THE steady growth of the Tanzanian economy has seen an influx of foreign owned companies venturing into the country with the aim of unleashing their products or services to the Tanzanian masses. Success of these products and services depend on various factors, ranging from environment to perceived demand that stipulate just how relevant they are to the market.
One firm that has seen its feet steady and become a dependable provider for Tanzanians is Samsung Electronics. Through its consumer range of products they have witnessed a movement of over 50,000 units of their products in one year across the board. In a year that is set to be a success for the electronics firm they have their eyes on capturing 30% of the market share.
This figure might come as a surprise but when put into context, paints a clearer picture, having done their research not just in the Tanzanian market but the African continent as a whole. Combining factors such as the need for cost saving equipments and the ability to withstand the atmosphere. Samsung Electronics has continuously been at the forefront of innovative products that have collectively been tagged as “Built for Africa”.
The fridge segment is one that has won over many customers over the past few years due to the reliability and ability to cope with the African environment. Building on that success Samsung look to target the market with a series of horizontal freezer that are suitable for home and commercial use. The need to be different and leadership mentality is what keeps the brand connected to the market till today.
The Managing Director of Samsung Electronics Tanzania Mr. Dongha Jang echoed the mentioned statement when interviewed saying that “Samsung always seeks to connect its customers with its brand by providing products that will enhance their lifestyles. We aim to bring the latest in world class technology in a manner that is most relevant to the Tanzanian market.” Mr. Jang further highlighted the recent launch of products directly into the Tanzanian market “over the past couple of years we have seen the need to bring our new products directly to our Tanzanian audience rather than be dependent on the trend of international releases”. Amongst the products Mr. Jang was referring to in his statement was the side by side launch of 2 signature consumer home appliances being the Samsung Duracool freezer and Triangle AC.
The launch was part of Samsung strategy of maintaining its position as the leading electronics provider in Tanzanian homes. Samsung Duracool freezer and Triangle AC have the features and attributes that allow it to function at the maximum level in the tough Tanzanian environment where electricity supply is unreliable with unstable costs. They come with the promise of making life easier and operate in a manner that is cost effective to the end user.
In a market that is unpredictable as Tanzania the electronic firm has been able to identify the areas that interest its customers in a calculated manner. This is evident today through its presence in various high streets. In an environment that does not guarantee success to all, Samsung continues to push the boundaries of innovative products that are “Built For Africa”.
About Samsung Electronics Co. Ltd.
Samsung Electronics Co., Ltd is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of TVs, smartphones, tablets, PCs, cameras, home appliances, printers, LTE systems, medical devices, semiconductors and LED solutions. We employ 286,000 people across 80 countries with annual sales of US$216.7 billion. To discover more, please visit www.samsung.com.