Samsung has scooped the 2014 Kenya Frost & Sullivan Competitive Strategy Innovation and Leadership Award following another year of unprecedented growth in the Kenyan mobile market.
The Korean giant got the award that was based on recent analysis of the mobile phone market after posting 100 per cent growth in sales from 2011 to 2013. This was the third year running that Samsung has retained its sales leadership in the highly competitive Kenyan mobile phone market.
Frost & Sullivan presents this award to the company whose competitive strategy has yielded significant gains in market share during the research period.
“By partnering with Kenya’s largest mobile operators, Safaricom and Airtel, Samsung has been able to leverage the operators’ extensive distribution channels to boost handset sales and enhance customer value,” said Lehlohonolo Mokenela, Frost & Sullivan Research Analyst.
Mokenela added that the company has also used these strategic partnerships to provide once-off data packages of at least 250 MB with the purchase of certain Samsung phones.
Samsung’s wide product range allows it to select phones appropriate to each market segment as well as serve different segments of the market based on price and functionality preferences.
For instance, the company offers 24-month warranty on its smartphones as opposed to the standard 12-month warranties provided by other manufacturers.
Stakeholder integration is another area where Samsung excels in comparison to its competitors. It works extensively with partners to ensure that the products and their pricing are suitable for each customer segment and geographical area of the market.
Samsung also offers a value-added service that allows customers to check if the phone is genuine by texting a unique code on the phone to a central database. This system has been highly successful in reducing the impact of the grey market and counterfeit phones on sales and simultaneously improved customers’ purchase experience.
“In addition, the wide and extensive service network ensures that any issues with the smartphones are dealt with rapidly and effectively,” noted Mokenela.
Samsung has also developed apps to enhance a smartphone user’s experience and also provided branded charging stations in airports and large public places while advertising to a captive market.
Through their strategic partnerships, an impressive targeted marketing strategy and taking customer needs and preferences into consideration, Samsung now holds second place for the number of phones accessing the Internet and through its dominance in the smartphone segment, is fast closing the gap.
Samsung sells its phones in its six brand stores across urban and rural Kenya as well as in over 4000 mobile operator stores across the country and in approximately 200 retail outlets.