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The Current Image of the Samsung Galaxy Siii and Apple Iphone 4s in the Customer’s Perspective

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The Current Image of the Samsung Galaxy Siii and Apple Iphone 4s in the Customer’s Perspective
Contents Executive summary 2 1.0 Introduction 3 1.1 Research Objective 3 1.2 Research Question 3 1.3 Literature Review 3 1.3.1 Brand Positioning help Smartphone Company gain the market share 4 1.3.2 Apple use the brand positioning to gain the market share 4 1.3.3 Positioning strategy based on Competitors 5 1.3.4 Samsung uses the brand positioning to overtake the Apple to become the market leaders. 5 1.3.5 Samsung using the emotional branding to overtake Apple 6 Research method & procedure 7 2.0 Theory 7 2.1 Sampling 7 2.2 Survey Questions 8 Data Analysis & Finding 9 Recommendation 19 Conclusion 21 Limitation 21 Bibliography 22

Executive summary

This research is main focusing on what is the current image of the Samsung Galaxy SIII and Apple iPhone 4s in the customer’s perspective because in the year 2011, Samsung Galaxy SIII is overtake the Apple iPhone in the smartphone market. This issue is shocking the world so this research will test izit the image of Apple iPhone is drop and Samsung Galaxy SIII is getting high. This research will use the online survey method to collect the data. A set of questionnaire will be design based on the similar research report on the image then only will post to the online survey website. The data collected will be analyzed into pie chat with report and finding. After that, few recommendations will give to the company in order to make change on the strategy for the smartphone. Finally the conclusion will be concluding based on the result and a list of limitation will list down.

1.0 Introduction
1.1 Research Objective
The product image is important for all the company to gain the profit and attach customers. In 2011, Samsung is overtaking the Apple iPhone 4s to become the market leader in smartphone market by introduced the Samsung galaxy SIII (Culpan, 2011) with the repositioning strategy on the product image. This research is to find out the current image of Apple iPhone 4s


Bibliography: 3.) Which smartphone is more innovative? Innovation is the action or process of innovating a new method, idea and product (innovation, 2012) 5.) Which smartphone is luxurious? The definition of luxurious in this question is extremely comfortable or elegant of the smartphone (luxurious, 2012) 7.) Which smartphone is having better quality? The definition of quality in this question is the standard of smartphone as measured against other smartphone of a similar kind and the degree of excellence of smartphone (Quality, 2012) 9.) Which smartphone is having better performance? The definition of quality in this question is the capabilities of a smartphone (performance, 2012) 10.) Which smartphone is more reliable? The definition of reliable in this question is the consistently good in quality or performance and able to be trusted the smartphone in when using (reliable, 2012) Android Marks Fourth Anniversary Since Launch with 75.0% Market Share in Third Quarter, According to IDC . (2012, November 1). Retrieved November 17, 2012, from www.idc.com: http://www.idc.com/getdoc.jsp?containerId=prUS23771812 innovation luxurious. (2012). Retrieved December 2, 2012, from oxforddictionaries.com: http://oxforddictionaries.com/definition/english/luxurious?q=luxurious performance Quality. (2012). Retrieved december 2, 2012, from oxforddictionaries.com: http://oxforddictionaries.com/definition/english/quality?q=Quality reliable Alto, P. (2012, February 3). Smart phones overtake client PCs in 2011. Retrieved November 20, 2012, from www.canalys.com: http://www.canalys.com/static/press_release/2012/canalys-press-release-030212-smart-phones-overtake-client-pcs-2011_0.pdf Culpan, T
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