BenQ, formerly Acer Communications and Multimedia, has prioritised the South African market as the largest and most mature in Africa.
"SA is often overlooked by IT manufacturing companies because of its relatively small market size and remoteness from manufacturing plants," says Robert Dung, BenQ Middle East and Africa regional MD.
"However, BenQ has decided to focus on this market because it is mature in terms of buying behaviour and power."
Dung is in SA for a six-city roadshow from 14 to 24 September, which he says is aimed at raising brand awareness ahead of an intensive campaign to market BenQ`s range of products.
The campaign will focus on BenQ`s core display products. Dung says the company plans to increase its market share of around 10% of the local LCD display market to between 15% and 20% in the coming year.
"The LCD display market is booming in SA. We expect it to go from around 20% of the total display market to around 40% in the next year in line with a worldwide trend."
He says this increase in market share should also see the gradual decline in prices of LCD monitors.
Dung says BenQ plans to introduce several new products to the local market in the coming months, including a 16-speed DVD writer and a range of LCD televisions.
"Our marketing strategy is to provide leading-edge products at a competitive price, backed by a solid channel network and supply chain," concludes Dung.
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