This move inspired Samsung’s competitors to do the same. Another differentiation strategy that Apple has adopted relates to the distribution of its products, where it has established retail stores around the world. For instance, IBM was known to be a very strong hardware manufacturer but after the business landscape changed to the software market, the hardware manufacturing giant was able to save itself from being obsolete to become one of the most competitive companies today. Observers often note that brand building usually has a significant pay off to employees and customers alike (Henny, 2003). Therefore, Samsung undertakes its operations in the most transparent manner and through the right moral compass; the company hopes to entrench its operations on the right ethical foundation (Henny, 2003). This phone was equipped with another feature where users could watch live television on their phones. Tech giants Apple have been selling their line of products such as the Iphone, the Ipad and the Ipod for about a decade now. The competition between Samsung and Apple has transcended the design and functionality aspects of their products; it has also entered the advertising filed as well. Apple must keep developing innovative products so that the business maintains its competitive advantage. Considering this scenario, it is interesting to know what components of Apple and Samsung’s business strategies have contributed to this command in the tablet and Smartphone markets. VISA sought the services of MSN to create more brand awareness about a new promotional campaign aimed at reaching out to young people aged 18-29 through a website, which was custom designed to accommodate the campaign titled Happen (Jason, 2011). These views provide the right framework for the analysis of the research problem. Samsung has mastered the subject by launching perpetual assaults against Apple. The qualitative research design will be used as a precursor to quantitative research, which may form the basis for future studies on Apple and Samsung’s business strategies. For instance, it should be understood that whatever action taken by a business is done within the confines of a strategy. Therefore, emphasis will be given to explaining the motivations behind the business strategies for Samsung and Apple so that smaller businesses can be able to understand how to develop a successful business strategy. “It is said that if you know your enemies and know yourself, you will not be imperiled in a hundred battles; if you do not know your enemies but do know yourself, you will win one and lose one; if you do not know your enemies nor yourself, you will be imperiled in every single battle” (Chris, 2008, p. 2). Moreover, Henny (2003) perceives this market strategy as a credible way of marketing. Apple’s history of secrecy does not complement the flexibility required in the global map. Tim, P. (1991). Then began a real patent war in which Apple has long been successful. Both strategies aim to develop the best human resource by sourcing for the best talent available in the market. Samsung’s strategy is however focused on the hardware market. Different researchers have attributed the success of both companies to their human resource strategies. Apple also spent more money on its Research and Development. This conviction is supported by their human resource strategies, which aim to attract a competent human resource pool that is able to come up with new ideas for new product lines. To emphasize this point, Mallin (2011) explains that Samsung decided to adopt business-to-business opportunities and existing enterprise space in the European market as part of an ambitious marketing plan to launch a series of exciting new products in the European market. Apple accused the South Korean company of plagiarism. Those that are relevant to Apple are product features, product mix, links with other firms, and reputation. IvyPanda. The findings of this paper will also provide a good platform to formulate a usable and adoptable view to the analysis of Apple and Samsung’s business strategies. The value chain analysis however exposes the distinction between primary and secondary activities and identifies which activities are complemented through the support of other companies. Thousands of athletes who took part in the Olympics sports graced Samsung’s stands and made contact with people at home because the company established an online communication center for participants. The company’s entry to the developing market is however not a new phenomenon. The Promotional Strategies Used by Apple and Samsung While both firms produce and distribute similar products in terms of Smartphones, they employ different marketing strategies to reach out to the customers. Currently, other technological giants in the digital market (such as Sony) are becoming more worried about Samsung’s growing success because recent reports show that existing technological companies are always seeking to know what Samsung is doing. The belief that Samsung will stand to remain competitive in the future is also expressed by Mallin (2011) who explains that, prior to Samsung’s entry into the technological market, US, Europe and Japan had dominated this market. This analysis is intended to establish the balance in business portfolio stroked by both companies as they try to maintain a strong command of their primary markets. While both firms produce and distribute similar products in terms of Smartphones, they employ different marketing strategies to reach out to the customers. No longer do customers have a keen eye on price at the expense of quality. Apple has already warmed up to this new business phenomenon and it has made billions as a result. Samsung’s market strategy has traditionally been holistic in the sense that the company meets the needs of all market segments.