FEATURES OF INTERNATIONAL MARKETING AND ENSURING THE COMPETITIVENESS OF SMARTPHONE MANUFACTURERS IN THE GLOBAL MARKET
Abstract
Purpose. The purpose of the article is to investigate the role of international marketing in ensuring the competitiveness of leading smartphone manufacturers in the global market. The article aims to identify the key marketing strategies employed by top smartphone-producing companies to strengthen their positions in a highly competitive environment, as well as to assess the impact of technological innovations. Research methodology. The study is based on the analysis of statistical data from leading analytical agencies (Statista, IDC, Counterpoint Research) covering the period from 2007 to 2024, including global smartphone shipment volumes, market shares of manufacturers, and demand structure by price segments. Methods of comparative analysis were used to evaluate company marketing strategies, while trend analysis was applied to identify market dynamics and key technological trends. Additionally, qualitative analysis was conducted to assess the influence of regional specifics and digital ecosystems on competitiveness. Results. In 2024, the global smartphone market reached 1.39 billion units shipped, with smartphone penetration rising to 69% of the world’s population. Leading companies (Apple – 27.95%, Samsung – 21.2%, Xiaomi – 12.4%, OPPO – 8.3%, Vivo – 7.7%) controlled 77.64% of the market. The share of the budget segment decreased from 52% in 2019 to 32% in 2023, while the mid-range segment (USD 120–400) exceeded 50%. Apple strengthened its position through premium branding, Samsung through a wide product range, and Xiaomi, OPPO, and Vivo through aggressive pricing and localization strategies. The integration of AI, AR/VR, and biometric technologies is becoming a key factor in competitiveness. Practical significance of the research results. The findings provide valuable recommendations for smartphone manufacturers regarding the improvement of marketing strategies, adaptation to regional markets, and the integration of innovations. The conclusions emphasize the importance of combining technological progress with flexible marketing to secure competitive advantages.
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