Reference no: EM131223961

Samsung Electronics is a ever growing global company focused around both technology and manufacturing. They are an interesting study especially as they move more and more to a cell phone manufacutering giant rather than standard electronics such as televisions, DVD/BluRay players and other at home electronic products. While their product catalog ranges from cameras to refridgerators, their rapid growth is lately driven by the cell phone market, in which they own the majority of cell phones active on the market today. Their go to market strategy has been to brand themselves as the "master brand"- an electronics company known for high quality items now getting into the rapidly growing cell phone market. Samsung Galaxy devices (cellphones and tablets) are manufactured in Korea, an area known for technological manufacturing prowess and precision, particularly in the phone handset area. Manufacturing in this area not only allows to keep overall costs of production low, it allows Samsung to deliver efficiently on the manufacturing of high caliber electronic products year over year, a must in the cellular communications industry.

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One thing that has helped keep Samsung up with their main competitor in Apple, was the adaptation of the Android operating system. Android operating system is known for its ability to run multiple applications simultaneously as well as customization. Both in it's ability to make each phone individualized, but also with it's open application process making the majority of apps on the OS free to the user. The adapation of this by Samsung for their smartphones, stands in stark contrast to the iPhone, their main competitor , and allows Samsung to market themselves that way. Samsung sells their devices globally, in hundreds of countries across the globe, as well as in numerous outlets; online directly, big box stores such as Best Buy, even subsidizing their devices to wireless carriers to gain greater foothold. The result has not only been a revitalized profit in a new growth area, but continued foothold for Samsung in not just manufacturing and hardware, but in technology.