Samsung Claims Top Spot in US Refrigerator Market
By Kim Yoo-chul
Staff Reporter
Samsung Electronics claimed Tuesday it has become the top seller in the French Door Refrigerator (FDR) segment in the United States for the first time since it entered the U.S. freezer market seven years ago.
For the last full year, Samsung was the top player with a market share of 27.2 percent in terms of shipments in that sector. It was also the leader by revenue with 28.6 percent share, Samsung said in a statement.
Last year's market share by revenue was a rapid surge from 5.6 percent in 2007.
Samsung has steadily been raising the FRD share in the United States by strengthening marketing campaigns.
"Our target marketing has paid off in attracting general U.S. consumers. Samsung will continue the current premium marketing strategy in that segment for brand recognition," Ko Ho-jin, a company spokesman, said.
Citing data from market research firms, Ko said FDRs are taking up more shares in the overall U.S. freezer market. In 2008, its share was 15 percent of the total, an increase of 6 percent from 2007.
Samsung Electronics, which is a latecomer in home appliances, has recently been increasing its budgets for research & development (R&D) and marketing for freezers, air-conditioners and other kitchen-installed appliances.
Officials and industry watchers say the company is hoping to make a stronger move in home appliance-related sectors by departing from its high dependence on components-related businesses such as memory chips and flat-screens.
"The top spot in the U.S. FDR segments has a meaning, literally. That was the explanation of Samsung's gradual corporate shift to consumer-oriented businesses," a high-ranking industry executive said.
Samsung is the world's top electronics company by revenue after it passed over Hewlett-Packard (HP) of the United States and Siemens of Germany.