BrandArena: Sony Targets US$1.4billion African Market Share As Nigerian Office Comes On Stream

Tuesday, 14 May 2013

Sony Targets US$1.4billion African Market Share As Nigerian Office Comes On Stream

Sony, the leading consumer electronics and entertainment brand has set a US $ 1.4 billion target for the African consumer electronics market. The company made this known while  unveiling its extensive blueprint for expansion across the African continent in Cape Town, South Africa.

Defined by a rigorous 360 degree immersion plan, Sony will look to transform the African consumers’ experience in the electronics sector through launching the latest technology products, introducing experiential Sony brand stores, and setting up authorized service centers in almost every country in Africa.

On the operational front, Sony plans to establish new zonal offices in Morocco, Ghana, Nigeria and Angola, employing local human resources and identifying new business partners with the capacity to compliment the Sony growth strategy in Africa.

The announcements, which came at an exclusive dealers’ conference, highlight Sony’s global ambitions and the significance it places on Africa in the international marketplace.

Speaking at the conference, Hiroyasu Sugiyama, Managing Director, Sony Middle East and Africa, said: “Africa is undoubtedly one of the most important markets for Sony. By 2015, we hope to achieve a $1.4 billion share in the consumer electronics space, including the fast-growing mobile phone business. The numbers certainly look exciting, but our immediate focus is to identify tactics that help us move towards our target. The Sony roadmap for Africa constitutes a four-pillared strategy based on ‘product’, ‘customer’, ‘community’ and ‘operation’.”

Sony’s new expansion plan is just the tip of the iceberg with regards to its long term vision for Africa. At a time when the region’s electronics market is evolving rapidly, with more and more users looking for intelligent solutions to match their entertainment needs, Sony is poised to deliver an extraordinary offering to suit varied expectations, and bring the ‘Best of Sony’ to every corner of the African continent. 

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