1990: Samsung becomes a world leader in chip production. • 1994: Samsung Motors is formed. • 1996: Lee Kun-hee is involved in a corruption scandal and gets a suspended sentence for bribery. • 1998: Samsung completes the development of flat-screen televisions and begins the first mass production of digital TVs. Samsung Motors delivers its first cars. • 2005: Samsung develops the first speech-recognition phone. • 2007: Samsung Group is accused of political bribery and influence peddling throughout the South Korean government, judicial branch and the media. • 2012: Samsung Electronics becomes world’s largest mobile phone maker by unit sales, overtaking Nokia, the market leader. U.S. jurors rule Samsung must pay Apple (AAPL) $1.05 billion in damages for violating six Apple patents on smartphone technology. Using the above case study answer the following questions 1. Explain how special events are defined and classified. (200 words) 2. Explain the key marketing activities undertaken by Samsung and the role events play within their overall marketing strategy. (200 words) 3. Explain the role of the marketing mix (4P’s/7P’s) and how Samsung uses this to inform their marketing strategy. (300 words) 4. (a) Samsung is planning an open-air screening of one of their films to promote their brand. How and to whom should they market this event, taking into account: • Segmentation • Targeting and Positioning (250 words) (b) Discuss some risk management considerations they should take into account when planning this event. 250 words)

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