Toshiba is set to expand its business in South Africa on all levels, from channel, to partners, through to support for the end user. Toshiba will have a direct presence in the SA market, while maintaining strong relations with current and future partners. An interesting partner for profit (P4P) is also in the works.
Toshiba has increased staff members from 5 to 20 over the last few months, with Domenico Gargarella, Regional General Manager for Toshiba, looking for a few more individuals to complete the staff line-up.
Marketing and products
With an ad campaign kicking off sometime in August 2011, coupled with local product launches, Gargarella is keen to bring Toshiba products to consumers. He is quick to emphasise that making information about their products more accessible to consumers is important, as well as bringing a “human touch” element to product sales. This will include hands on demo units in stores which will allow consumers to test the products out for themselves.
Gargarella was also quick to point out that Toshiba plans to take on the competition in terms of features, not price. With hardware that aims to outperform the competition at a marginally higher price, Toshiba is banking on specifications and good after-sales support to win customers over. “We can have gorgeous looks, but if the product is not powerful enough, it become less useful,” said Gargarella.
It’s clear that Toshiba is willing to invest a significant amount into the South Africa market, which Gargarella feels, “presents more opportunity from growth than even Russia.”