Individual Write-up
Topic : Competitive advantage of Samsung Galaxy S7 Edge and
it's direct competitor is iPhone 7.
Prepared For : Mehree Iqbal (MeI)
Senior Lecturer
Department of Marketing & International Business
Prepared By : Umme Habiba Prottasa
ID : 143 0130 030
Serial : 34
Course : INB 410
Section : 01
My Product's definition
Product Name : I am working on Samsung Phone Model no: ''Samsung Galaxy S7
Edge''.
Overview : Samsung Galaxy S7 Edge smartphone was launched in March 2016. The
large, bezel-less display is truly iconic and beautiful, and screen quality excellent. It's
waterproof , there's a microSD card slot. Though it’s slightly expensive, it’s always going
to be, but you’re getting a lot of phone for your money . It's stand by talk time is 27 hr it
has five colors Black Onyx, Gold Platinum, White Pearl,Silver Titanium and Pink Gold.
Price : Present price is around 812$ (32 GB).
Product features : The phone came up with a 5.50 inch touchscreen display with a
resolution of 1440 pixels by 2560, 12 megapixels rear camera and 5 megapixels front
camera, processor 1.6 Ghz octa-core, 32 GB internal storage, OS is Android 6.0
(Marshmallow), upgradable to 7.0 (Nougat) .It's sensor size is 1/2.5" , 1.4 µm pixel size,
geo-tagging, simultaneous 4K video and 9MP image recording, touch focus, face/smile
detection, Auto HDR, panorama, fingerprint (front-mounted), accelerometer, gyro,
proximity, compass, barometer, heart rate, SpO2 and so on.
Tagline : Samsung galaxy phones latest tagline is '' It's not a phone , it's a galaxy''.
Specifically Samsung galaxy S7 edge phone's codename is Project Lucky (hero2lte) and
its slogan is ''Beyond Barriers Rethink What A Phone Can Do (Rest of the World) and
More Than A Phone (Indonesia)''
Target Market : It targets a huge number of consumers. It targets both male and
female, high-income earners, middle and upper class people all over the world who
have the capacity to buy luxurious phones. It also included ''Psychographic
Segmentation'' which allows lifestyle, personality, values and interests. The usual target
market age range is 20s to 50s or even older. That means teenagers, early adults, adults.
But mostly the youth ones.
Parent Company : Samsung group is a South Korean multinational conglomerate
headquartered in Samsung Town, Seoul. Samsung was founded by Lee Byung- Chul in
1938. They released their first smartphone in 2009. It is the world's largesst
manufacturer of mobile phones and smartphones fueled by the popularity of it's
Samsung Galaxy line of devices.
Direct Competitor : My product's direct competitor is ''iPhone 7''.
Competitor's product overview : iPhone 7 launched on September 2016. It dramatically
improved the most important aspects of the iPhone experience. It introduced advanced
new camera systems. Immersive stereo speakers,the brightest, most colorful iPhone
display than other iphones. It's also improved with splash and water resistance.
Therefore, there is no microSD card so you can't extend your memory. Battery life for
talktime is 14h. It has five colors rose gold, gold, silver, and two shades of black.
Price : Present price is around 950$ (32GB).
Product features : This phone came up with a 4.7 inches screen and resolution is 750 x
1334 pixels. Primary camera is 12 megapixels and secondary is 7 megapixels. Other
features are 1/3" sensor size, geo-tagging, simultaneous 4K video and 8MP image
recording, touch focus, face/smile detection, HDR (photo/panorama), siri, iCloud
service, fingerprint (front-mounted), accelerometer, gyro, proximity, compass,
barometer and so on.
Tagline : Tagline is "Think Different'' . And the slogan of iPhone 7 is ''This is 7''.
Target Market : iPhone 7 targets both the male and female, high-income earners,
middle and upper classes people all over the world who have the capacity to purchase
luxurious goods. It's usual target market age range is 20s to 50s or even older. It also
included ''Psychographic Segmentation'' which allows lifestyle, personality, values and
interests. Teenagers, adults, early adults usually are the target markets but mostly are
the youths.
Parent Company : ''Apple Inc.'' is an American multinational technology company
headquartered in Cupertino, California. The company's hardware products include the
iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod
portable media player, the Apple Watch smartwatch, and the Apple TV digital media
player. Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne in April
1976 to develop and sell personal computers. It was incorporated as Apple
Computer, Inc. in January 1977. Apple is the world's largest information technology
company by revenue and the world's second-largest mobile phone manufacturer after
Samsung .
Competitive Advantage of Samsung Galaxy S7 edge
Company Offerings Target market/ Customer Competitor Offerings
(Specifically Samsung needs (Specifically Iphone 7 's
Galaxy S7 edge phone's Offerings)
offerings)
1. Samsung Galaxy S7 edge 1. Good product at a lower 1. iPhone offers
offers rich specifications at price. comparatively lower
a lower price. specifications at much
higher price.
2. Almost everything is 2. Flexible and user 2. User can't customize
customizable in this phone friendly. much in this phone so
so it is flexible and also it's less flexible.
user friendly.
3. It has expendable 3. More memory. 3. It doesn't have any
memory slot so user can extendable memory slot.
extend their memory as
per their requirements.
4. In this phone Google 4. More applications as 4. In this phone app
play store offers more well as free applications. store offers 1.5 million
than 1.6 million applications and
applications and maximum maximum of them are
of them are free. paid.
5. It offers duel sim feature 5. Duel sim. 5. It doesn't offer duel
in some region. sim.
6. Less brand value than 6. Brand value. 6. More brand value.
iPhone 7.
7. Due to highly 7. Simplicity. 7. IOS is less
customizable OS and rich customizable OS so it
content of applications it's gives a simple user
complex to use. experience.
