The Conflict Between Apple and Samsung from a Marketing Perspective

1842 Words Feb 1st, 2013 8 Pages
Conflicts between Apple and Samsung over design patent problems began two years ago just a few months after Samsung started to release its Galaxy smartphone even though they have had good relation that Samsung had provided many components for the iPhone and iPad. Finally, in August 24th
2012 a California ordered Samsung to pay Apple $1.05 billion because they judged that Samsung infringed intellectual property of Appleʼs iPhone and iPad technology and design. they are, however, still continuing the battle in many countries now. As seen in this case, business would be highly likely to be strongly influenced by eternal environment. Therefore a manager and marketer should always know the environment surrounds their company from a
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Therefore many have doubted whether or not jury can assess such complicated suit. Moreover, a federal judge who recently abandon an outstanding lawsuit between Apple and Motorola, said ʻthe patent system was in chaosʼ (Letzing and Clark, 2012). It is argued that the trial, that Apple sued
Samsung in April 2011, has been especially complicated because of the rare combination of different types of intellectual property claims dealt with in the court. The patents included cover software features, hardware design, highspeed communication features and even a claim to the entire design and feel of a device. Overall, if either Apple or Samsung encompasses all legislation for intellectual property, leveraging the PEST analysis, the too many patents granted by the U.S. Patent and Trademark Office would lead the companies to an action that results in failure for reasons beyond their control like the case.
An article(2009) illustrates that Apple place a strong emphasis on creating customer loyalty, using effective marketing strategies which is well thought-out.
First, Apple created a store just for Apple products, where current and new customers are encouraged to enjoy the apple products as much as they can.
Second, Apple make Almost all Appleʼs products linked with each other. For example, if you bought an iPod, you can download music

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