author(s)
Dr. Nguyen Hoang Tien, Dr. Nguyen Van Dat and Dang Thi Phuong Chi

abstract
Over the past few decades, the electronic products market has grown stronger and more aggressive, especially smart devices. The most prominent of which is Samsung and Apple – the two famous companies in the world. Therefore, in this article we decided to analyze and compare the product policies in their marketing strategy to see the importance of products in business. The common point of the two tycoons in the field of high technology is very focused on product design and product quality. In addition, these two companies also have different product differentiation strategies. Samsung is expanding its consumer electronic products, while Apple only focuses on producing smart computers and mobile phones. This article also points out the similarities and differences in their operation and existence that mean the things that one company does and the other doesn't.