NAIROBI, Kenya, May 25 – Fresh from announcing a strategy to conquer the African market, Samsung Electronics, the global electronic products manufacturer has kicked off a smooth journey to go on a six-year winning streak after having topped the global TV market for five consecutive years since 2006.
According to a report by the authoritative global display market research firm DisplaySearch, Samsung took 21.9 percent share (in dollar value) in the total TV market in the first quarter, keeping its global No. 1 position for 21 straight quarters starting from the first quarter in 2006.
Samsung accounts for 22.2 percent in flat panel TVs and 21.4 percent in LCD TVs, which made the company secure its No. 1 position for 21 and 13 quarters in row respectively. The global TV market leader also maintained its top brand position with 24.5 percent market share in LED TVs.
In a move that Samsung Electronics East Africa Business Leader Robert Ngeru attributed to strategic marketing efforts, Samsung strengthened its unparalleled brand leadership not only in developed markets such as North America, and Western Europe, but also in emerging markets such as Eastern Europe, South America, the Middle East, and Africa with the No.1 market share in flat panel TVs, and LCD TVs as well as in the total TV category.
While commenting on Samsung’s commitment to meet Africa market needs, Ngeru reiterated that Samsung’s Built for Africa strategy is geared at facilitating the firm’s bid to grow the African market size to that of China by 2015.
“Such research findings on the global scene confirm that Samsung Electronics is on course to make a major social economic impact in Africa and we shall be employing best practice marketing initiatives in Africa as we’ve done across the globe,” Mr Ngeru said.
“In line with our key value of co-prosperity, coupled with our Business and development sector partnerships, we have a visionary pillar of developing technology that is built in Africa, for Africa, by Africa and as such, we will over the next few years be allocating more local R&D investment for further local product planning, design and development.”
In this quarter, Samsung marked “Quintuple 20,” an unprecedented record with around 20 percent market share in five market categories, including total, flat panel, LCD, PDP, and LED TVs.
According to DisplaySearch, Samsung sold 9.86 units in total, including 8.87 million flat panel TVs, and 7.8 million LCD TVs.
Samsung took up the largest market share with 17.8 percent in the total TV market, 18.5 percent in flat panel TV, 17.6 percent in LCD TV and 19.9 percent in LED TV, in terms of sales units.
The overall global TV market in the first quarter came in at 54.54 million units, which is similar to the figure in the first quarter last year, but the flat panel TV market grew by 8.8 percent to 47.9 million units and the LCD TV market by 9 percent to 44.25 million units compared to the same period last year.
Even in the midst of fiercer competition in 3D TV than last year, Samsung accounts for the largest market share with 34.1 percent, further solidifying its leadership in 3D TV in 2011.
To serve the African Market, Samsung have undertaken extensive research and development (R&D) to develop technology innovations, specific to the African consumers’ needs. These include, TVs with built in power surge protectors, triple protector technology for air conditioners to ensure durability, power surge protection and safeguarding against high temperatures and humidity, deep foam washing machines that are 70% energy efficient – saving up to 30% water use, dura-cool refrigerators with cool pack – allowing the refrigerators to stay cool without power, as well as dual-sim technology and long battery life phones with battery standby times of up to 25 days.