SAMSUNG– AIDING EXPANSION INTO NEW MARKETS

SAMSUNG is a major international player within Home Appliance and Home Electronic products. The company has a long heritage in Iran that goes back to long time ago.

ADDRESSING THE ISSUES

In the recent years Samsung has experienced a significant growth in Sony business as one of main competitors. While the company is a dominant player in the Iranian market, this growth is primarily taking place in import markets as well as local productions. However, Samsung required more market information needed to develop a solid strategy for continued future growth and improve the sales in his specific shops dedicated to sell Samsung products.
This included details on key players in relevant markets, their market share, penetration across provinces, consumer decision criteria and brand image during customers visit of shops, decision making and purchasing process.

THE APPROACH

Toplans was asked to conduct a survey among different type of potential purchaser and visitors to provide Samsung with the necessary market insight among those dealers. To gather valid information from all regions in Iran, we conducted in store interviews with those who were only visitors of the electronic and home appliances as well as those shoppers who buy specific product at the end.

THE RESULTS

The result was immediately applicable and valuable for Samsung.  Samsung has since commissioned us to perform similar studies in different part of the country.