Samsung Galaxy Taking on Apple iPhone?

Samsung Galaxy Taking on Apple iPhone?
Case Code: BSTR501
Case Length: 14 Pages
Period: 2011-2016
Pub Date: 2016
Teaching Note: Available
Price: Rs.400
Organization: Samsung, Apple
Industry: Retail
Countries : India
Themes: --
Turnaround of Indian Railways: A Tough Road Ahead?
Abstract Case Intro 1 Case Intro 2 Excerpts


For the first time since 2003, Apple saw a decline in its year on year quarterly sales in April 2016, with a 13 percent dip in the sales of its flagship product — the iPhone. On the other hand, Samsung saw a rise in the shipments of its Galaxy smartphone during the same period. With both companies taking each other on more directly and openly through advertising and sales promotion, the competition between them was heating up. The case captures the evolving competition between the Apple iPhone and Samsung Galaxy, with both companies looking at each other’s product mix, marketing mix, and changing competitive strategies. Moving forward, it looks as if it is inevitable that both majors will take each other on in a challenging smartphone market....


The case is structured to achieve the following teaching objectives:

  • Analyze the competitive strategy of Apple and Samsung
  • Analyze and compare the marketing mix of Apple iPhone and Samsung Galaxy
  • Analyze the rivalry and competitive environment between the two smartphone firms
  • Understand how companies can capture market opportunities by catering to customer needs and wants



Marketing Mix, Product Strategies, Pricing Strategies, Competitive Advertising and Promotion Strategy, Apple Ecosystem, Platform Strategy, Tizen Operating System, Steve Jobs, Product differentiation, Customer experience, Competition and Rivalry, Chinese Market, Russian Academy of Science

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