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Samsung spreads tentacles in Africa

In line with this, Samsung has extended its business footprint from 15 countries in 2009 to 42 in 2010, its distributors from 32 to 80 as well as increasing their service centres from 18 in 2009 to 36 in 2010 respectively.

Samsung president KK Park said recently in Nairobi Kenya, “We’re just getting started, and our vision is ambitious. Through our Samsung Blue Project, we intend to become a US$10 billion region by 2015, growing the market to the size of China’s. To achieve this, we will start by more than doubling our 2010 growth to 63% in 2011.

“Furthermore, in reaching the above target, we are hoping to grow our workforce to 5 000 people by 2015. While these goals are aggressive, they are the result of a strategy that like our corporate social responsibility programmes, are built in Africa, for Africa.”

He said while the growth of these markets would be predominantly driven by the above, Samsung aimed to develop the African industry further by establishing further knock-down plants — where currently there are such plants in Sudan, South Africa, Nigeria, Ethiopia and Senegal.

Park highlighted the company’s plans to broaden sales and marketing strategies. In 2011 and beyond, Samsung would focus much of its marketing dollars on 30 cities in 14 countries, developing customised messages that would connect with the African people and support its global and regional products.

“Our products not only make peoples’ lives easier and more enjoyable, but they can also contribute to solutions for social and environmental problems,” said Park. “One example of this effort is our flagship programme — Samsung Electronics Engineering Academy (SEEA), which was created to develop young leaders for Africa’s future.”

The launch of SEEA was created to align Samsung’s CSR vision — “Built in Africa, for Africa, by Africa.” Four schools will participate in the pilot project. Samsung intends to develop 10 000 electronics engineers in Africa by 2015.

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