Technology has its own power and authority to control the perception of its

consumers depending on their needs and wants. As said by an expert professor

in Economics from Pamantasan ng Cabuyao, “The wants and needs of a person
is unlimited” Gecolea (2018). This proves that the mindset of a person will always
depends on what he thinks he want and needed. The advantages of technology
especially in mobile phones nowadays is, it is far from what it was 10 years ago
which makes a bigger impact and noise.

The competition between different brands of phones really exist since the
year it is produced. According to Tubis (2018), the competition between
businesses is not avoidable particularly in that kind of sector because they are
looking for a potential opportunities. Aside from the opportunities mentioned, it
also enhance the particular business on how they will adapt and continue to
make an innovation on their prospected consumers. Business is all about how you
will maintain innovations, creating value, following trends easily, last long in the
industry, continuous competition and increase profit to prevent lost and damages
to your business.

The opportunities always depends on how a company manages and

adapt the continuous changes of trends. In a normal setting of a consumer and
a seller, it is important to create value and impact to maintain a good and healthy
relationship and have a repeat buying as a result.

One of the trends in technology nowadays are the mobile phones that
started way back 2000’s. In the earlier years of mobile phones they started in
keypad and after many years of innovations and planning they come up with
different models and ideas of phones that were loved by their consumers. There
are many identical and un-identical mobile brands that compete for the
consumer’s attention and value. Almost everyone in the society uses phones for
easier and convenient communication.

In the website of statista.com (2019) the number of mobile users all-around

the globe is expected to be around 5 billion users or almost 70 percent of the
world’s population. This certify the conclusion that technology really conquers the
heart and mind of every consumers internationally and locally. The remaining 30
percent of the population are believed to be part of indigenous people who lives
in a far area that even mobile signals can’t reach it.

There are a lot of mobile phone brands that creates a right value and
services to its customers but among all of it there are three brands that are called
superior brands and trusted by its consumers according to some netizens and
vloggers. The different perceptions of human depends on their perceived value
on a specific brand. And as a result for this, the three superior brands globally are
namely, Apple, Samsung and Huawei. These three brands are competitors of the
same industry that releases a great innovation and improvement in the world of
mobile phones.

In a website of Britannica.com, a page where you can see different history

of well-known companies such as Samsung, a trademark that originates from an
Asian country, South Korea, that started its career from March 1, 1938 by Lee
Byung-Chull. Aside from mobile phones Samsung also produce electronic devices
including appliances, integrated systems and digital media devices. After the
continual expansion of the business they enter mobile phones industry in 2000’s,
where they release the birth of Galaxy series that become the most praised
product and been frequently on the top list of best-selling phones.

In addition, according to Burris (2018), Samsung Group is one of biggest and

most successful company in Korea holding almost one-fifth of country’s total
exports. The success of the company is not easy as others, but it also face
challenges and trials that make it more concrete and strong. The company’s
success was continued after acquiring telecommunication giants, and started to
produce telephone, taxes and switchboards. Their philosophy is to create a large
scale expansion and development. As mentioned above that the company
holds many type of businesses and they released new inventions. During the year
of 2012, they become a largest manufacturer of mobile phones.

The successstory.com, a website that holds an information for almost all

successful companies around the world includes Huawei as the largest
telecommunications equipment manufacturer in the world. Huawei or also called
Huawei Technologies Co.Ltd. is an networking and telecommunications
equipment company based out of China that has its headquarter in Shenzhen,
Guangdong and founded by an ex-military officer Ren Zhengfei in 1987. The main
mission of the company is to provide consulting and operations services in China
but because of its large number of Research and Development team they
created breakthrough products that become a big change. They hold an
undefeated first position in soft switches market.

On the own website of Huawei which is consumer.hwawei.com, it express

that there the leading global provider of information and communication
technology, infrastructure and smart devices. They are also the third largest
smartphone manufacturers in the world, dedication in delivering the new and
latest innovation of technologies to their customers is their main vision.

The last one is the Apple a brand that originated form a western part
country, America and was established by its owner Steve Jobs. This brand make
a big innovation in the world of technology especially in mobile phones. It
opened the minds of everyone to think out of the box and allow to think beyond
the expectation of everyone. In an article of Pierce (2018), he stated that Apple
didn’t produce only best-selling gadget ever but one of the most influential since
2007. After the development of Apple, many companies started to develop and
reconfigures their technical designs to make a new product.

