TOSHIBA REPOSITIONS ITS KENYAN STRATEGY

…Japanese company eyes larger share of East African market with Kenya as hub 

Toshiba, a world leader and innovator in pioneering business computing solutions and digital consumer products, has reinforced its commitment to the Kenyan market through a fresh outlook involving regional representation and increased market presence in the Kenyan market and the East African region at large.

Based in Nairobi, the company intends to further extend its market share as it eyes increased consumer awareness of its products, understanding of the brand and acceptance of one of the leading electronics appliances manufacturer with a rich successful history having been established in 1875.

Briefing journalists and bloggers, Regional Manager Mr. Erick Njuguna said the new marketing strategy will put emphasis on managing relationships for the brands corporate clients, distributors, resellers as well as customers and potential customers.

“The business model will largely remain the same where our appointed distributors who include Mitsumi, Red Dot and the recently appointed Mustek will remain key point of sale contacts. However, we will henceforth  focus more on building and maintaining relationships that promise unrivalled product quality and service delivery,” added Mr. Njuguna.

Already, the strategy has resulted in market activity the company having recently appointed Mustek as a specialist corporate distributor for its R-series and Z-series range of notebook computers.

Toshiba’s R-series of notebooks offer up to 10 hours of battery life for a full day at the office, and they are extremely thin and light as they are manufactured using high-strength composite materials while the Portege Z-series is Toshiba’s super-thin ultrabook that offers high performance power in a lightweight design. The range is as the top of Toshiba’s product offering and provides the ultimate solution for high-flying executives on the go. 

The company is looking at positioning itself as an ICT powerhouse as the country works towards achieving its Vision 2030 goals.

Mr. Njuguna said Toshiba is putting a lot of emphasis on customer care which is part of the company’s overall strategy ensuring customers have a hassle-free time while using their products.

“On-Site warranties offered in the whole East Africa. However, we want to make it better for Toshiba customers – we are currently investigating if a full service centre can be done in East Africa, where they also hold parts on site,” said Mr. Njuguna.