Samsung Group was founded in 1938 by Byung-Chull Lee as a small trading company with a start-up capital of KRW 30,000 which is equivalent to USD 30 today. In the next few decades, the company has diversified into many different directions, namely, food processing, textiles, chemical industry, insurance, securities, fashion, retail and electronic industry. Today, Samsung is a multinational conglomerate corporation which comprises of 70 subsidiaries and affiliated businesses (Samsung, 2014). In 2012, the company’s sales marked 23% of South Korea’s total GDP (Rahn, 2014). The electronics segment has largely contributed to the company’s growth, and in July, 2013, BBC reported the fastest growth rate of Samsung’s handset division in the mobile phone industry overtaking Apple. As shown in the graphs above, the revenues from the handsets division has increased dramatically since 2009 (Dediu, 2012).This is the year Samsung Electronics has introduced its first Android phone: Samsung i7500, also known as the Samsung Galaxy. The model featured a 3.2-inch LCED touchscreen, a microSD skit, a 5 megapixel auto-focus camera, Wi-Fi, and 8GB internal memory. Moreover, the operation system developed by Google enabled the users to utilize all Google features such as Gmail, YouTube, Google Map, Google Talk, Google Search and Google Calendar – a strong selling point of the phone. However, this model was heavily criticized by over 8,000 users for the lack of firmware updates. Improvements were made by developers immediately (Hardy, 2009). After the launch of the first Android model, Samsung released a numerous number of new Android phones. Galaxy S, a model released after i7500 sold over 24 million handsets globally in 2010, which marked up one-third of all the smartphones sales of the company (Ruddock, 2010). Subsequently, Samsung continued on releasing new, improved Android models to compete in the intensified market. Although, the smartphone market keeps heating up, Samsung managed to beat the competition and steadily increased its market share since the launch of their first Android phone. As shown in the graphs above, Samsung only had 4% of the global market share in 2010 whereas Apple had 16% (Meeker & Wu, 2013). By successively releasing new models in 2011, Samsung grabbed 17.7% of the market share and became the second biggest phone venders in the world following Nokia (Yan, 2013). As the graph above shows, top 5 competitors for the smartphone market are Samsung, Apple, Huawei, Lenovo and LG. Samsung has managed to retain around 30% of the global market share throughout 2013 whereas Apple, the main competitor of the company retained around 20% (“Smartphone”,2013). Even though, these companies are said to be the top 5 venders in the world, Samsung is only competing wit