In 2013, Samsung, a manufacturing conglomerate situated in South Korea, is founded as a worldwide powerhouse in the smartphone industry. However, it marked the success for several years that also generated various challenges and opportunities as the company explores the competitive landscape. Samsung dramatically competed its major competitors such as Apple and Nokia by increased sales and also become a strong competitor in an emerging markets of the tablet computer. Samsung needed to conduct an in-depth evaluation of its following competitive strategies in the presence of an instable industry and market and with the dynamic relationships between technology providers, manufacturers, suppliers, application developers and operating systems. In particular, the key issue that demands a solution is: whether it should develop its own software house or should continue using the Google’s Android operating system.
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