Key Points:
- Samsung Electronics has ruled the European microwave oven market as one of the highest quality products for eight years in a row.
- The company is successful because it focused its attention on creating new materials and premium designs that are in line with the expectations of the European market.
- Samsung’s ‘Personalized Microwave Oven’ featuring customizable colors and glass material reflects the growing interest in kitchen interiors and has contributed to its popularity in the region.
A glowing statement on May 12, 2024, said that Samsung Electronics will prove its place as the company at the top of the European microwave market. For the past 9 years, the tech industry powerhouse has been happily crowned the top spot in the sector, proving its unbreakable hold on the market.
Based on the findings of a massive survey conducted by Euromonitor covering 19 European countries, Samsung Electronics earned a leading market share of 15. In 1997 there was only a 3% decrease compared to the previous year. This success is the best example of how establishing a company in the European market is a testament to its deep knowledge of the preferences and dreams of European consumers.
Samsung’s strategy is to be very precise in the selection of materials and design, which is in line with the expectations of European kitchen enthusiasts (who are very precise in taste). The rapid leap in interest in kitchen aesthetics, especially with the birth of the ‘bespoke microwave oven’ in 2019, is an important milestone in this direction. The product, which ranges in color from bright to transparent and is made of smooth glass containers, has been a success story so far, as evidenced by the huge market reach of the product across the continent.
Choi Ik-soo, vice president of Samsung Electronics’ DA Business Division, was very proud of the company’s achievement and highlighted their motivation to produce products that perfectly combine design and functionality. In the future, Samsung Electronics aims to stay ahead in the European market by using its leadership in educational areas such as smart connectivity and premium competitions.
