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In 2009, the company's Mobile Phone Division experienced a quantity growth rate of 62% from 2008 levels. Samsung anticipates even better results in 2010 with growth projected at above 70%. This is in line with the Korean-based company's goal of doubling its market share in Egypt by the end of 2010.
"Egypt is an important market for Samsung. We've undertaken in-depth market research in order to identify the best products for the unique requirements of Egyptian consumers and have consistently introduced innovative technology to the market. As a leading mobile phone provider, our goal is to provide consumers in every market with the opportunity to purchase high-quality, durable mobile phones that meet their needs,"
said Mr. Duke Park, General Manager, Samsung Cairo Office.
Samsung has developed a smart market strategy that focuses on all segments as a means to showcase the company's diverse, affordable mobile phone offerings. It will seek greater penetration across Upper Egypt and Delta as a means to help increase market share, while promoting its most durable, feature-packed mobile phones. In addition, Samsung will continue to provide even more advanced Samsung mobiles in the Egyptian market, including rich features, enhanced connectivity, and more cutting-edge innovations.
"It's clear that the Egyptian market offers diverse segmentation opportunities for our dynamic products," said Mr. Mostafa Aboul Fotouh, Head of Mobile Division, Samsung Cairo Office. "We've developed a market strategy that allows us to cater to each and every consumer in Egypt, whether they're looking for a basic handset with core features or the most technologically-advanced mobile in the market; Samsung offers options to all consumers throughout the entire country."
One way in which Samsung is seeking to expand its local market share is through an intensive channel empowerment program. The Samsung-exclusive program provides mobile phone distributors with Samsung signage and other branding materials as a means to help boost sales and raise awareness of the brand. The program has grown by 92% since 2009 to reach a total of 623 shops.
Samsung has continued to invest in the Egyptian market despite the global economic downturn, by regularly launching new products across all divisions and comprehensive dealer incentive programs. In addition, the company has expanded its retail activities including category launches for dual-sim mobiles and messaging phones, discount promotions, holiday promotions, mobile replacement campaigns and leveraging Samsung's sponsorship of the Africa Cup of Nations.
Posted by Rana Mesbah
