• 
• 

Published on January 30, 2008

This is based on an improved political and economic climate as well as a more aggressive launch of innovative products to cater to different segments and Thai consumer lifestyles.

Samsung will launch 95 models onto the Thai market this year, including 19 LCD TVs, eight slim-fit TVs, two flat-panel TVs, 14 DVD players, six MP3 players, 20 home theatres and 18 digital still cameras. It will also introduce 77 home appliances: washing machines, refrigerators and air-conditioners.

The company last year achieved Bt6.8 billion in sales of audio-visual products and another Bt3.7 billion in white goods. It has targeted audio-visual sales of Bt9.2 billion this year and Bt4.9 billion in white goods.

About 10 per cent of the projected sales, or nearly Bt1.5 billion, will be used as a marketing budget next year.

"We're delighted that Thailand has already passed the general-election process, and we hope the new government will seriously tackle solving both economic and social problems. We're confident the overall economy and consumer confidence will recover after setbacks over the last few years," said deputy managing director Arnut Changtrakul.

"We also believe in our new product innovations and their outstanding designs, which come from our hard-working effort to understand the lifestyle of individual consumers. We have created demand in the market through different segments of consumers. Our 2008 strategy is to focus on the convergence of products and distribution channels," he said.

Arnut said the firm expected to achieve US$700 million (Bt23.14 billion) in sales this year, generated by four key product categories: electrical appliances, audio-visual items, mobile phones and IT products.

"We expect sales of our audio-visual products to increase by 40 per cent this year, while sales of white goods will grow by 32 per cent. We also expect sales of our mobile telephones to increase by 100 per cent and IT products by 50 per cent," he said.

Arnut added that 2007 had been another successful year for Samsung. The company broke its sales record for the audio-visual and home-appliance market - with more than 30-per-cent growth - despite the economic downturn and other uncertain market factors.

He said that last year Samsung was able to achieve a leading position in the electronics market in a number of product categories, including LCD TVs, flat-panel TVs, CRT TVs, slim TVs, side-by-side refrigerators, two-door refrigerators, fully automatic washing machines, microwave ovens and computer monitors

"We emerged as a market leader with positive sales for 2007," said Arnut. "The main factors behind Samsung's success are its commitment to product research and development as well as technological innovation, by allocating 10 per cent of total revenues to R&D."

The company expects to increase its market share for LCD TVs from 38 per cent last year to 40 per cent this year, while the share of its automatic washing machines is expected to grow from 28 per cent to 35 per cent.

"We'll also focus on strategic products this year, consisting of digital still cameras and air-conditioners," said Arnut.

Kwanchai Rungfapaisarn

The Nation