Specialised in electrical and engineering equipment the company is headquartered in Stuttgart and the Bosch’s parent company is Robert Bosch GmbH founded by Robert Bosch in 1951.
The company is the world’s largest supplier of the automotive equipment. The IT-enabled services supplemented by the IoT (Internet of things) and automation across different industries is what driving the businesses of the group.
Segmentation, targeting, positioning in the Marketing strategy of Bosch –
The various population characteristics on forming the basis of segmentation are age, income, geographic region, religion, attitude, behavior consumption pattern etc. Bosch uses a mix of demographic, psychographic and geographic segmentation strategies.
It uses differentiating targeting strategy and targets customers from automobile companies, companies from diversified industries, upper-class social group, Professionals & Executives.
It co-creates it positioning strategy with the help of the associates in order to make the primary offering of other companies more apprehensible to the customers. It uses the mix of user benefit and value-based positioning strategy.
Marketing mix
SWOT analysis
Mission- “To develop and market innovative connected devices and tailor-made solutions for the Internet of Things (IoT). To improve everyday life, increase comfort, security, and productivity”
Vision- “Invented for connected life”
Tagline-“Invented for Life”
Competitive advantage in the Marketing strategy of Bosch –
Diversified offerings: The operating business deals in core products such as brakes, controls, electronics, electrical drives, starter motors & steering systems; fuel systems, generators, industrial products, such as drives and controls, packaging technology and consumer goods; and household appliances, power tools, security systems, thermotechnology and building products.
Strong Network of Associate companies: Co-creation of the offerings with the help of the associates in different countries is what helping the company in being Glo-cal while at the same time being competitively ahead of its competitors. It has 133,974 associates in Germany, 102680 in Europe (excluding Germany), 42627 in America and 110000 in Asia and other countries.
BCG Matrix in the Marketing strategy of Bosch –
The Company operates in business segments such as Mobility solutions, Industrial Solutions, Consumer goods and Energy & building technology.
Its Mobility Solution segment generated 60 % of the total sales while Industrial technology, Consumer Goods and Energy & Building technology generated 9%, 24% and 7% of the total sales respectively.
The Mobility Solutions business segment is starring in the BCG matrix while others are a question mark.
Distribution strategy in the Marketing strategy of Bosch –
The Company is the global supplier of technology & services and generates 53 % of its sales from Europe market. The company operates with more than 440 subsidiaries and regional companies in 62+ countries.
Bosch distributes its products through a network of own sales team, distributors, resellers, e-commerce sites and associates.
Brand equity in the Marketing strategy of Bosch –
Bosch has been ranked 98th on Forbes magazine list of Innovative growth companies in 2016.
The brand has been valued at $9.3 billion as of May 2016 (market capitalization value method) generating revenue of $84.8 billion.
Competitive analysis in the Marketing strategy of Bosch –
The diversified group with more than 389000 associates (226856 in Mobility Solutions, 38117 in industrial technology, 76131 in Consumer Goods, 30293 in Energy & building Technology and 17884 in other activities) is the market leader in the products segments it operates into especially mobility solutions.
It competes with companies such as Gabriel, Tyco, Pelco and many others on the basis of innovative solutions, reaches in the market, distribution network, quality of products, precision & price.
Market analysis in the Marketing strategy of Bosch –
The market in which Bosch operates is overcrowded with counterfeit products manufacturers after sales spare marketers, small suppliers/ manufacturers and grey markets which affect the players operating in the industry.
The performance of the companies operating in the electrical equipment industry depends on the various factors such as infrastructure available, network, labor cost, government regulations, supplier availability and bargaining power.
Customer analysis in the Marketing strategy of Bosch- Since the company operates in diversified products segments, therefore, its customer groups consist of retail as well as B2B customer group.
Retail customers are in the age group of 20-45 years and are from upper/upper middle income class group majority of which purchases Consumer goods while the B2B customer group consist of automobile companies, wholesalers, distributors, resellers.
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