The company is headquartered in Waterloo, Ontario, Canada. It was founded by Mike Lazaridis, who served as its coCEO along with Jim Balsillie until January 22, 2012; as of November 2013, Prem Watsa assumes

the new title of "Lead Director and Chair of Compensation"

The primary competitors of the BlackBerry are Smartphones running Android and the Apple iPhone, with Microsoft's Windows Phone platform emerging as a more recent competitor. For a number of years, the BlackBerry was the leading Smartphone in many markets, particularly the United States. The arrival of the Apple iPhone and later Google's Android platform caused a slowdown in BlackBerry growth and a decline in sales in some markets, most notably the United States. This led to negative media and analyst sentiment over the company's ability to continue as an independent company.[24] BlackBerry has managed to maintain significant positions in many markets, bolstered by a large entrenched user base, cost effective phones and plans, and a growing Smartphone market globally

On May 19, 2001, the Apple Retail Store at Tyson’s Corner in Virginia opened its doors to the public and no small amount of criticism. From only two days later, the headline “Sorry,


Steve: Here’s Why Apple Stores Won’t Work” is hilarious now, especially the prediction of it being “two years before they’re turning out the lights on a very painful and expensive mistake,” but at the time, it arguably made sense.

COMPANY PROFILE Introduction of Apple Inc. Apple Inc. is an American multinational corporation that designs and sells consumer electronics, computer software, and personal computers. The company's best-known hardware products are the Macintosh line of computers, the iPod, the I-Phone and the I-Pad. Its software includes the Mac OS Xoperating system; the iTunes media browser; the I-Life suite of multimedia and creativity software; the I-Work suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; the Safari web browser; and IOS, a mobile operating system. As of July 2011, Apple has 364 retail stores in thirteen countries, and an online store. It is the largest publicly traded company in the world by market capitalization, as well as the largest technology company in the world by revenue and profit, more than Google and Microsoft combined. As of September 24, 2011, the company had 60,400 permanent full-time employees and 2,900 temporary full-time employees worldwide; its worldwide annual revenue in 2010 total $65 billion, growing to $108 billion in 2011.


Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2012. However, the company has received widespread criticism for its contractors' labor, and for its environmental and business practices. Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977, the company was named Apple Computer, Inc. for its first 30 years. The word "Computer" was removed from its name on January 9, 2007, as its traditional focus on personal computers shifted towards consumer electronics. Interesting Facts about Apple There are a lot of things about 'Apple' that intrigues people; for instance 'why the name Apple?'. There are many theories about why Steve Jobs chose this name, but the one that makes












No doubt that the company has been through lots of ups and downs, and there is no denying its incredible success in the digital world as well. Apple Inc. has its own style, innovations, designs, usability, appeal and most importantly...its loyal users. The only company that I can think











What led me to writing this post was a brief research on Steve Jobs and I realized that there are quite a few interesting facts (and some rumors) surrounding Apple. 

Apple was established on April 1, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. Ronald Wayne being 'the forgotten founder'.

Unlike many companies out there, Apple didn't start in a garage, it started in a bedroom in Los Altos.

All the three founders used to work at 'Atari' before forming 'Apple'. 21

Apple-1 with the tagline 'Byte into an Apple' was the first personal computer to be released by Apple which was designed and hand built by Wozniak. It was sold for $666.66.

Apple was incorporated on January 3, 1977 without one of its original founders Ronald Wayne, who sold his share of the company back to Jobs and Wozniak for $800.

The very first Apple logo was designed by Ronald Wayne.

The first logo depicts Isaac Newton sitting under an Apple tree when he discovered gravity by an Apple falling on his head; it has a poem all around its border. (Newton… a mind forever voyaging through strange seas of thought.)

The word 'Macintosh' is also a variety of an Apple.

Logo was redesigned in 1977 by Ron Janoff. The only instruction that Ron had got from Steve Jobs was, “Don't make it cute”.

Janoff then presented two logos to Jobs, one with a bite and the other without. And we all know what Jobs went for.

According to an urban legend the reason for picking the logo with a bite in the Apple was to pay homage to genius computer scientist Alan Turing who committed suicide by taking a bite from a poisoned Apple. The designer and the company however denies any such theory. (Co-incidence?)

