In Nigeria, Samsung Electronics West Africa, a branch of the multinational South Korean company, has teamed up with New Home Distribution (Africa) Limited to establish a collaboration for the manufacturing of Consumer Electronics (CE) items. The company and NHDAL solidified their collaboration in Lagos on March 07, 2024, to enhance the availability of Samsung televisions, refrigerators, and air conditioners. This partnership will lower the cost per unit and expand distribution channels. In a statement, the Business Manager Sunki Kim from Samsung Electronics West Africa expressed the company’s decision to collaborate due to its commitment to producing top-notch products that consistently surpass customer expectations, prioritising quality and reliability above all else.
The company’s dedication to quality is evident in the strict quality control measures embedded into every step of the manufacturing process. This focus on excellence has not only cultivated a loyal customer following but has also solidified its standing as a reputable brand in the Nigerian market. Teaming up with NHDAL has proven to be a strategic partnership that delivers these exceptional qualities to its customers. Samsung has utilised its knowledge across different industries to develop a broad range of products and services that meet the diverse needs of customers, including those in Nigeria.
New customers will be reached, enhancing its competitive advantage.
Ajay David, the head of Consumer Electronics at Samsung Electronics West Africa, mentioned that the company has broadened its reach across different regions, creating a solid worldwide presence. Through a strategic alliance with NDHAL, it aims to reach new groups of customers and enhance its competitive advantage. The company is committed to delivering its products promptly and according to customers’ preferences, prioritising customer satisfaction above all else. NDHAL is a reliable partner they can rely on to help them achieve this goal.
Chika Nnadozie, head of marketing at Samsung Electronics West Africa, emphasised the positive effects the partnership will have on the consumer market in Nigeria. She highlighted the company’s long-standing commitment to innovation, mentioning how the company has consistently set new standards by incorporating cutting-edge technologies and features in its products. Its dedication to innovation and continuous improvement has positioned them as a leader in the market, allowing them to secure a large portion of market shares by outpacing their competitors through significant investments in research and development.
Financial strain on consumers will be alleviated in the country.
Its revolutionary advancements can be seen in the diverse array of products it offers, spanning from smartphones and household gadgets to digital screens and microchips. It has a reputation for introducing advanced technologies like curved screens, flexible phones, and top-of-the-line processors. These breakthroughs not only improve user interaction but also set Samsung apart from rivals in the industry. Nnadozie noted that Samsung is dedicated to alleviating the financial strain on consumers during the country’s challenging economic situation by constantly striving to understand their needs.
This collaboration is aimed at providing customers with the opportunity to buy Samsung consumer electronic products at an average discount of 15% from their original prices. By utilising the assembly line and distribution network of NHDAL, significant cost savings can be achieved in the transportation of its electronics from production facilities to retail outlets, ultimately leading to lower prices for consumers, she explained. Since its inception in 2003, NHDAL has solidified its position as a leading distributor in the consumer electronics industry, boasting widespread market coverage and reach.
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Moreover, Maneesh Nanda, the managing director of NHDAL, stated that in addition to their factory assembly line, they have their own stores in various locations throughout Nigeria for product distribution. The collaboration between Samsung and NHDAL is expected to enhance the availability of Samsung TVs, refrigerators, and air conditioners by lowering unit costs and expanding distribution networks. He added that they are thrilled to contribute to the effort to provide Nigerians with affordable yet valuable products.
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