Computers and Peripherals in Argentina - New Market Study Published

Fast Market Research recommends "Computers and Peripherals in Argentina" from Euromonitor International, now available

[USPRwire, Fri Nov 21 2014] Sales of computers and peripherals have been impacted by import restrictions imposed in 2011 in several ways, yet the most notable is a reduced average quality in the product offering across categories. Another driver for local manufacturers’ sales is the government, which has been the principal promoter with different programmes aimed at reducing the digital divide and improving technological infrastructure, like Conectar Igualdad, Agenda Digital, Argentina Conectada and Mi Computadora amongst others in place since 2011.

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Competitive Landscape

Hewlett Packard Argentina led sales of computers and peripherals during 2013 with a 12% volume share, and ranked fourth in computers with an 8% share. Lenovo Argentina led computers with a retail volume share of 13%, closely followed by Acer Argentina with 10%. The competitive landscape in computers is concentrated in the first 10 companies holding 71% of the market amongst a total of 18 companies holding more than 1%, with private label and other brands holding a combined volume share of 18%. Lenovo is a highly recognised brand that is continuously increasing its local product offering. The company started manufacturing under licence with an agreement with New San in 2011 and given its international equity brand, it translates into an advantage for Lenovo producing locally in contrast to local brands and manufacturers with lower average product quality. Given many international big players either leave the local market due to import restrictions or have substantially reduced their local portfolios, Lenovo has been expanding production locally to tablets and other consumer electronic devices like smartphones, in the near future, as announced recently. In general, local companies continue to see the biggest increase in sales given their products’ lower average unit price, which makes them accessible to a wider market. Acegame, owner of brands like X-View, saw volume sales increase by 124% in 2013 and reached a volume share of 3% in computers and peripherals compared to 2% a year earlier.

Industry Prospects

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