The other theory behind the logo is that Apple chose the rainbow colored logo to pay tribute to the 'the tree of knowledge' mentioned in Adam and Eve's story in the Bible. 22

So the bite represents the bite of knowledge. Again the designer finds this theory interesting but denies it being true. 

Janoff denies any interesting story behind the logo, the only reason it is an Apple is because the company is named Apple, the bite was chosen so that the fruit Apple is not confused with any other fruit. (Interview with Ron Janoff)

Apple's first GUI computer was called Apple Lisa which is rumored to be named after Steve Job's first daughter Lisa Nicole Brennan Jobs. Apple denies these rumors by saying that Lisa stands for 'Locally Integrated Software Architecture'. (Co-incidence again?)

Apple also made the first consumer digital cameras. The Apple Quick take was launched in 1994 and was discontinued later in 1997. An easy-to-use digital camera that connected to any Macintosh computer by way of an Apple serial cable. The camera was capable of storing eight photos at 640x480 resolution, 32 photos at 320x240 resolution, or a mixture of both sizes.

Jobs also created a company called 'Pixar' which was later bought by Disney, making him the largest individual shareholder of Disney.

Before coming up with the name iPod, Steve had already decided its tagline as “1,000 songs in your pocket.” Giving copywriter Vinnie Chieco complete freedom to come up with a name. When Chieco saw the prototype he instantly thought of the movie: 2001: A Space Odyssey and phrase “Open the pod bay door Hal!” symbolizing spaceship's relationship with small independent pods (personal computer and music player), Chieco just added an 'i' to the pod.


When 'iTunes' store was first launched, it had sold approximately 275,000 tracks within its first 18 hours. It sold 70 million songs in its first year.

The Apple store on 5th Avenue in Manhattan (the cube) is surely one of the most photographed landmarks in the world.

Jonathan Ive, Apple's senior VP of Industrial Design, has worn the same shirt in every Apple product introduction video since 2000.

Steve Jobs' birth father is Syrian Muslim, 'Abdulfattah Jandali' and was later adopted by Paul and Clara Jobs. Jobs was Buddhist and a strict vegan.

Apple was the first company to introduce the mouse and trackpad.

Apple didn’t sell a Windows-compatible iPod until nine months after the iPod was introduced.

Steve Jobs was awarded the National Medal of Technology from Ronald Reagan.

In 2008, 'Bloomberg' accidentally published Steve Jobs' 2,500 words obituary leaving blank spaces for his age and cause of death. The opening sentence described Jobs as the man who “helped make personal computers as easy to use as telephones Products

I-Pad The Apple website home page, featuring The new I-Pad. On January 27, 2010, Apple introduced their much-anticipated media tablet, the iPad running a modified version of IOS. It offers multi-touch interaction with multimedia formats including newspapers, magazines, e-books, textbooks, photos, movies, TV shows videos, music, word processing documents,


spreadsheets, video games, and most existing iPhone apps. It also includes a mobile version of Safari for web browsing, as well as access to the App Store, iTunes Library, iBooks Store, contacts, and notepad. Content is downloadable via Wi-Fi and optional 3G service or synced through the user's computer. AT&T was initially the sole US provider of 3G wireless access for the iPad. On March 2, 2011, Apple introduced an updated iPad model which had a faster processor and two cameras on the front and back respectively. The iPad 2 also added support for optional 3G service provided by Verizon in addition to the existing offering by AT&T. However, the availability of the iPad 2 has been limited as a result of the devastating earthquake and ensuing tsunami in Japan in March 2011. On March 7, 2012, Apple introduced the iPad 3, aka, "The New iPad". The iPad 3 added LTE service from AT&T or Verizon and an upgraded processor, the A5X. It also added the "Retina" display (2048 by 1536 resolution) originally found on the iPhone 4 and iPhone 4S. The dimensions and form factor remained relatively unchanged, with "The New iPad" being a fraction thicker and heavier than the previous version, and minor positioning changes. Since the tablet launched in 2010, iPad users have downloaded 3 billion apps, while the total App Store downloads is up to over 25 billion downloads.

