Samsung group was founded by Lee byung- chul as a company in 1938 which was later developed as Samsung Electronics in 1969. It was earlier known as Samsung Electronics Industry Co., Ltd. which has changed into Samsung electronics. It operates three business divisions which are based on self-determination. Three divisions include Information Technology and Mobile Communication (IM), Device Solutions (DS) and Consumer Electronics (CE) (Samsung Electronics (a) p.20). Samsung Electronics is a global company and headquarter is situated in Korea. It has around 161 units around the world including 14 regional headquarters. Samsung group has around 67 affiliations out of which 18 affiliations are associated with Samsung Electronics (Samsung Electronics (b), p. 6). Samsung is one of among well known and successful name in silicon world. Samsung Company was established on the basis of vision and mission to become leading organisation of electronic industry, digital world, and silicon industry and memory system. First black and white TV was produced by Samsung in 1970s (Samsung). The brand has managed to win ground over Apples and Sony as it is leading competitors by offering extensive value to its customers (Adamson and Shaughnessy).
