Evolution of Apple and Samsung smartphones sales in the United Kingdom between 2015 –2018” and Factors that have influenced each

ABSTRACT

ACKNOWLEDGEMENTS

CONTENTS

Title Page
Signed Statement
Abstract
Acknowledgements
Contents
List of Abbreviations
List of Tables
List of Figures
Introduction and aims and/or objectives
Literature Review
Methodology
Results/Analysis
Discussion
Conclusions and Recommendations
Appendices
References

LIST OF ABBREVATIONS

LIST OF TABLES

LIST OF FIGURES

INTRODUCTION

I decided to conduct this research, since it was asked from my work. I am employed in the marketing department of an Apple store in Greece and I was asked to conduct a research about the sales between Apple and Samsung from 2010 to 2018 in United Kingdom. Also, I find this specific topic very interesting since I was really curious to learn about the sales, which company had more and why. I admire both of Apple and Samsung companies, because they have accomplished each one with a different way, a lot of things. I am glad for having the opportunity to understand the course of two different companies and what they did to be were they are today.
Of course this topic has been discussed but not these specific dates that I have to research about, and these specific research questions that I have found, so with this research I will earn some new information. While there are some researches about each year separately and about other information for the two companies, in this research I will conclude organized all these information together leading to a new conclusion.
The aim of this research is to compare Apple and Samsung companies’ sales throughout these specific years, 2010 to 2018. The objectives of this research are: to learn if Apple or Samsung had more sales in United Kingdom, which of the two companies had the steadier course, what was the market segment of each company and what was the best selling product of each company.

LITERATURE REVIEW

The literary review was carried out to gain deeper insight into the research about sales of Apple and Samsung companies. Steve Jobs, Ronald Wayne and Steve Wozniak founded Apple Company in April 1976. It is an American technology international corporation located in Cupertino, California and designing, developing and commercializing consumer electronics, computer software and online assistances. It is one of the largest technology companies alongside Amazon, Google and Facebook. The company’s main products include iPhone, iPad, tablet, Mac, portable iPod, Apple Watch smartwatch, Apple TV’s digital media player, and HomePod smart speaker. (Lusted, 2012). A research study that I found to be very useful in obtaining information on Apple (UKEssays, 2018) supports that Apple spent approximately $ 1.5 billion every year to develop new products to satisfy current customers and to recruit additional ones.
On the other hand, Lee Byung-Chull founded Samsung Company in March 1938. He started his corporate in Taegu, Korea, exchanging and transferring to China and its provinces noodles and other possessions produced in and nearby the city. The business expanded its textile-manufacturing processes during the 1970s to cover the entire production line — from raw materials to the end product — to better compete in the textile industry. In 1969 Samsung entered the electronics industry for the first time, with several electernet-focused divisions – their products being the first black and white television. It is a South Korean multinational electronics company based in Suwon, South Korea. It includes numerous affiliated companies, most of which are united under the Samsung brand and is the largest business conglomerate in South Korea. (Knopfle, 2016). With numerous quality checks, Samsung strives continually to improve product quality. For example, if a mistake is identified, workers may stop production any time. Samsung’s worldwide strength provides flexible means that it is a global organization and the best place to manufacture and assemble its products is to find the best sources of raw material.
These two companies were always in a contradiction. Although they are the two bigger companies in electronics field which prevail the United Kingdom. That is why it is so interesting to do this research and learn about the sales of Apple and Samsung throughout 2010 to 2018. ‘Sales are the team whose job is to “sell what’s in stock.” The company has specific products or services and — and it’s up to sales to sell those things. Sales develop customer and/or channel partners relationships.” (Honeycutt, 2003).
Sales have to do also with the strategy of a company and that is why in this research we will found out about which of the two companies had the steadier course and what segment market each company has.
According to Statista’s findings, in 2018 Apple had a 51.46 percent market share, while Samsung had a 28.86 percent market share in United Kingdom and they dominated it. Although, Apple in 2010 had 46.01 percent and it was already on top, while Samsung had only 1.45 percent of the market share. Apple with a steady course reached the 51.46 in 2018. On the other hand, Samsung was growing by little every single year until 2018 it reached the 28.86 percent of the United Kingdom’s market share and gotten to be the second in sales after Apple.
An essential in a company’s sales is the market segment it has. Common market segment features include, for instance, interests, lifestyle, age, gender, etc. Geographic, demographic, psychographic and behavioral are common examples of market segmentation. (Dolnicar, 2018). Apple in the field of product development and market segmentation has been highly innovative. Apple Inc.’s market research strategy is applied and specific user experiences are targeted. Apple has been successful in its demographic market segmentation by developing products based on customers ‘ lifecycles, age and occupation. Products are provided in various areas with a family size and age categorization of the PCs. The other segment of the market is based on customer behavior. These conducts include the use, attitudes, knowledge of the product and responses. Apple Inc. provides customers with sufficient product expertise through advertising. Search engines, mass media and social media advertising are conducted. The company has also produced a strong image of the brand. The company continually innovates new products and ideas using its brand image, which attract more customers. (Al-Refaie and Bata, 2016).
According to statistics the product with the most sales for the Apple Company is the iPhone. Apple sold approximately 46.9 million iPhones around 2018. In the same period, it made iPhone, Apple’s most profitable device earning approximately USD 37.19 billion of sales of iPhones. Specifically in United Kingdom in recent years, iPhone sales have continuously increased. There was more than two times the number of iPhones sold in 2017 in 2017. Over 38 million iPhones were purchased during this 6-year period from 2011 to 2017. For every 2 people, this is almost one iPhone.
Samsung is a company that has a lot of knowledge too about market segmentation. Segmentation, targeting and positioning of Samsung involves a set of sequential activities. These activities are the essence of the marketing strategy for Samsung. First of all, it uses multi-segment positioning. At the same time, Samsung targets more than one segment by offering several product and service packages. Samsung therefore attracts the consumers’ needs and wants with covering a variety of financial capabilities. Samsung also uses the imitative positions. It is know to imitate Apple in product design and functionalities. (Samsung, 2018).
The best selling product of Samsung Company, according to statistics is the Galaxy smartphone. With 9.0 million shipments and 2 percent global market share, the Galaxy Smartphones captured fourth place. Samsung’s Galaxy 8 plus has become instantly the most popular Android smartphone model in the world thanks to its eye-catching curved-screen design, a plush portfolio of software applications and best-in-class retail spreading across lots of countries. (Mawston, 2017)
Moreover, I found some analyzes about Apple and Samsung. Although, I did not find one that would completely fit with my research. There are analyzes about Apple and Samsung in United Kingdom, separately for each company that I used in order to conclude on my own results after I had all the data.