I Pod The current iPod family, featuring the iPod Shuffle, iPod Nano, iPod Classic, and iPod Touch On October 23, 2001, Apple introduced the iPod digital music player. It has evolved to include various models targeting the wants of different users. The iPod is the market leader in portable music players by a significant margin, with more than 220 million units shipped as of September 2009. Apple has partnered with Nike to offer the Nike+iPod Sports Kit 25

enabling runners to synchronize and monitor their runs with iTunes and the Nike+ website. Apple currently sells four variants of the iPod. 

iPod Shuffle, ultraportable digital audio player first introduced in 2005, currently available in a 2 GB model.

iPod Nano, portable media player first introduced in 2005, currently available in 8 and 16 GB models. The latest generation has a FM radio, a pedometer, and a new multitouch interface that replaced the traditional iPod click wheel.

iPod Classic (previously named iPod from 2001 to 2007), portable media player first introduced in 2001, currently available in a 160 GB model.

iPod Touch, portable media player that runs iOS, first introduced in September 2007 after the iPhone went on sale. Currently available in 8, 32, and 64 GB models. The latest generation features the Apple A4 processor, a Retina Display, and dual cameras on the front and back. The back camera allows for HD video recording at 720p.

I Phone At the Macworld Conference & Expo in January 2007, Steve Jobs revealed the long anticipated i Phone, a convergence of an Internet-enabled smart phone and iPod. The original I Phone combined a 2.5Gquad bandGSM and EDGE cellular phone with features found in hand held devices, running scaled-down versions of Apple's Mac OS X (dubbed I OS, formerly iPhone OS), with various Mac OS X applications such as Safari and Mail. It also includes web-based and Dashboard apps such as Google Maps and Weather. The iPhone features a 3.5-inch (89 mm) touch screen display, 4, 8, or 16 GB of memory, Bluetooth, and Wi-Fi (both "b" and "g").The iPhone first became available on June 29, 2007 for $499 (4 GB) and $599 (8 GB) with an AT&T contract. On February 5, 2008, Apple updated the original iPhone to have 16 GB of memory, in addition to the 8 GB and 4 GB models. On June 9, 26

2008, at WWDC 2008, Steve Jobs announced that the iPhone 3G would be available on July 11, 2008. This version added support for 3G networking, assisted-GPS navigation, and a price cut to $199 for the 8 GB version, and $299 for the 16 GB version, which was available in both black and white. The new version was visually different from its predecessor in that it eliminated the flat silver back, and large antenna square for a curved glossy black or white back. Following complaints from many people, the headphone jack was changed from a recessed jack to a flush jack to be compatible with more styles of headphones. The software capabilities changed as well, with the release of the new iPhone came the release of Apple's App Store; the store provided applications for download that were compatible with the iPhone. On April 24, 2009, the App Store surpassed one billion downloads. On June 8, 2009, at Apple's annual worldwide developers conference, the iPhone 3GS was announced, providing an incremental update to the device including faster internal components, support for faster 3G speeds, video recording capability, and voice control. On June 7, 2010, at WWDC 2010, the iPhone 4 was announced, which Apple says is its "'biggest leap we've taken" since the original iPhone. The phone includes an all-new design, 960x640 display, Apple's A4 processor used in the iPad, a gyroscope for enhanced gaming, 5MP camera with LED flash, front-facing VGA camera and FaceTime video calling. Shortly after the release of the iPhone 4, it was realized by consumers that the new iPhone had reception issues. This is due to the stainless steel band around the edge of the device, which also serves as the phone's cellular signal and Wi-Fi antenna. The current fix for this issue was a "Bumper Case" for the phone distributed for free to all iPhone 4 owners for a few months. In June 2011, Apple overtook Nokia to become the world's biggest Smartphone maker by volume.


On October 4, 2011, Apple unveiled the iPhone 4S, which was released in the United States, Canada, Australia, United Kingdom, France, Germany, and Japan on October 14, 2011, with other countries set to follow later in the year. This was the first iPhone model to feature the Apple A5 chip, as well as the first offered on the Sprint network (joining AT&T and Verizon Wireless as the United States carriers offering iPhone models). On October 19, 2011, Apple announced an agreement with C Spire Wireless to sell the iPhone 4S with that carrier in the near future, marking the first time the iPhone was officially supported on a regional carrier's network. Another notable feature of the iPhone 4S was Siri voice assistant technology, which Apple had acquired in 2010, as well as other features, including an updated 8 megapixel camera with new optics. Apple sold 4 million iPhone 4S phones in the first three days after its release, which made it not only the best iPhone launch in Apple's history, but the mostsuccessful launch of any mobile phone ever.

