Apple ,Samsung and Nokia growth satrtegy

We can use  growth strategy (Chaffey, 2009) in mobile industry (Apple, Samsung, Nokia) to find out which companies are doing better or how are they doing in growth strategies.

Market development:  In order to take the existing products to reach new markets , like mobile industries , it has been found  by Upstream(Mobile Marketing Firm) and Ovum(Research firm) that Apple and Samsung surveyed in emerging market like Brazil , China and India(BGR,2014) .As the result has been found , Apple is most coveted brand and Samsung is second best , the companies are trying to reach the new market in those emerging area. On the other with the joint venture of Telecommunication Company like Vodafone-mobile and O2, mobile industries reach customer via advertising online (Giere, 2008). For example, some consumers are price sensitive. So Samsung or Nokia takes the advantage by reducing their cost to reach those consumers by Telecommunications Company. Added to that as an example in India , Nokia and Samsung  smart phones has been sold by the online store The Mobile Store , in a cheaper price to attract the lowest consumer(The Mobile Store,2014) and Apple also introducing I-phone 4 in India and China at cheaper price than UK(Trefis,2014)

 Market penetration:

 Market share growth: In market share growth Samsung in 2012, they launched Samsung note super bowl ad and they used Face book, Twitter and you tube social media which revealed impact stats around fans. As a result , Samsung made shocked Apple to some degree of market share(ZDnet,2014).In their website they invite consumer to engage with them in Facebook (Samsung,2014).It seems that Samsung has invested deeply in social engagement and according to E-consultancy(2013) Samsung has been awarded best performing brand on vine(Forbes,2014).On the other hand Apple launched the AD on twitter "Game Before The Game " , it made huge followers on twitter(Technology Now,2014).According to IDC(2014), market share in UK grown   by Android-57.3%,IOS7-28.2%,Windows-5.3%(BBC,2014)

 Customer Loyalty improvement: Customer loyalty is a marketing strategy that used by companies, create positive emotional relationship between  the budding consumer and company(Romero,2012).Doppler network website acquired by Nokia , which gives information about individuals travel history, destination, courses ,distances and energy consumption(Minhuyng,2010)  Samsung has been trying from 2010 to win the consumer hearts by loyalty and low price inspire(Fobres,2014),Nokia improvement programme gives consumer privacy, collect feedback from consumer and analysis error of headset and protect from third parties give value to the existing consumers(Nokia,2014) and also the company sending information for free via SMS and WEB about agriculture and health information to keeping value to the consumers(The Economic Times,2013).On the other hand , From the customers point of view , Apple's I-tunes music store and I-tunes desktop software make Apple's hardware more valuable and the content provides colossal value that upholds loyalty and cross category spending(Forbes,2013).

Customer value improvement: In the app store of Apple has over 500,000 apps available and 24 billion apps download to date , which gives consumer flexible to use the phone and also block customer switch to other device.(Forbes,2013).Also ,Apple's I-tunes gives consumer a huge experience who loves music ,movie ,books .With the help of I-cloud, it gives consumer flexible to take the music and data to anywhere without I-phone(Apple,2014).On the other hand , Samsung gives consumer great experience about usage of products. In their website, they invite consumer to use you tube in "how to", so that consumer can use their product without difficulties. Moreover , they offer technical support, remote service, TV loan service to expand the hours and games for consumers(Samsung,2014),According to analyst IBK securities, Samsung is offering premium models at lower prices to grow their sales(Reuters,2014)

 Product Development: Apple, by updating IOS 7 software to the existing product Apple add value (Apple, 2014).Windows and Android update for Nokia and Samsung also add value to the consumer(Nokia,Samsung,2014).Furthermore Nokia brought ovi through innovative services like maps, music and verities app ,which added value to low price consumers(Nokia,2013)

Developing digital products: The new series of I-phone 5 s has come up with a range of technology and internet user for consumer. The product contains  touch ID which unlocks phone in a highly secure way,A7 chip gives consumer who plays online games gives and ultra fast LTE wireless gives consumer fast downloads from web anywhere in the world(Apple,2014) amazing graphics Samsung launched S4 smart phone in 2013 which enables to the internet user who are low vision and who have difficulties to press the button(Samsung,2014).On the other hand, Nokia Lumia 630, its similar like android and is series which contains Corona voice system. It seems too similar like Sire on Apple. Basically, it’s targeted for affordable price with exclusive smart phone (The Telegraph, 2014) .Furthermore, Nokia deliver mapping and location intelligence business via Here.com App in new Lumia (Nokia, 2014)

