Global technology player BenQ has resolved to establish direct presence in South Africa in what the company calls a strategy to better serve the rapidly increasing demand from the local market.
BenQ MEA MD Manish Bakshi said the company made the decision to expand its presence in South Africa, due to the country’s reputation as the “economic and technological superpower of the continent”.
“The South African economy is the largest in Africa and accounted for 24 per cent of the continent’s gross domestic product (GDP) in 2011, at USD 422-billion. South Africa is also ranked as an upper-middle income economy by the World Bank – making it a market that provides BenQ with significant potential for measurable growth,” said Bakshi. “South Africa also forms part of BRICS, which is an association of leading emerging economies. This makes South Africa a very lucrative market for BenQ. What’s more, South Africa is recognised as the gateway to Africa, and establishing a strong presence locally will serve as a strong platform for expansion across the continent in the long term future.”
BenQ is an acronym for ‘Bringing Enjoyment ‘N’ Quality to Life’, and the company is recognised as a global leader in the manufacture and supply of digital networked devices, including; digital projectors, LCD monitors, digital cameras and TVs.
BenQ was established in Taiwan in December 2001, and is currently recognised as the number one DLP projector brand worldwide, and the second largest brand in the Middle East and Africa (MEA) projector market.
Bakshi highlights the fact that South Africa has been identified as the third largest market for BenQ MEA, constituting a total of 20 per cent of regional sales. “Our current share in the South African market is widespread, and we already have a well established reputation as a reliable manufacturer and distributor of monitors, projectors, cameras and TVs. In this highly lucrative market, it is important for BenQ to be proactive in its marketing and public relations campaigns, in order to ensure that the company remains competitive.”
According to Bakshi, South Africa is also one of the most technologically-resourced countries in Africa, with more than 60 per cent of all the continent’s internet traffic generated locally. “The internet is continuously expanding in South Africa, and our main objective is to increase our existing market share and build a stronger product positioning by improving our online marketing and branding activities, in order to reach all major target regions in the country,” he continues.
Looking to the future, Bakshi notes that BenQ’s main objectives locally for 2012 and 2013 is to establish itself as the preferred brand in the region and number one projector brand worldwide, by ensuring that its services are easily accessible for end users, through its improved local presence.
“Last Mile Marketing methods such as roadshows, in-store promotions and in-store POS materials are BenQ’s focus and that has considerably helped us in achieving our current status. Our strategy is to select distributors who conduct sales in volumes, in addition to selecting value partners who will assist us in the niche segments. This will help do justice to the full range of products carried by BenQ,” he adds.
“BenQ is currently ranked as the second largest projector brand in South Africa, with a total market share of 15 per cent in Q2 2012. We plan to consolidate on that success through the continuous introduction of innovative and industry leading technologies to this sector. What’s more, we plan to further expand our local product range by introducing new models of digital cameras, LED and LCD TVs to the consumer market, in addition to launching interactive flat panels and large format displays to the corporate market,” he concludes.