Mention to smartphones, the first two brands flashing into my mind are Apple and Samsung. The top five smartphone vendor market share in 2011 is 17% for Samsung and 18.8% for Apple. In 2012, they become 30.4% and 16.9%. These two leading IT companies do compete in some other products, such as desktops and laptops. However, the fiercest competitive product is smartphone because both of them own their own advantages. We can figure out their emphasis and strategy they use respectively through analyzing their annual report especially the cost of goods sold and gross margin.
From the income statement and balance sheet, the cost of goods sold in 2012 is $118,224,730 million for Samsung and $87,846 million for Apple. The Gross profit percent is 37.02% and 43.9% correspondingly. Obviously, the sales of Samsung exceed Apple substantially but the gross margin percentage of Apple is higher than that of Samsung. These two groups of data reflect Apple Co. can make more profit of every sale unit than Samsung. If we look back forward to last year, the cost of goods sales is $104,700,887 million for Samsung and $64,431 million for Apple and the gross margin percentage is 32.03% and 40.5%. Compared with their income statement between 2011 and 2012, both of Samsung and Apple earn more gross profit in 2012 than in 2011. Moreover, the distance of gross margin percentage from Apple and Samsung narrowed in 2012.
Meanwhile, these information in annual report demonstrates their marketing positioning and price strategy. The sales of smartphones in these two companies both take up about 50%. It’s not hard to discover the total cost of iphone is lower than Samsung smartphones. For example, in 2012, the product cost for Samsung is $118,244,730 million and the period cost is $42,388,520 million. As to Apple, the product cost is $87,846 million and the period cost is $$13,421 million in the same year. The period cost of Apple is extremely low, in