Apple Tv At the 2007 Macworld conference, Jobs demonstrated the Apple TV, (previously known as the iTV), a set-top video device intended to bridge the sale of content from iTunes with highdefinition televisions. The device links up to a user's TV and syncs, either via Wi-Fi or a wired network, with one computer's iTunes library and streams from an additional four. The Apple TV originally incorporated a 40 GB hard drive for storage, includes outputs for HDMI and component video, and plays video at a maximum resolution of 720p. On May 31, 2007 a 160 GB drive was released alongside the existing 40 GB model and on January 15, 2008 a software update was released, which allowed media to be purchased directly from the Apple TV. In September 2009, Apple discontinued the original 40 GB Apple TV and now continues to produce and sell the 160 GB Apple TV. On September 1, 2010, alongside the release of the 28

new line of iPod devices for the year, Apple released a completely redesigned Apple TV. The new device is 1/4 the size, runs quieter, and replaces the need for a hard drive with media streaming from any iTunes library on the network along with 8 GB of flash memory to cache media downloaded. Apple with the Apple TV has added another device to its portfolio that runs on its A4 processor along with the iPad and the iPhone. The memory included in the device is the half of the iPhone 4 at 256 MB; the same as the iPad, iPhone 3GS, iPod touch 3G, and iPod touch 4G. It has HDMI out as the only video out source. Features include access to the iTunes Store to rent movies and TV shows (purchasing has been discontinued), streaming from internet video sources, including YouTube and Netflix, and media streaming from an iTunes library. Apple also reduced the price of the device to $99.

Software Apple develops its own operating system to run on Macs, OS X, the latest version being OS X Lion (version 10.7). Apple also independently develops computer software titles for its OS X operating system. Much of the software Apple develops is bundled with its computers. An example of this is the consumer-oriented I Life software package that bundles I Movie, I Photo and Garage Band. For presentation, page layout and word processing, I Work is available, which includes Keynote, Pages, and Numbers. I Tunes, QuickTime media player, Safari web browser, and Software Update are available as free downloads for both Mac OS X and Windows. Apple also offers a range of professional software titles. Their range of server software includes the operating system OS X Server; Apple Remote Desktop, a remote systems management application; and X san, a Storage Area Network file system. For the professional creative market, there is Aperture for professional RAW-format photo processing; Final Cut


Pro, a video production suite; Logic Pro, a comprehensive music toolkit; and Motion, an advanced effects composition program. Apple also offers online services with I Cloud, which provides cloud storage and syncing for a wide range of data, including email, contacts, calendars, photos and documents. It also offers I OS device backup, and is able to integrate directly with third-party apps for even greater functionality. I Cloud is the fourth generation of online services provided by Apple, and was preceded by Mobile Me, .Mac and I Tools, all which met varying degrees of success. Mountain Lion Available in July from Mac App Store June 11, 2015 Apple today announced that OS X Mountain Lion, the ninth major release of the world’s most advanced desktop operating system, will be available in July. Mountain Lion introduces more than 200 innovative features, including the new Messages app, Notification Center, system-wide sharing, Facebook integration, Dictation, Power Nap, AirPlay Mirroring, Game Center, and the enhanced security of Gatekeeper. With iCloud built into the foundation of OS X, Mountain Lion makes it easier than ever to keep your content up to date across all your devices. OS X Mountain Lion will be available in July from the Mac App Store for $19.99 (US). The OS X Mountain Lion Up-to-Date upgrade is available at no additional charge via the Mac App Store to all customers who purchased a qualifying new Mac system from Apple or an Apple Authorized Reseller on or after June 11, 2015





