英国论文代写：Apple and Samsung－r51due

下面为大家整理一篇优秀的essay代写范文- Apple and Samsung，供大家参考学习，这篇论文讨论了苹果和三星的对比。苹果的智能手机产品的 iphone系列和三星的银河系列目前是两种最流行的智能手机。在产品开发方面，两家公司都有高标准的生产实力和不断创新的技术开发。然而，苹果的 iphone坚持产品差异化战略，领先的质量战略和创新意识，而三星的银河追求充分考虑到消费者的实际需要，并集成尽可能多的功能投入到他们的硬件和软件设计开发中。

Introduction

As the Operations and Supply Chain Manager of the company of Apple, facing the increasingly fierce competition in the consumer electronics industry globally, I tend to utilize this paper to report on the important operations and supply chain management issues such as comparison of our product of iPhones to the competing companies, current conditions of the smart phones industry, all aspects of operation and supply chain management on the iPhone smart phones products of our company, and future strategies to sustain and grow the company business.

Part I

Apple has always occupied the leading position among the consumer electronics market with various kinds of products selling to all the corners of the world. The products can be classified into hardware products, online services and consumer software products. And within the market field of hardware products, Samsung is a strong competitor for Apple. Especially Apple’s smart phone products of iPhone series and Samsung’s Galaxy series are at present two kinds of the most popular smart phones around the world.

In terms of products development, the two companies have high standards for training employees and continuous innovative technologies development. However, Apple’s iPhone insists on product differentiation strategy, leading quality strategy and the sense of change and innovation while Samsung’s Galaxy pursues fully takes the actual needs of consumers into account and integratesas many functions as possible into their hardware and software design development.

In terms of products planning and purchase, Apple’s iPhone has a simple product line and product model, leading to the simple and convenient production planning. Apple relies on the huge purchase amount to obtain great discounts from the suppliers. On the other hand, Samsung implements vertical integration mode of production and provides the core components of smart phones by its own production. Samsung’s Industrial Park model gets the main suppliers tightly around its own phone factory, reducing agency fees and transportation costs to speed up the reaction time.

In terms of products manufacture, Apple implements the Cost-leading strategy, only provides advanced technology and shifts the iPhones' factory production to developing countries, letting Foxconn and Pegatron be responsible for the manufacture. So the cost is declined, resulting in huge profit margins. Samsung puts the smart phones manufacture in their control and depends lightly on outsourcing.

In terms of inventory management, to decease and maintain iPhones’ inventory, Apple take three kinds of measures of decreasing numbers of suppliers, decreasing types and models of products and providing more invisible products. Controlling the previously many suppliers into a core supplier group is beneficial for Apple and the suppliers to commonly face the inventory risks while reducing iPhones’ types and using more standardized components can help Apple widely reduce the number of spare parts and the semi-finished products. And Apple attracts much money from its consumers in a supply chain of zero inventory through providing iTunes online store service. On the other hand, Samsung depends onestablishing its own industrial park and logistics center, whose operation management focus on inventory control, distribution and supply chain management. In order to reach the goal of zero inventory within the whole park, Samsung establishes a network of related business among the lines, to ensure immediate connection and direct exchange of the logistics and information flow. Some suppliers and manufacturers of Samsung even specifically build a direct access to the smart phones production lines in the Samsung Assembly plant. And thus Samsung smart phones’ inventory is compressed to a minimum.

In terms of distribution, Apple’s iPhone products are distributed and sold mainly through its operator channel and its own channel, which including its owned self-operated stores, online stores, channel business dealers. Although Apple has less authority over operators and dealers compared to self-operated stores, Apple insists on strengthening the management on them to ensure that the core concept of Apple sales of experience marketing is implemented through the sales. On the other hand, In addition to its traditional distribution system of multi-level and multi-channels, Samsung is more dependent on direct retailing of products to the terminal to obtain profit margins. Many Samsung retailers signed a national or regional direct supply agreement to introduce the Samsung smart phones direct supply from Samsung.

In terms of marketing, Apple’s iPhone implements the strategies of hunger marketing, word of mouth marketing and experience marketing while Samsung insists on SEM(Search Engine Marketing) strategy comprised of long-term promotion(such as improving the Samsung Electronics website traffic) to maintain long-term stability of the brand's high exposure to the public and short-term promotion for new products to enter into market through online and offline linkage to promote the rapid diffusion and dissemination of new products.

