Samsung committed to Africa

Mr. Kwang Kee Park, head of Samsung Electronics Africa, has stated that the Company will be more committed to Africa region because its growth potential is an enormous opportunity to do business and increase market share.

“We have the strategy, human capital and technology to ensure our commitment in Africa. We want to make sure that the company is committed and admired globally, and that its technology can help build education in Africa,” he said.

Showing its strong commitment to the region, Samsung continues to expand its in-market presence with subsidiaries and branch offices as well as the appointment of 12 senior country managers, Mr. Park told participant at a three-day Samsung Africa Forum in Johannesburg, South Africa, when outlining the company’s roadmap for growth in Africa.

The Forum which was intended to showcase the latest innovations across its product categories brought together key media personnel from African region, customers, distributors and top Samsung executives and government officials, and aims to promote co-operation, innovation and the exchange of new ideas in technology.

“In 2010, we are focusing on Africa’s top-10 economies, which together generate 79 percent of the region’s wealth and houses almost 47 percent of the population.

“Our business model, although global in nature, is tailored to suit each individual market we enter - and our African strategy caters specifically for African market requirements,” Mr. Park explained.

He revealed that plans are underway to achieve leadership in other categories including mobile phones, washing machines and air-conditioners through Samsung’s innovative product lineup, enhancing in-country marketing, strengthening distributor infrastructure, as well as tightening and improving supply chain management.

“Samsung has also sought to address the regional issue of counterfeit and gray products infiltrating the market, specifically in the mobile phone space. The company aims to minimise and eradicate parallel importation through the use of e-warranties, where customers register product serial numbers prior to purchase. Initial data on the success of this initiative looks promising.

“Samsung’s commitment to Africa extends beyond market leadership to its role as a contributing member of African society and supporter of regional development. Samsung has always strongly believed in nurturing a win-win partnership where its gives back to the countries it does business in. To this end, we have addressed the education, skills and unemployment challenges faced by many African countries today, by launching initiatives such as the Samsung Real Dreams project.”

With explosive growth predicted for Africa, Samsung is well-positioned to be part of revolutionising the region into a truly world-class player on the world stage.