SAMSUNG GROUP Samsung Group is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated business, most of them united under the Samsung brand, and is the largest South Korean chaebol. Notable Samsung industrial subsidiaries include Samsung Electronics (the world's largest information technology company measured by 2011 revenues), Samsung Heavy Industries (the world's second-largest shipbuilder measured by 2010 revenues), and Samsung Engineering and Samsung C&T (respectively the world's 35th- and 72nd-largest construction companies). Other notable subsidiaries include Samsung Life Insurance (the world's 14thlargest insurance company), Samsung Everland (the oldest theme park in South Korea) and Cheil Worldwide (the world's 19th-largest advertising agency measured by 2010 revenues). Samsung produces around a fifth of South Korea's total exports and its revenues are larger than many countries' GDP; in 2006, it would have been the world's 35th-largest economy. The company has a powerful influence on South Korea's economic development, politics, media and culture, and has been a major driving force behind the "Miracle on the Han River". Samsung is guided by a singular vision: to lead the digital convergence movement. We believe that through technology innovation today, we will find the solutions we need t o address the challenges of tommorrow . From technology comes o p p o r t u n i t y f o r businesses to grow, for citizens in emerging markets to prosper by tapping into the digital economy, and for people to invent new possibilities. It’s our aim to


develop innovative technologies and efficient processes that create new markets, enrich people’s lives and continue to make Samsung a trusted market leader. Samsung grew into a global corporation by facing challenges directly. In the years ahead, dedicated people will continue to embrace many challenges and c o m e u p w i t h creative ideas to develop products and services that lead in their markets. Their ingenuity will continue to chart Samsung’s course as a profitable, responsible global corporation..


SAMSUNG HISTORY Samsung India aims to be the ‘Best Company’ in India by the Year 2006. ‘Best Company’ in terms of both the internal workplace environment as well as the external


environment in w h i c h t h e C o m p a n y t r i e s t o o p e r a t e s . S a m s u n g a i m s t o g r o w i n I n d i a b y c o n t r i b u t i n g t o t h e Indian economy and making the lives of its consumers simpler, easier and richer through its superior quality products. “Our aim is to gain technological leadership in the Indian marketplace even as our goal is to earn the love and respect of more and more of our Indian consumers Samsung in India Samsung India is the hub for Samsung’s South West Asia Regional operations. The SouthWest Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung India, which commenced its operations in India in December 1995, today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country. 15 Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located a l l o v e r t h e c o u n t r y. T h e S a m s u n g m a n u f a c t u r i n g

complex housing

m a n u f a c t u r i n g facilities for Color Televisions, Color Monitors, Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung ‘Made in India’ products like Color Televisions, Color Monitors and Refrigerators were being e x p o r t e d t o Middle









m a n u f a c t u r i n g complex. Samsung India currently employs over 1600 employees, with around 18% of its employees working in Research & Development.

SAMSUNG GLOBAL THE DNA of Digital Innovation Samsung








leader and



semiconductors, convergence

t e c h n o l o g i e s w i t h 2 0 0 4 p a r e n t c o m p a n y s a l e s o f US$55.2Bn and net income of US$10.3Bn. Employing approx. 113,000 people in over 90offices in 48


countries, the company has of 5 main business units: Digital Appliance Business,












Recognized as one of the fastest growing global brands, Samsung Electronics Corporation is the world’s largest producer of Color Monitors, Color TVs, Memory Chips and TFT LCD’s.16

Customized products for Indian Consumers Samsung







c u s t o m i z e i t s p r o d u c t s according to the Indian market. It has set up a “usability lab” at the Indian Institute of Technology in New Delhi to customize Samsung products to meet the specific needs of Indian consumers. This industryinstitute partnership is helping Samsung to study analyze consumer response in aspects of product design, including aesthetics, ergonomics & interface. Through its research done on consumer preference in India, Samsung has concludes that Indian consumers want more sound oriented products. Thus, the Samsung televisions for India have a higher sound capacity than their foreign counterparts. F o r t h e s e m i - a u t o m a t i c s e g m e n t o f S a m s u n g w a s h i n g m a c h i n e s , S a m s u n g h a s introduced for the first time in India a feature called Super Dry. It is present in three of Samsung’s semi automatic models and dries the clothes better than the rest. S a m s u n g w a s h i n g m a c h i n e s h a v e a n a d d i t i o n a l m e n u t h a t t a k e s c a r e o f t h e l o c a l Indian wardrobes. They also have a ‘memory re-start’ that takes care of the frequent power failures in India.


