The need for competitive advantage and survival has led to global marketing. People are looking for that next new product while businesses are interested in finding the next market niche to strategies with and take over through quality management innovation. Smart phone operators such as Samsung represent nearly 32% of the world’s market share and have managed to stay afloat within the industry by being a pace setter, offering affordable prices and branding their products. Apple on the contrary is an example of a diminishing smart phone brand, despite having invested heavily in high end products and made big profits in the past. A SWOT analysis done shows that Apple has to build on its many strengths and opportunities and use quality management innovation to root out its weaknesses.
Some Strength for Apple include the launch of new products (5C, 5S) which have features such as a faster Processor of 64-bit A7 and the Touch ID/Fingerprint Security. They have been well-packaged colorful polycarbonate case and now use iOS7 free software that allows old user to upgrade to this new operating system. Free apps such as iWork, iPhoto and iMovie are also now available while the battery life has improved. Users now sign for 2-year contracts and can easily share files across various platforms and gadgets. The camera is an 8-megapixel that can take 10 frames a second.
The weaknesses include high price tags, smaller display screens, and same appearance form as previous models. In China, the iPhone 5C is expected to cost about $733 without a carrier subsidy in China and $549 in the U.S.A. Most notable to investors is the 2.3% drop to $494.64 in regular trading on the Nasdaq Stock Market.
Threats exist especially from competitive rivals such as Samsung Electronics that offer Android software, cheaper devices, larger sizes, more impressive features such as a pen to draw notes and advanced camera systems. Samsung has ensured Apple is losing its status as a global trendsetter, greatly affected its pricing, as well as profits. According to Gartner research, Apple has lost market share particularly outside the U.S.A to 19% as compared to 32% for Samsung.