METHODOLOGY

In order to conduct this research, I could have chosen either qualitative or quantitative approach. The qualitative approach to research focuses on a closer perspective understanding a phenomenon. The quantitative approach uses survey methods to approach phenomena from a wider range of individuals. Qualitative research is frequently used for studying social and behavior. For example, the capability to thoroughly test and obtain rich explanatory information on social phenomena via organized interviews, cultural immersion, case studies, and observation is an important advantage in qualitative research. Examples are ethnography, narrative and based theory.
On the other hand, qualitative studies are often longer than complete because of the painful nature of the collection and analysis of field notes, the transcript of interviews, the identification of topics and photographs. Studies for the general population are not easily replicable or generalizable. Conscious or unconscious bias may affect the conclusions of the researcher. Some researchers may dismiss qualitative findings as anecdotal information in the absence of rigorous scientific controls and numerical data.
Quantitative research on the contrary, is controlled and objective testing maintenances or declines your theories. Each step is identical for the collection and analysis of data to reduce bias. A major benefit of this approach is the validity, reliability, and generalized results for a wider group of people. Quantitative research is beneficial for numerical studies like the measurement of gaps in performance between various student groups or the assessment of efficacy of a new pressure drug.
The disadvantage of quantitative research is that survey systems are exposed to errors like measurement errors and incorrect sampling techniques. A further drawback is that numbers are involved in quantitative research, although it is not easy to quantify numbers on certain subjects.
After having in mind all these data, I chose my approach to be quantitative. First of all, I will collect data from previous studies, and books. Also, I will use some official websites as secondary sources that I know that they are valid. Moreover, I will make a survey through 100 people in United Kingdom in all the ages range. As data are gathered, analyzed and presented in numbers, the results will be extremely reliable. There’s no numbers lying. The research carried out without disagreements is an honest and highly accurate picture. In situations where a researcher predicts conflict, quantitative research is carried out. This method of research also offers a wide range of statistical data collections.

RESULTS