Part II

Products operation is based on the products themselves, the better the quality characteristics of the products are, the better the effect of products operation will be. This paper will compare the quality characteristics of iPhones to Samsung smart phones. And the iPhone 6 and the Samsung Galaxy S6 will be selected as the two representative product types.

In terms of appearance, Samsung is the first batch of pioneers initiating the large-screen mobile phones, and Samsung Galaxy S6 is equipped with 5.1-inch Super AMOLED screen, iPhone 6 will be slightly smaller compared to the Samsung Galaxy S6. Samsung Galaxy S6 implements the metal & glass technology while iPhone 6 takes advantage of one-piece process, both on behalf of two advanced metal technology level. Their screen resolution, color gamut and color temperature are both excellent. With the good appearance and the design with texture, the two styles of both product types have their stable supporting fan user groups.

In terms of reliability and durability, iPhone 6 is obviously greater than Samsung Galaxy S6. Reliability and durability are two of the most key factor in connected with the quality of a product. Our company masters the core techniques and processes of high-end smart phones while Samsung, who is our competitor and occupying the advanced technology in important smart phones components manufacture, is the learner of our high-end smart phones design and manufacture. Although it has performed excellently in producing high quality smart phones, it still has to pay attention to components production and middle and low-end smart phones market. Therefore the product quality, reliability and durability is the most powerful weapon for us to defeat our competitor.

In terms of recovery, since Apple and Samsung are famous smart phones brands of the world, both of which cherish their market reputation and brand images. Although Apple and Samsung both have some flaws in product problems solving, they have tried their best to provide the best after-sale services to the consumers. iPhone 6 is able to be returned within 14 days without human damage while Samsung Galaxy 6 implemented the policy of 7 days returning and 15 days replacement. In view of the after-sale certificate, a consumer can bring the iPhone 6 itself and contact the after-sales maintenance with Apple while need to bring the purchase invoices and warranty certificate to Samsung. Apple is significantly ahead because of its closed iOS system and manufacturers of Android are afraid to do so right now. The problems of iPhone 6 can be more conveniently rectified or resolved with time saving while the maintenance fees for recovery will be higher compared to Samsung Galaxy S6.

In terms of contact, both Apple and Samsung focus on offering nice person-to-person contacts in direct sales stores. They have established high requirements for the service of salesmen. In stores of Apple, consumers can play with the device indefinitely because Apple has asked their salesmen not to put pressure on customers and force them to leave, cultivating owning experience of the consumers. Salesmen do not take the commission and there are no sales targets for Apple’s salesmen because their responsibility is not to sell products but to help the consumers solve the problem.

In terms of functionality, Samsung Galaxy S6 implements the new Touch Wiz system based on Android 5.0.2 while iPhone 6 uses iOS 8.2 system. Although IOS and Android belong to different camps, they have learned from each other's advantages in recent years and have been equipped with similar basic functions as the main mobile operating systems. The biggest difference of the new Touch Wiz and the iOS 8.2 lies in the software ecosystem. We can see the iPhone 6 is equipped with a complete App Store, which has an access to Union Pay. And most of the international version of the fee softwares can be found within the operating system. Android is less private but more open, and has been progressed rapidly. Overall, in terms of human nature and software quality, iPhone 6 will be relatively good. And Samsung Galaxy S6 displays a better performance in the customization and multitask background process. As to the camera phones, iPhone 6’s native camera application functions are less than many of Android phones, but it can specificly provide its consumers with the instant shooting experience. From picking up the phone to capture an object, the whole process is so smooth and fast. The camera of Samsung Galaxy S6 is equipped with rich feature and relatively good camera shooting effects with more gorgeous color in camera pictures. In addition, iPhone's long concentration on high-end smart phones market has brought their iPhones the high-end brand images, which will bring the consumers the feeling of gratification and achievement by buying iPhone 6.

Therefore, the key quality characteristics of iPhone 6 are the product quality and the high-end brand identification. The powerful multimedia processing capabilities, the professional sales and maintenance service, the rich-resource iTunes platform and the unique iOS operating system and proprietary technology, making the consumers and users iPhone 6 marvel at its user experience and product quality.

Samsung Galaxy S6 has the most powerful hardware of Samsung at the stage, and is equipped with Samsung's own Exynos eight-core processor. Relying on its upstream supply chain management and the strong chip research and development capabilities, Samsung Galaxy S6 also tries to take advantage of the industry chain and more specific product positioning against to fight against iPhone 6.

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