LG Electronics SA has announced the appointment of Peet van Rooyen as its new MD, succeeding ST Tae.
Before taking on the new position, Van Rooyen, who has been with the company for six years, was sales director of consumer sales.
He is the first non-Korean head of an LG Electronics subsidiary company globally. His appointment is part of LG's global strategy for its subsidiaries to be led by local people, with local market knowledge, ensuring LG remains locally relevant and a stronger globally competitive company. This strategy is further reinforced with the appointment of Andrew Procter as COO, LG Electronics SA says in a statement.
Van Rooyen says he is excited by the challenge of growing the LG brand in SA and sub-Saharan Africa. He states that exports into sub-Saharan Africa offer LG Electronics growth opportunities for the business where retail channels are currently under pressure locally.
“Globally, LG aspires to be the third-biggest consumer brand in the world,” says Van Rooyen. “One of my primary objectives is to evaluate our operational effectiveness and ensure LG continues to remain a profitable business, creating even more value for our customers.
“And while LG holds the number one position in all major areas of the consumer electronics and appliances market in SA, we would like to offer greater value to our partners in the channel with first-to-market innovation,” says Van Rooyen.
Prior to joining LG Electronics SA in 2002, Van Rooyen held the position of MD at Kentronics.
“Recent interest rate hikes, as well as a higher inflationary outlook, means the consumer is going to be under pressure until around 2010. In these difficult times, our goal is to offer better value to customers in the form of environmentally efficient and stylish products, while adding value to our channels via solid retail and commercial opportunities,” he says.
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