Competitors eager to learn from Samsung's supply chain management system [Arab News, Jeddah, Saudi Arabia]
(Arab News (Saudi Arabia) Via Acquire Media NewsEdge) April 23--JEDDAH -- Samsung operates under its global supply chain management system in which the products are produced and supplied to any place in the world in a very short time. "This is what makes us very competitive and competitors are eager to learn from our supply chain management system," says Park JaeCheon, general manager of Samsung Electronics, Saudi Arabia.
The decision for Samsung to plan a factory in the Kingdom will depend on market demand, says Park who has more than 23 years of experience in human resources, overseas marketing and sales in electronics business.
Samsung products are designed to be recycled from the beginning of its production to the end of its life cycle.
For example, LED TVs are fitted with environmental friendly bezels and it is designed to be recycled. Moreover, most of Samsung products are energy efficient, minimizing Co2 emissions.
"In this way, we are stepping toward protecting our environment," Park says in an exclusive interview.
Samsung showcased a diverse array of its many cutting-edge products at the recently held Samsung Forum 2012 in Istanbul, Turkey.
Samsung Electronics achieved sales of $143 billion in 2011.Despite the turbulent times, in the Middle East and North Africa alone the company achieved a growth of 44 percent.
Saudi Arabia is one of the biggest and most important markets for Samsung products, Park JaeCheon pointed out.
"We have lined up various new innovative products to the Saudi market in the coming months," Park said.
Samsung to launch the second generation of the Samsung Notebook Series 9 in Saudi Arabia in May, which demonstrates Samsung's advanced innovative craftsmanship in the premium notebook market, he added.
"Slate PC will also be introduced in the market very soon."
Samsung has launched the campaign of how to live smart by introducing innovative smart products.
Park hopes that Saudi people also would join this smart life by adopting innovative products of Samsung.
The following are excerpts from the interview:
How is the market for Samsung products in the Kingdom?
Samsung has captured the hearts of Saudi consumers through its cutting edge technology and effective consumer marketing. By achieving global number one in TV and smartphone sales, Samsung has become number one in the Saudi market as a leader in electronics industry. It is the only company that provides total solution for smarter life to consumers. You can not only enjoy a variety of contents through Smart TV at home rather than just watching TV broadcasts, your living also gets much more easy with our Smart home appliances like refrigerators and washing machines. Furthermore, Smart devices like Galaxy Tab and Galaxy Smart phones, provide you with lots of information, and our ultra slim Laptops increase your work efficiency due to its lightness, slimness and high performance. More importantly, Samsung TV, mobile phones, laptops, printers and cameras can share information and media in a fast and easy way using Wi-Fi and direct connection. It is not something that we are talking about the future, it is made available by Samsung in your homes and offices today.
Which are fast selling Samsung products, including home appliances and IT, in Saudi Arabia?
Samsung is leading the market in Saudi Arabia in all categories, and the sales of Samsung TVs and Smart phones are increasing as we speak. We are appealing to consumers with various sizes and designs of our Galaxy Smart phones and tablets. In the case of television, we provide consumers with designs and smart features that competitors cannot follow, contributing to consumer satisfaction. Our refrigerators and drum washing machines, in which we are achieving number one in the Saudi market, have elegant designs and are known for their new eco-bubble technology that protects the fabric while washing and reducing laundry time. As a result, we have been able to satisfy Saudi consumers who highly appreciate Samsung's advanced technologies and luxurious designs.
Is Galaxy competing with iPhone in the Saudi market and how do you compare the market for Samsung mobiles with other popular brands in Saudi market. In other words, what is making you better in the market?
Samsung Galaxy mobile phones are very popular, more than you can imagine. Having achieved global number one position in smartphones, Samsung Galaxy Smart phones are occupying the market in Korea and Europe as well. And especially in the Kingdom, we are achieving high sales record day by day. We believe that the reason behind our success is that we provide good products with user-friendly interface for our Saudi consumers, having high acceptance of the Internet and Smart devices. Consumers looked for iPhones before the last Haj, but after the annual pilgrimage they started looking for Galaxy smartphones. Samsung smartphones have huge advantage over competitors as they can communicate with other Samsung products with wireless connectivity and also with user-friendly interface, satisfying consumer needs.
What is Samsung's standing in the washing machine market?
Samsung achieved number one position in the premium drum washing machine segment, highly appealing to customers through our new technology. After analyzing the pattern of housewives doing laundries, we came up with a new concept of washing machine called Eco-bubble, which protects the fabric from being damaged while washing and also minimizing time. That eventually drew the consumer's attention as it changed the paradigm of washing machines. The Eco-bubble washing machine creates bubbles that can clean deeply penetrated stains and dirt in our clothes and also prevent damages during washing. This is one of the examples of smart solutions provided to consumers by us.
What is Samsung's strategy about green technology?
Samsung products are designed to be recycled from the beginning of its production to the end of the product's life cycle. For example, LED TVs are fitted with environmental friendly bezels and they are designed to be recycled. Moreover, most of Samsung products are energy efficient minimizing Co2 emissions. In this way, we are stepping toward protecting our environment.
Is Samsung planning any factory in the Kingdom?
The decision on establishing a factory will depend on the sales demand of a region. However, Samsung operates under a global supply chain management system in which the products are produced and supplied to any place in the world in a very short time. This is what makes us very competitive and competitors are eager to learn from our supply chain management system.
Tell us something about Samsung's after sales service?
Samsung also cares about providing the best after sales service to customers. We are answering service inquiry calls through our Kingdomwide service network and we recently opened our newly renovated service centers with latest equipments and offering good quality service. This is not just about selling our products, but it is the promise we made to customers who chose our brand. In addition, we are trying our best to reduce the service time and provide consumer benefits through various programs. Samsung is also planning a care service by operating a service truck to improve service quality in remote areas.
What is Samsung's so-called Display Philosophy?
Samsung does not subscribe to the typical display where there is a product with a price tagged on to it. We try to convey the value of our brand from the consumers' point of view and also benefits for them when buying our products. In other words, we try to apply Saudi consumers' advanced purchase principles in our display. Samsung is not satisfied in merely displaying a product, but instead, we focus on providing the consumers a product experience to feel and touch, which can assure them the quality of our products. This philosophy has reflected in our brand shops by changing it to new and delightful consumer-friendly environment.
What is the size of the market for Samsung TV?
Samsung TV achieved number one in 2011, with our Saudi market share of 32 percent in value, maintaining growth in small size to big size TVs. The superior picture quality over the competitors is the reason why the consumers love our TVs. Furthermore, Samsung set a trend in Smart TV market since 2008, when the first Smart TV version was introduced. Samsung TVs achieved an incredible market share in America after fierce competition with our competitors and we are continuously writing a new history, achieving number one for six years consecutively. This wouldn't have been possible without product differentiation and continuous investments every year on developing new concept products for our consumers. Introduction of LED TV in 2009, leader of 3D TVs in 2010, and also leading Smart TV market in 2011, Samsung has been leading the TV market and setting the trend for competitors to follow, thus we are loved by our consumers.
You have been credited with leading a great number of products into the number one market share position, including eight products in 2008, nine products in 2009, and 12 products in 2010?
All these have been possible because of our continuous innovation, consumer focused products including semiconductors, monitors and LCD panels, and market leadership, which won us many accolades over the years, including the CES 2012 innovation awards.
(c)2012 the Arab News (Jeddah, Saudi Arabia)
Visit the Arab News (Jeddah, Saudi Arabia) at www.arabnews.com
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