PRODUCT PROFILE 650 Series Full HD LC D TV Developed using our unique Crystal Design with a hint of rose-red colour accentuating a traditional piano-black bezel frame, the 650 Series LCD TV features Auto Motion Plus 120Hz, an Ultra Clear Panel, DNI e Pro and Wide Colour Enhancer Pro to provide perfect picture quality. Wide Video MP3 Player (YP-P2) Equipped with Bluetooth and a touch screen interface ,the YP-P2 lets consumers enjoy vivid videos on a 3-inchwide LCD screen. Samsung’s proprietary DNSe 2.0technology with Emo Ture™ UI enhances the ultimate multimedia experience

VRT Front Loading Washer Designed with Vibration Reduction Technology TM (VRT),our washer dramatically reduces barrel vibration—even at the highest speed. It also reduces energy and water consumption to the world’s lowest levels. Further, we’ve enhanced washing performance and eco-friendly performance with a diamond-shaped embossing drum.

6-in-1 Steam Oven Simple, yet stylish, our 6-in-1 steam oven combines all of the features of a conventional oven with advanced steam cooking technology to stimulate healthier eating. Samsung’s versatile steam cooking solution adds a steam function to the conventional oven, grill and microwave, as well as dry heat and fermenting.

Haptic Touch Screen Phones (SC H-W420/W4200) Built with Touch Wiz UI software, our Haptic model promises a unique user experience, one that touches all of these. The Samsung Haptic features one-touch access ,a widget for creating customized desktops and a G sensor


for automatic horizontal rotation of photos and videos .It is designed for the innovative, ‘onthe-go’ user who demands cutting-edge multimedia features, including a web browser.

Ultra-messaging Black Jack II (SG H-i617) Microsoft’s Windows Mobile software-enabled HSDPA smart phone boasts a bigger screen than the Black Jack I and includes a jog wheel. The phone also has cutting features such as a touch screen, Bluetooth, GPS and wireless LAN. Facts about Samsung The Samsung Groups is a South Korean multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea. It comprises numerous international affiliated businesses, most of them united under the Samsung brand. Here are some interesting facts about Samsung :

In 1938, Lee Byung-chull founded Samsung Sanghoe , a small trading company with forty employees located in Su-dong. It dealt in groceries produced in and around the city and produced noodles itself. It is in the late 1960's that Samsung Group entered into the electronics industry.

Lee Byung-chull founded Samsung Group in 1938, naming the start-up company a Korean word which translates to "three stars" in English.

Samsung Electronics overtook Sony as one of the world's most popular consumer electronics brands in 2004 and 2005, and is now ranked #19 in the world overall. In Quarter 3 of 2011, Samsung has overtaken Apple to become the World's Largest Smartphone maker

The Samsung Group annually donates around $100 million to the SAMSUNG MEDICAL CENTER, their nonprofit medical organization. The Samsung Medical Center is composed of Samsung Seoul Hospital, Kangbook Samsung Hospital,


Samsung Changwon Hospital, Samsung Cancer Center and Samsung Life Sciences Research Center. 

Samsung Mobile's first ever offering was a car phone it introduced in 1986. Because of poor reception and sales, manufacturing was halted. From this point until the early 1990s, Samsung Mobile would introduce mobile phone models, but sales were low because demand was low.

The company has a powerful influence on South Korea's economic development, politics, media and culture, and has been a major driving force behind the "Miracle on the Han River".

Notable Samsung Group industrial subsidiaries include Samsung Electronics, Samsung Heavy Industries, and Samsung Engineering and Samsung Champ.

Compared to other major Korean companies, Samsung survived the 1997 Asian financial crisis relatively unharmed.

Samsung became the largest producer of memory chips in the world in 1992, and is the world's second-largest chipmaker after Intel.

In 1995, it built its first liquid-crystal display screen. Ten years later, Samsung grew to be the world's largest manufacturer of liquid-crystal display panels.

Samsung has also been listed among the top 10 most trusted brands in India by The Brand Trust Report-India Study.