In connection with the statement of Pierce (2018), the first ever phone
produced by Apple was sold for over 1.5 billion users globally and started the
creation of giant businesses in developing apps and accessories. The continuous
sales growth of Apple creates a fear to those who are on the top and after many
years with unending research and development they forfeit their competitors.

The first release of Apple happened on July 29, 2007 wherein they release
the iPhone 2G that started up everything. They release it in 3 separated models
such as 4, 8, and 16 gigabytes. Their innovations are produced annually and their
loyal customers are supporting them nonstop by patronizing their products.

In linkage for the statement mentioned by Pierce (2018), they still continue
in developing newer, faster and innovative type of technology that will surpass
again all the phones globally.

From all the history and overviews mentioned above you can state that
these three companies are having a high level of rivalry in terms of, innovation of
technologies, fast research and development team, smartest flagships, marketing
strategies and many more to mention.

For the marketing strategies to attract each of their consumers, these three
companies make something out of the box like;

According to White (2018), for Samsung they are “The Master Brand”, instead of
satisfying the needs of the society they started to create the need for people. As
noted earlier they create more than phones which means they already build up
a trust on their consumer that they are the superior brand. They also reached the
unbelievable heights of smartphones that also add ups to them to become a
symbol of quality and reliability for its consumers. Adding up their distribution is a
great impact to its development right now. Achieved a status symbol is such a
great achievement for a smartphones that has a lot of competitors.

In an article by Bhasin (2018), Huawei focus on the customer’s segmentation,

targeting and positioning in which it helps the company to determine its target
market. For the segmentation it helps in profiling and grouping the characteristics
of the population in using demographics. Next is targeting that used in order to
provide different segment of customers according. Last is the positioning, that will
depend on what the company is offering. One of the edge of this company is
that they invest a big amount on their research team that help them to be
competitive enough to become ahead. Alliances and Partnership by this
company has driven fast for its information and communication by working for
almost 500 companies.

In Apples strategy the segment of its customers depend on their behavioural,

demographic, and psychographic factor. This company differentiated itself to
other players in the market having a different operating system, it major
advantage is that it has a technological advancement and visionary thinking that
made it as a desirable brand in the world. Having their own chip manufacturers it
extremely follows the strict software standard of them. They have their own
customer analysis that focusing on three, and categorized as a hard worker those
who have low income or students, growing people those who are in the middle-
class that has a work or a businessman and upper strata which have a high
standard of living.(Bhasin,2018)

Those are the marketing strategies of the three biggest mobile phone
manufacturer in the world. They have similarities and differences that make them
unique. For the next and last comparison between this three let’s have their
marketing mix the place, product, promotion and price.

The three brands have the same mind-set in the place, were in they will
allow their distributor to sell their products in a nice environment and make sure
that the distribution will go well. As for the products in Huawei and Samsung they
have different variation such as mid-range phone and high-end phones compare
to Apple that only offering high-end phones. At the same time the innovated
phones of each company varies on what budget can consumer have. In the
promotion of the three companies Huawei have an aggressive promotion
because of its commercials, ads and billboards around the world, for Apple and
Samsung they already created a value and trust to their customers. Last one is
the pricing, technically all of them offer high price quality phones ranging from
40,000.00 and above but of course not everyone could afford it so Samsung and
Huawei produced mid-range phone that already have a good specs.

In the world of business everyone should have an entrepreneurial mind in

which they will create a product that will be loved and support by its consumers.
Every business have their own flaws and with that they will do continuous research
and development to provide an adequate and more fulfilling mobile phone
technology around the world. The trends changes easily so everyone should
adapt faster and create more innovation that will strive or achieve the changing
need and wants of the consumers. The increasing expectations of customers
should always be the priority and ahead of everything.
 References

Bhasin, Hitesh (2018). Marketing Strategy of Apple IPhone- Apple IPhone

Marketing Strategy. www.marketing91.com

Bhasin, Hitesh (2018). Marketing Strategy of Huawei- Huawei Marketing Strategy.

www.marketing91.com

Brittanica.com

Burris, Matthew (2018). The History of Samsung (1938-Present). www.lifewire.com

Consumer.huawei.com

Pierce, David (2018). The Wired Guide to the IPhone. wired.com

Statistica.com

Successstory.com

Tubis, Nick (2018). How to Turn your Competitiors’ Happpiest Customer into Biggest

Fans. Forbes.com

White, Walter (2018).Samsung Marketing Strategy: The Master Brand.

Inevitablesteps.com