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Research Paper (undergraduate) from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, University of California, Santa Barbara, language: English, abstract: This research paper deals with Samsung Electronics: with its history and the competitive advantage. The economy and the culture in South Korea are also addressed. The last chapter is about Samsung's global marketing strategy, especially market entries and the marketing mix. International trade is anything but a novelty, it has begun before Christ, but the importance of trade has sharply increased since then. Nowadays we talk about global markets and it is necessary to be aware of the importance of global marketing, otherwise companies risk losing domestic customers to competitors with cheaper or better products. The Fortune Magazine scrutinizes the revenues of large global players every year and publishes a list of the “Global 500” that ranks the global companies by their sales strength. Samsung Electronics was number thirteen in that list in the year 2015. Thus it is worth looking at this great company and the corresponding environment more closely. The purpose of this study is to find out how Samsung shapes its global marketing strategy. As Samsung is a gigantic conglomerate with lots of subsidiaries I will restrict this thesis to Samsung Electronics which operates in the electronics industry. As Samsung Electronics is still a huge company acting in many business areas with plenty of products on several markets I will limit this research again to the business sector of smartphones.