Samsung focuses on mid-level and premium products to grab market share from rivals

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Samsung Electronics plans to grab market share in television and white goods business from rivals LG and Videocon, switching focus back to mass products from its recent strategy of focusing primarily on mid-level and premium products.

By Baishakhi Dutta

The South Korean conglomerate is expanding its portfolio of mass products such as single-door and smaller frost-free refrigerators, 32-inch televisions, semi-automatic washing machines and entry-to mid segment microwave ovens, two senior industry executives said.

Speaking on the condition of anonymity the company also plans to expand the number of service centres in smaller towns.

Samsung does not plan to exit any segment even if the growth rate has decelerated and profit contribution is marginal, the way it moved out of window air-conditioners in India a few years ago, because it wants to be present across price points, the executives said.

Samsung India vice president Rajeev Bhutani opined that the company cannot comment on internal strategies while acknowledging that it is strengthening service outreach.

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