BenQ expands presence in SA
Technology group, BenQ, is establishing a direct presence in South Africa as part of the corporation’s overall strategy to better serve the rapidly increasing demand from the local market.
BenQ is an acronym for “Bringing Enjoyment ‘N Quality to Life”. The company manufactures and supplies digital networked devices, including digital projectors, LCD monitors, digital cameras and TVs.
The Taiwan-based firm was established in December 2001, and BenQ MEA managing director, Manish Bakshi, noted that the company made the decision to expand its presence in South Africa due to its reputation as the economic and technological “superpower” of the continent.
“The South African economy is the largest in Africa, and accounted for 24% of the continent’s gross domestic product (GDP) in 2011, at $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,” he said.
“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.”
Bakshi said that South Africa has been identified as the third largest market for BenQ MEA, constituting a total of 20% 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,” Bakshi said.
He added that SA is one of the most technologically-resourced countries in Africa, with more than 60% 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 continued.
BenQ said its primary objective, 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 said.
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