CHAPTER I Introduction 1.1 Research Object Overview 1.2.1 Company History

Samsung is a South Korean multinational conglomerate company that headquartered in Samsung Town, Seoul. It was founded by Lee Byung-chul in 1938 as a trading company. Over the next three decades, the group diversified into some division including food processing, textiles, insurance, securities and retail. In the late 1960s, Samsung entered the electronics industry and expand its business to the construction and shipbuilding industries in the mid-1970s. These expansion would drive the business growth over the next years. After the Lee's death in 1987, Samsung was separated into four business groups – Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since 1990s, Samsung has increasingly globalized its activities, and electronics, particularly mobile phones and semiconductors, have become its most important source of income. Nowadays, Samsung is acknowledged as a big company that has numerous subsidiaries and affiliated businesses. Most of them are united under the Samsung brand and it becomes the largest chaebol in South Korea.

Figure 1.1.1 Logo

1.2.2 Vision and Mission a) Vision Statement

b) Mission Statement Samsung Galaxy is a series of Android-powered mobile computing devices designed, manufactured and marketed by Samsung Electronics. At the latest of 2008, Samsung started to develop the idea of branded, full-touch smartphone interfaces in the Instinct and Omnia. Then in the same year, for the first time in history, Samsung Mobile send more than 50 million handsets although there was a global recession. In early 2009, the global market share of Samsung Mobile has existed for more than 17 %, the second of Nokia. Samsung then devoted itself as a big 3G industry by creating smartphone, making a video, camera phones and others to meet consumer demand. At the beginning of 2009 as well, Samsung Mobile and T-Mobile introduced the Memoir, an 8 megapixel camera phone with best-in-class. Since then, Samsung keep making innovation in Smartphone area. The product line includes the Galaxy S series of high-end smartphones, the Galaxy Tab series of tablets, the Galaxy Note series of tablets and phablets with the added functionality of a stylus and the first version of the Galaxy Gear smartwatch, with later versions dropping the Galaxy branding. Logo