With the opening of Samsung Training Academy in Zagreb, Samsung has made a significant leap in the development of the air conditioning market in the region. We spoke with Tihana Mikuš, Director of the Adriatic region for Samsung Electronics Air Conditioning Europe, about the importance of this center, its role, and long-term goals.
What is Samsung Training Academy and what is its primary purpose?
Samsung Training Academy is a platform through which we aim to raise the overall level of knowledge, awareness, and experience in the market. Our goal is not just to present products, but to educate all key stakeholders, installers, service technicians, designers, and investors about our ecosystem. This means that we are not only talking about equipment but about the entire process: from proper installation and commissioning to maintenance and service. The ultimate goal is for the user to receive a solution that truly works in practice, and this is only possible if everyone in the chain is sufficiently educated.
Why was it important to open such a center right now?
The market has changed significantly. Air conditioning solutions are becoming increasingly complex, and user demands are growing. What we have identified as a key challenge is the need for additional knowledge and continuous development of competencies – not only in installation but also in designing and servicing advanced systems.
As a result, end users often do not receive the experience and level of service that was promised to them. In that case, regardless of the cause, the perception shifts towards the brand. That is precisely why we decided to create a space that will raise standards in the market and enable partners to further enhance their knowledge, skills, and confidence in their work.
What is its business importance for the region?
The Training Academy is an important tool for strengthening the perception of Samsung in the air conditioning segment. We want to clearly demonstrate the breadth of our portfolio, including smaller solutions as well as complex systems for large facilities. Additionally, through this center, we can present a comprehensive approach, air conditioning, and a broader ecosystem through which we offer complete solutions for investors, whether it is residential projects, hotels, or commercial properties. This is also an investment that covers multiple markets in the region and clearly shows that air conditioning is one of the key focuses of our further development.
What were the biggest challenges in realizing the project?
The first challenge was to elevate this project to a different level and show that it is not just a showroom, but a strategic tool for market development. This required a detailed business plan and clear arguments. After that, the challenge was to find an adequate space that could combine all functions, from education and practical training to presentations and business meetings. The most demanding part was the actual construction and implementation process through collaborations with external partners. This meant constant learning, adjustments, and solving unforeseen situations. But that is precisely why today we have a space that fully meets our needs.
What distinguishes Samsung Training Academy from similar centers?
What sets us apart is our approach. This is not a space where a single product or category is promoted, but a place where the entire system is learned. Another key difference is the practical component. The education is not just theoretical; partners have the opportunity to work on devices, simulate real situations, and develop concrete skills. Thirdly, it is a space that integrates different technologies and solutions, allowing for a comprehensive understanding of what Samsung as a brand can offer.
