Samsung eyeing 8-10% of Romanian market

Samsung Electronics, the world’s third-largest mobile phone producer, has officially entered the Romanian market. The Samsung terminals will be distributed by HAT Romania, branch of the Israel-based HAT International. Samsung’s goal? Attaining 8-10% of the Romanian mobile phone market in a year.
HAT was chosen by Samsung as sole distributor for the its mobile phones in Romania several weeks ago, after careful consideration of the offers sent by several Romanian companies in this field. 
“We used to do business with Ana Electronic until 2000. It was a good partner, but the needs of the market have changed; it requires more retail chains. We have therefore decided to change our policy and find other partners,” one of the Samsung officials said.
The first batch of Samsung mobile phones is due to officially arrive in Romania in March or April at the latest, according to Constantin Lucescu, HAT Romania manager. Lucescu did not specify the number of terminals in the first batch, though. Jerusalem Post was saying two weeks ago that HAT was bound by contract to buy at least 150,000 handsets from the Korean company. The chairman of the dealer, Isaac Voldman told Jerusalem Post the company had already received orders for 30,000 phones.
HAT promised the Samsung phones would cover all the market segments from low-end to high-end (colour display handsets also fitted with digital camera either built-in or as an accessory).
“We will come with very competitive prices,” Lucescu specified without providing any details as to how much money those going for a top product like Samsung SGH-S 300 would have to pay.
HAT has set out to gain 8 to 10% of the Romanian handset market for Samsung in only one year and make it second best-selling brand on this market in two or three years.
The Jerusalem Post said the Israeli company had paid $1 million for distribution rights, while Samsung had pledged to invest $2.5 million in advertising.
Samsung officials in Bucharest did not confirm the figures, though.
“The investment will be much higher than $500,000, yet I cannot tell you how much at the moment,” Joo Ho Song, Samsung Electronics telecom manager for Central and Eastern Europe said.