From that time in 2010 Samsung Galaxy S was launched with achieving the high

 From that time, in 2010, Samsung Galaxy S was launched with achieving the high sales (10 milions) and the high revenue for Samsung.  Each year, Samsung always releases new products with many kind of galaxy S, galaxy Note, galaxy Grand… for all of the customer segmentation.

3.3.2 Marketing - Samsung focus on Marketing. Each year, they spent more money for advertising, marketing. Nowaday, we can see the Samsung brand everywhere in the world. - 2013, Samsung spent nearly $13 billion for marketing activities.

- Samsung had Proactive Change in Marketing, it’s “a new rule of the game”  The Olympic Games 1996 took place in America, there are a lot of famous brands like Pepsi, Honda, Puma, RedBull… sponsored for Olympic. But there is no digital company can sponsored for Olympic. It was difficult for a small Korean company to sponsor for a big event in America. After negotiating and beating Motorola, Samsung was the first digital company could sponsor for Olympic Games.  That’s a remarkable event in Marketing changing of Samsung. It brought a huge reputation for Samsung brand. 3. Theoretical Approach (linked to change management techniques/theories that relevant to the above change events) 4.1.1 The Resoures base-view (RBV) The resource-based view is an approach to achieving competitive advantage that a organizations should look inside the company to find the sources of competitive advantage instead of looking at competitive environment for it.

Picture 1: Resource based view model  Tangible assets - Land Samsung’s mobile device factory in Gumi, South Korea, so they can use their local employees to help woker in Korea will have a job. In addition, the employees working at Samsung is young, they are young women in their late teens and early-to-mid twenties. - Buildings In 1993, Samsung Advanced Institute of Technology (SAIT) to research and develop the good materials for machines. In 1995, Samsung invested in Research and Development (R&D). In 1999, Samsung company had developed Smartphone, a small, multi-function phone. In 2005, Samsung Electronics developed the first-ever speech recognition phone. In 2010, Samsung Corning Precision Glass changed company name to Samsung Corning Precision Materials. This office is creating high-tech products and technologies to bring the product more convenient and enriched life.

Picture 2: Samsung Corning Precision Materials Building - Machinery Samsung's mobile device factory in Gumi, South Korea Picture 3: Outside the Samsung's mobile device factory Picture 4: Inside the Samsung's mobile device factory - Equipment In 1991,Samsung was developed of mobile phone handset completed and developed mobile phone system in next year.

- Capital Samsung is financing electronics research at universities or institutions, such as the Korea Research Institute of Chemical Technology and the Korea Institute of Science & Technology.