Changing Payment Models: For most consumers it’s hard to remember pin and it’s irritating to purchase product from online. So, Apple brought new I-phone 5S touch identity, which just approve the fingerprints of purchasing I-tune store, app store and books (Apple, 2014)

Over £80 delivery is free and it takes 7 days and order confirmation send out via email and order tracking is in their website  and also refund can be made within 14 days(Apple ,2014).Apple launched new subscription services like magazines , newspapers and 'The Daily App', which consumer can pay in app billing store monthly ,bi-monthly ,weekly ,quarterly(Apple,2011)

On the other hand, Nokia Lumia series offers via Vodafone , 6 months and 12 months subscription free for the movie lovers consumer who watch movie  online(Vodafone,2013)

Moreover, Samsung, in music hub offer register for 1 month free music downloads for the music lover (Samsung Music Hub, 2013)

Increasing product range: E-retailers like John Lewis, Amazon, E-bay and the mobile store offers customer verities of mobile handsets .Because of new products arrival, its give e-retailers to give more option to sales and added to their product range. It also gives consumer for choosing option too select and easier to shop. For  example ,Apple S series new handsets 5s and c series 5c,for Samsung Galaxy S aeries S5 and Nokia Lumia series Lumia360 added to e-retailers product range(Apple,Samsung,Nokia,2014).Not only that , it also gives retailers opportunity to offer customer accessories and delivery options. Furthermore, for contract Via Vodafone, O2, Three and EE also get opportunity to lock the consumer for contract by introducing new phones.

Diversification:

Diversification into related business: Apple  use their website to related business like accessories , I-tunes music album ,apps ,I-pod and they send e-mails to customer about promotion and offers(Apple,2014).Similarly , Samsung also invite consumer to purchase accessories ,Tablet ,Apps .However, the company invite consumer to purchase music album for free 6 months free, which can lead consumer to buy the subscription. And also they offer Deezer multiform wireless audio to buy (Samsung, 2014).On the other hand, Nokia provide key rings with alarm to attach mobile, speaker and headsets accessories. (Nokia, 2014)

Diversification into unrelated business: 

Apple uses their website to so many unrelated business compare to mobile set. For instance, jaw bone wristband, heart rate monitor, smart football, CCTV etc. they advertise in their website. And also Mac TV, Laptop and I-Pad lead customer to buy those product sometimes(Apple,2014).On the other hand, Samsung advertise about HD TV ,washing machine, freezer ,smart camera and camcorder. Also they do home appliances and print solution. (Samsung, 2014)

Upstream integration: 

Apple is known for locking down key upstream technology by working capability closely with OEM partners and outsourcing its product to I-Pad,i-Pod (Spend Matters,2013).According to Gartner(2003) Apple is number one supply chain firm(Spend Matters,2013).Apple has moved from a manufacturer to marketing side of their product including direct online sale of their products along with their own chain of retail store, also gone through retailing via their website(My Own Business,2014).On the other hand , Samsung follows supply chain management which is successful for their company. The employees of Samsung can access real time data-managed by one system at any time .So if there any shortage of product the employee can share amongst them, and order to suppliers by web (Samsung SDS, 2013) this is a fast response of global business environmental change. Nokia certifies high product availability, short lead times and reliable deliveries directly to installation   sites (Collin & Lorenzin, 2012). The company has got many suppliers, so that they can order through online to those suppliers (Nokia, 2013)

Downstream integration: 

Apples downstream supply chain involves direct selling to consumer via online (www.apple.com) or through the e-retailers like Amazon, John Lewis and E-Bay (Apple, 2014). It seems like they are operating strategy of disintermediation by reducing its branches. Similarly, Samsung and Nokia follow this approach, also via telecommunication like Vodafone, O2 and Three they provide online service to consumer (Nokia, Samsung, 2014)

 With the help of Internet, Many industries have grown their business and it helps to bring close consumer, suppliers and the company itself together. For mobile industry it is not different either .By analyzing growth strategy of Chaffey (2009), It has been found that how internet help the mobile industry. Social media like Facebook, Twitter helped to grow the market of Apple, Samsung and Nokia. Not only that survey has helped the industries to find the emerging market and encouraged to grow the market there. Furthermore, Internet helped the companies to diversify into related business and also unrelated businesses. Also, with the development of new products of Apple's, Nokia's and Samsung’s, it helps online store to add product range and it gives consumer to choose product. At the end, internet also helps companies like Nokia and Samsung to control the supply chain. Although all of the company's they use internet in different way and each of them are good at in different stages as it has been discussed.