三星计划推出一款新的手机，三星Galaxy S8 plus。三星(Samsung)计划推出这款产品，以与苹果公司(Apple Inc.)展开激烈竞争。苹果(Apple)推出了iPhone 7 plus。众所周知，三星Galaxy S8 plus和iPhone 7 plus被认为是奢侈品。因此，收入较高、关注品牌的消费者更愿意购买这些奢侈品。但是，如果将这两款产品进行比较，大部分消费者还是愿意购买三星Galaxy S8 plus。
Sirianni et al.(2013)认为，定制是三星的关键概念，这使得三星比苹果更受欢迎。尽管大家都知道苹果对用户也很友好，但是消费者可能最喜欢三星。在这方面，可以提到的是，iPhone 8 plus允许消费者使用三星用户已经使用过的第三方键盘、健康app、Swype短信、云存储、widget等。尽管如此，iPhone的画质还是比三星的好很多。众所周知，消费者很可能会有更高质量的相机，这是由苹果公司提供的。因此，三星的主要目标是为目标受众提供高质量的相机(Urde and Koch, 2014)。
此外，三星主要关注的是吸引iPhone用户，让他们也购买自己的产品。除此之外，他们还关心与顾客保持长期的关系，使顾客愿意对组织忠诚。在这方面，三星还设定了比iPhone 8 plus更便宜的产品价格，并且提供了比苹果更多的功能(Solomon, 2014)。
Samsung has planned to launch a new phone, Samsung Galaxy S8 plus. Samsung has planned to launch this product to give a tough competition to Apple Inc. Apple has launched iPhone 7 plus. It is known that Samsung Galaxy S8 plus and the iPhone 7 plus are assumed as the luxury goods. Therefore, the consumers, who have higher income and who are concerned about the brand, would like to purchase these luxury goods. However, in case of making comparison between these two goods, most of the consumers are willing to purchase Samsung Galaxy S8 plus.
According to Sirianni et al. (2013), customisation is the key concept of Samsung, which makes more popular this organisation compared to Apple. Although it is known that Apple is also very user friendly, however, the consumers are likely to have Samsung most. In this connection, it can be mentioned that iPhone 8 plus allows the consumers to use the third party keyboard, health app, Swype texting, cloud storage, widgets, which have already used by the Samsung Users. Nevertheless, the picture quality of iPhone is highly appreciable than Samsung. It is known that the consumers are likely to have greater quality of camera, which is offered by Apple. Therefore, Samsung has mainly aimed to offer good quality of camera to the targeted audience (Urde and Koch, 2014).
In addition, the main concern of Samsung is to attract the iPhone users, so that they also purchase their products. Apart from this, they also concerned to maintain a long term relationship with their consumers, so that the consumers would like to be loyal towards the organisation. In this connection, Samsung also set the price of the product cheaper compared to iPhone 8 plus and also offers more features than Apple (Solomon, 2014).