Competing in the Era of Globalization and Technology: A Case Study of Samsung and Apple

Gustave, Quila

Competing in the Era of Globalization and Technology: A Case Study of Samsung and Apple

Author(s)

Gustave, Quila

Date Issued

April 28, 2024

Abstract

The goal of this paper is to explore the effects globalization has on marketing through culture. The project uses the United States of America and South Korea to show the vast cultures within a country that have collectivist and individualistic mindsets. With these two different cultures, it influences the way both companies market their products globally. To demonstrate the differences and their influence on consumers' minds, I studied the visual presentation of their ads in both countries through the tech industry. Specifically, I have chosen Apple and Samsung who reside in the polar opposite countries and studied their history and performance. I looked at financial data such as global market share, revenue, net income, taxes, and selling, general, and administrative expenses to determine both companies effectiveness on their consumers. I have looked for data from the years 2005-2022. As a result, Apple has a stronger global presence even though Samsung has the first mover advantage. The only thing that is affecting Apple is taxes in the United States. Apple has more revenue, more recognition towards the younger demographic, and lower selling, general, and administrative to revenue ratio. Apple’s strategy of keeping up with trends in music or the entertainment industry along with culture has pushed them to this positive impact for their company. While adapting to other cultures, Apple still has elements of their individualist culture when advertising.

Major

Economics

First Reader(s)

Onyeiwu, Stephen Z.