Samsung Heavy Industries will be the sole provider of liquefied natural gas (LNG) storage facilities worth up to US$50 billion to Royal Dutch Shell for the next 15 years.

Samsung is hoping their role in the London 2012 Olympic Games will provide a "golden moment" for the company's UK reputation.

According to 2010 data, Samsung has around 344,000 employees.


Latest Inventions in Samsung

Samsung's Transparent LCD

A seemingly ordinary, transparent piece of glass suddenly illuminates with video. It's Samsung's new transparent LCD screen, a breakthrough that could one day make any window into a display or touch screen. Currently, Samsung is only marketing the transparent screen to showrooms for display cases. But the company has grander visions. For instance, Samsung has been testing its invention on vending machines in Boston. The clear glass on the machines' windows can advertise a particular product and display nutrition information. The spectacle has been a success, with sales in vending machines equipped with the transparent LCDs up 600% over run-of-the-mill vending machines, Samsung says.

Normal TV screens require back- or side-lighting to display an image, but Samsung's transparent screen uses ambient light like sunlight or room lighting. That makes the product relatively cheap, since a large chunk of the cost of a TV or computer screen is in the illumination technology. Down the road, Samsung predicts that your bathroom mirror, a department store window, or even your windows at home could double as an interactive screen.

3D Home Theater - Samsung's Latest Invention The South Korean tech giant Samsung unveiled its 3D Home Theatre, which, according to the company, the first in the world home theatre to feature 3D technology.


The company's device is called Samsung HT-C6930W and is another technological invention that is based on Samsung's rich knowledge in 3D technology. The home theatre offers quality 3D picture and sound. It is worth mentioning that the Samsung HT-C6930W has a 5.1 or 7.1 channel speaker which comes together with a Blu-ray playe Samsung W960 - Smartphone with 3D Display

The South Korean tech giant Samsung plans to release soon its new Smartphone W960. The most interesting feature of this handset is its built-in 3D technology. According to the company, Samsung W960 is going to be the first cell phone in the world with a threedimensional display that allows users to watch all the content on the phone in 3D without the need to wear special glasses. Samsung's new Smartphone will feature a 3.2-inch AMOLED Touchscreen.


CHAPTER-3 FINDING AND ANALYSIS Questionnaire on Samsung & Apple Mobile Phones Q1. Please mention your age group? 18-20 21-25 26-30 31-35 36 above

10 14 16 10 10


INFERENCE Age Group between 21-25 & 26-30 uses maximum gadgets so main focus of the company should be on this age group.

Q 2) What are the things that you look while purchasing a smart phone ?  More power saver  Looks  Low maintenance cost  Reliability(less chances of breakdown)  Low price

12% 21% 5% 40% 21%


INFERENCE Still Users prefer to purchase those cells which are good in reliability instead of features that cell has.

Q3) How did you get to know about Samsung and Apple ?

Topics Family information Friend’s recommendation Dealer’s recommendation Advertisement

Samsung 15% 25% 15% 45%

Apple 30% 25% 10% 35%



INFERENCE Respondents get knowledge about the Samsung through Advertisements, after that Friends recommendations Respondents get knowledge about the Apple through Advertisement , after that family Recommendations.

Q4) Which smart phone is more easy to use? 






INFERENCE In this race Samsung is in a position to capture the whole market but they should also know that Apple is not far away from Samsung.

Q5) Which Smartphone has more customer satisfaction level? 






INFERENCE Apple gives more customer satisfaction level of needs than Samsung gives. As Apple gives warranty full 1year with the accessories whereas Samsung gives it of for only 6months.

Q6) Which Smartphone company is better in terms of marketing? 






INFERENCE Apple gives more marketing competition than Samsung as Apple is more creative in terms of clever advertisements than Samsung.

Q7) Which Smartphone company gives better software customization features? 






INFERENCE Samsung gives more attention towards software customization functions than Apple . As Samsung gives more software satisfaction levels than Apple gives.


Q8) Which company is better in terms of overall design architecture? 





INFERENCE Apple has better deign architecture than Samsung . As Apple gives more attention towards design aspect than Samsung .


Q9) Which company is better in terms of better software compatibility ? 





