Samsung eyes 100% growth in Africa

Samsung Electronics is targeting 100% growth in West, East and Southern Africa in 2012.
Speaking at the Samsung Africa Forum, in Cape Town today, Samsung Africa CEO KK Park said the electronics company is on track to achieve its objective of growing its business in Africa to $10 billion by 2015.
“Over the next three to four years, this growth will be underpinned by a focus on three key premises: built for Africa research and development; B2B and B2G partnerships supported by key CSR initiatives; and of course, growing and strengthening our partner network across Africa to reach our core mission – to inspire the future of Africa,” said Park.
He explained that Samsung is looking to help African businesses and governments to build efficient and technology-driven infrastructure for the continent.
According to Park, Samsung currently has 800 African partners and the company aims to increase this number to 1 200 in 2012. “Samsung cannot be strong in Africa without strong partners and therefore, we are deeply committed to growing the capacity of our dealers and distributors in Africa. This means we will provide training and the correct tools for our sales channel as well as ensure our actions guarantee the long-term growth of the Samsung brand in Africa,” explained Park.
African technology
Park also explained Samsung is investing in developing technology built specifically for the African environment, with a focus on affordability and quality.

Showcased at the forum, Samsung's range of 2012 products and innovations include a number of products targeted specifically at the African market, such as the Galaxy Pocket and Ch@t 222 mobile phones, the Afro-POP Home Theatre System, the DuraCool range of fridges, and the ClassBook 100N education solution.
“We have an ambitious retail strategy to increase our market penetration in Africa: to increase Samsung's retail presence, with more branded shops, mobile plazas and service centres. Through this strategic approach, we will look to fast-track growth across the continent and today is yet another step in our approach to delivering innovation on the African continent – displayed through our key technologies and product portfolio,” said Park.
Park outlined Samsung's African initiatives, such as its Hope for Youth programme which has established Samsung Engineering Academies around the continent, as well as solar powered Internet schools for younger students which aim to bring advanced education to remote underprivileged communities. According to Samsung, it aims to train 10 000 engineers in the next four years.
“Let me emphasise again Samsung's commitment, and belief in, the African market – it is this kind of passion which recently led to Samsung being named the most valuable electronics brand in Africa by Brand Africa,” said Park.
“The Samsung brand is all about leadership, innovation, relationships and integrity, and we are committed to driving each of these pillars into our African outreach – inspiring new directions. Furthermore, we have a long history of doing business in Africa, but we plan on having an even longer future,” concluded Park.

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