More than 30 journalists from top Central American media covered the inauguration of Toshiba’s brand new regional headquarters in Costa Rica.
To facilitate the adoption of cutting edge technologies in the countries of the Isthmus, Toshiba’s Digital Products Division (DPD), a division of Toshiba America Information Systems, Inc., has opened new regional headquarters for Central America in San Jose, the capital city of Costa Rica.
From this location, the Japanese manufacturer will lead all sales & marketing efforts, business alliances and brand development in the six countries comprising this region. This new branch will also provide services and support to the brand exporters and wholesalers operating from South Florida, US.
According to Toshiba, Central America is currently it’s second most important market in Latin America, after Peru (excluding Brazil and Mexico), generating 30% of the company’s overall regional sales.
“Toshiba envisions great opportunities for market expansion in Central America as a result of high IT demand and growing economies in the area, leveraging foreign trade development and direct foreign investment. The region is also experiencing a boom in breakthrough technologies with high internet penetration, and increased purchasing power combined with more affordable prices”, said Juan Antonio Cabrales, Territory Manager for Central America, Toshiba.
“By taking this step, we also aim to be closer to our Central American users, who increasingly demand more digital convergence, as well as versatile, portable, efficient, tactile, and longer battery life devices. Our goal is to offer differentiated products, customized to the technology needs and realities of each country”.
With an area of 233 square meters and located at the Oficentro El Cedral in Escazu, this operating center will promote and market Toshiba’s portfolio of laptops, tablets, ultra books and convertibles, in addition to storage devices such as, external hard drives, USB memory sticks, and SD cards.
Operating from these premises will also allow Toshiba to further expand its business in the Central American region through closer ties with key partners and distribution channels. In addition, the company will look for new business opportunities within corporate and government segments, establishing alliances with leading telephone and internet carriers in the area, and signing direct purchase agreements with retail chains. The initiative will also provide end users easy access to a broader portfolio of new products and equipment at highly competitive prices.
Leaders in Innovation
Toshiba is perceived by local customers as one the most reliable brands in Central America. This has to do with its proven leadership in innovation, product quality and aggressive price strategy which adapts to the different market segments.
The brand offers a wide range of options for all budgets across its entire product line of laptops priced from the $320, which include Satellite, Tecra, Qosmio and Portege product segments. In tablets, Excite and Encore models start at $120; while in storage devices, its external hard drive, Canvio, can be purchase for around $100.
Another distinguishing factor has been Toshiba’s technical support and customer service capabilities. The manufacturer has a solid network of 22 specialized technical service centers deployed in Central America, in addition to a customer center with Spanish-speaking personnel tending -free of charge- to customers’ questions or concerns related to hardware and software, as well as providing information on warranties and local technical service.