INFERENCE In this race software compatibility Samsung is in a position to capture the whole market but they should also know that Apple is not far away from Samsung.


Q10) Which company provides better battery life ? 





INFERENCE Apple has better battery life than Samsung . As Apple gives more attention towards battery performance than Samsung .


CHAPTER4 CONCLUSION AND RECOMMENDATIONS CONCLUSION SAMSUNG : To compete with Apple , Samsung should focus on increase its value proposition in the smart phone market . Samsung could develop new products having stylish and modern design in order to attract buyers who expect stylish , trendy and fashionable smart phones On the other hand . Samsung should keep on producing the existing models of smart phones which are relatively less costly to tap the middle class and lower upper class of population . A strong focus on R&D and taking advantage of being the first mover in launching . As a result , the market share of Samsung would increase and has more strength in the competition with Apple APPLE : From the result of the statistic tests, many Apple's user are trendy and some of them are short -term user. In order to keep these customers, Apple should always produce new products to avoid losing them . Beside the result reveal that there is a relationship between age group of the interviewer and the reasonable price they think . The lower age group of the reasonable price of a smart phone they think . Apple could attract young buyer by lowering its price . for instance . Apple can produce new smart phones with lower cost and hence to lower the price. As a result Apple could increase its market share , even attract the users of different brands of smart phone.

Apple’s product line has grown rapidly in the past few years. What we have found to be the most interesting about Apple is how they are very innovative and early adapters. Samsung stands on the pillars of innovation and excellent customers services. Samsung and Apple have a good market share but they have to change their strategies for more coverage of market share. FINDINGS


Samsung is the company which basically knows the mind-set of maximum citizen & they know which product is helpful for Increasing sales.

It’s water tight pack department competition between two Giant Companies Apple & Samsung

It shows that there is very high competition between two giant organizations named APPLE & SAMSUNG.

In this race Samsung is in a position to capture the whole market but they should also know that Apple is not far away from Samsung.

Still Users prefer to purchase those cells which are good in looks instead of features that cell has.

In this race Samsung is in a position to capture the whole market but they should also know that Apple is not far away from Samsung.

Apple gives more customer satisfaction level of needs than Samsung gives. As Apple gives warranty full 1year with the accessories whereas Samsung gives it of for only 6months


Apple has good brand image in the field of MP3/PVP. But Apple is not popular in Laptops and Pcs. Company should also promote these products and utilize its brand image.

Apple is not advertising much for its product frequently in television channel etc. advertising should be made frequent to let the people remembered the name of Apple.

Relation between the customer and company is the base of growth for any company.

Company should maintain good relationship with its big customers such


institution, corporate, school, colleges and should also have good relation with the end users. 

Company can send cards and invitation to the customer from time to time or on certain occasion.

Hoarding of company product should be kept at prime location where maximum people can see it.

Until and unless after sale service of the company is not good, it is not possible for the company to increase the sale.


Apple though has very efficient and effective after sale service but there are areas of improvement.

IPod is considered to be a trend setter and one of the most wanted items for the teenagers. This image must be enhanced to even adults owning an iPod and associating with it.

It is also meant for people who like to be simple, and that is why the design of the iPod is simple. But this aspect is forgotten by the consumers and should be revived.



Kotler Philip, “ Principles of Marketing Management”, (2008) Pearson Education, Prentice Hall, New Delhi

Research Methodology – M.V. Kulkarni (Everest Publishing House , 2004)

Websites 


QUESTIONAIRE Q1. Please mention your age group  18-20  21-25  26-30  31-35 36- Above Q 2) What are the things that you look while purchasing a smart phone ?  More power saver  Looks  Low maintenance cost  Reliability(less chances of breakdown)  Low price Q3) How did you get to know about Samsung and apple ? Family information Friend’s recommendation Dealer’s recommendation Advertisement Q4) Which smart phone is more easy to use? Apple Samsung Q5) Which smart phone has more customer satisfaction level? 


Samsung Q6) Which Smartphone company is better in terms of marketing ?




Q7) Which Smartphone company gives better software customization features ? 



Q8) Which company is better in terms of overall design architecture ? 



Q9) Which company is better in terms of better software compatibility ? 



Q10) Which company provides better battery life ? 




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