New products and technologies from Samsung’s television, digital camera, smart mobile device, IT solution and Home appliance businesses bring Samsung’s 2011 strategy to life at the annual forum of the company, writes Princewill Ekwujuru.

Armed with a strategy designed to rule the African consumer market, Samsung Electronics said it intends to build a $10 billion regional market by growing the African market to the size of China and developing 10,000 electronic engineers by 2015.

To achieve this, the company said it will start by more than doubling its 2010 growth to 63 per cent in 2011, while outlining its regional strategy and product portfolio for 2011.

Speaking, Mr. K. K. Park, Samsung Electronics Africa, President, at the second annual Africa regional forum in Nairobi, Kenya, said, “we are just getting started, and our vision is ambitious. Through our Samsung Blue Project, we intend to become a $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 per cent 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.”

Innovations in Internet-connected TVs, consumer-inspired digital cameras and the latest mobile technology, combined with plans for developing Samsung’s regional market presence, were laid out in the context of Samsung’s unifying principle – ‘Built for Africa.’

It is through this philosophy that in 2010 Samsung achieved a 31 per cent growth rate in revenue for its Africa operations which is US$1.23 billion, contributing to the company’s US$135.8 billion in global revenues, a rare feat in Samsung’s history.

In line with this, Samsung 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.

While the growth of these markets will be predominantly driven by the above, Samsung aim to develop the local industry further by establishing further knock-down plants – where currently there are such plants in Sudan, South Africa, Nigeria, Ethiopia and Senegal. Additionally, Mr. Park highlighted the company’s plans to broaden sales and marketing strategies. In 2011 and beyond, Samsung will focus much of its marketing dollars on 30 cities in 14 countries, developing customised messages that will 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,” added Mr. Park. “One example of this effort is our flagship program – Samsung Electronics Engineering Academy (SEEA), which was created to develop young leaders for Africa’s feature.” 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 program. Samsung intends to develop 10,000 electronics engineers in Africa by 2015.

Additionally, corporate social responsibility was a key discussion point at the regional forum. Applying the same level of dedication to becoming a leader in the electronics industry, Samsung discussed plans to support the development of people around the world.