Apple Inc. and Samsung Case Study

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Module Code                                    :        MOD001228

Module Name                                         :         Marketing Management

Module Leader                        :        Orla O’Connor

Academic Year                                :        2015/16

Semester/Trimester/Session        :        SEM2

Assignment title                        :        Element 010 – ASSIGNMENT 3000 WORDS

SID Number                                :        1550383

Word Count                                :        2,168 (body and text)

Submission Date                        :        13th May 2016[pic 2][pic 3]

Table of Contents

1        Customer perceived value of Samsung and Apple        

1.1        Value creation in Business Relationships        

1.2        Conclusion        

1.3        Means-end Model        

1.3.1        Conclusion for Means-end Model        

2        Evaluating the current Value Proposition        

2.1        Samsung Value Proposition        

2.2        Market Segment and attractiveness (Piercy, 2009)        

2.3        Market Segment and attractiveness (Piercy, 2009)        

2.4        Evaluation of existing Value Proposition (comparison)        

3        Benchmarking the two Value Propositions        

3.1        Brand Value Strengths        

3.2        Product vs customer Metrix        

3.3        Customer Satisfaction vs Customer loyalty        

4        Identification of New Value Propositions        

4.1        New Value Propositions        

4.2        New Value Propositions for Samsung        

5        New Value Propositions implementation plan        

5.1        Marketing Plan – 7 Ps