Samsung & Apple

The conflicts between Apple and Samsung In the emerging market smartphone usage is increasing, while the most representative brands are Apple and Samsung. Apple is the most valuable US brand that has played a dominant position in US; while Samsung is a South Korea multinational conglomerate firm and the represent products are innovative and revolutionary smartphone and tablet. Apple and Samsung are the most extraordinary companies in terms of the advanced productions and market capitalization (Cantor, 2012). However, Samsung and Apple have a direct conflict relate to their company’s several patents. As a result these two companies sue each other on the account of preserve their copyright and intellectual property. In this essay will analyze the competition between Apple and Samsung. Then, will explore the conflict between these two firms through 4Ps framework: product, prize, promotion and place. Finally, will examine the marketing relationship between these two companies. The fuse between conflicts is the increasing competition and differentiation of products. It is recognized a conflict superficially, but in fact it can be regarded as an approach to facilitate the growth of technology, and improve the quality of products and customer service. The competition would enable companies embark on a massive opportunities and compete in contemporary business market successfully. Hunt (1995) pointed out that ‘an industry is only competitive if the price, quality, and performance of its production is at least equal to that of it competitors and provides the combination demanded by customers’. From companies’ perspective, the increasing competition through globalization of world market, fragmentation market and majority of service market could improve product’s quality and protect costumers (Reppel, 2010, p 552). Apple and Samsung are at similar level of technology and positioning. As a result the existence of competition between these two companies is regard as