Nairobi — Electronics manufacturer, Panasonic, has opened a branch in Kenya, as it prepares to launch a battle to capture market share from the likes of Sony, Samsung, LG and JVC.

The five brands dominate the top tier market for high definition televisions (HDTVs) and video cameras.

Panasonic's new offices at International Life House in the City will distribute the firm's entire range of electronic household gadgets, although it seeks to initially promote its newer entrants, including a 103-inch plasma display television, home theatres and video cameras. "Recent consumer buying behaviour and our market research suggests that Kenya is going to be a key market for us in the coming years," said the company's managing director for the Gulf and Middle East, Mr Seiji Koyanagi.

The company is still drawing up its relaunch programme, but promised to establishing an efficient distribution network to ensure its products are available across the country.

However, it says counterfeits are its biggest challenge. "Safety of customers is at risk due to lack of awareness between genuine and fake products," said the managing director.