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“Bring it on, Apple.” – Samsung
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With the craze of Apple’s new iPhone 5 being the centre of attention lately, Samsung has created a comical commercial to downplay the features the new iPhone 5 possesses in comparison to the Galaxy S3. In response to Ben Lawson’s blog post, I agree that this new ad did make me laugh and switch my product preference from Apple to Samsung.

Nonetheless, for Samsung to use this advertising tactic to attract (or convert) new customers, they are recognizing the hazard of Apple’s dominance in the market. With Porter’s 5 Forces, a new concept we learned in class, the threat of Apple (a substitute to Samsung) has concluded for Samsung to believe there is a high rivalry between the two. They’re trying to shift the buyer preferences to their product. The new innovation and advancements placed in these two products leaves Samsung to address this specific issue: how are we going to increase our sales performance?

The answer? Mocking about the lack of transformation in the iPhone 5. I’m not too sure if teasing Apple customers will generate more consumers, but maybe unexpected sales numbers will help indicate they should steer clear from the insults for a while.

Resources:

http://www.christianpost.com/news/galaxy-s3-vs-iphone-5-samsung-throws-jabs-in-new-commercial-81936/

http://www.theverge.com/2012/9/19/3358132/samsung-mock-iphone-5-commercial