Bosch Case Study

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Bosch – home appliance Case Study in International Segmentation and Brand Positioning Strategy1 Ing. Markéta Lhotáková Ph.D. PRAGUE UNIVERSITY OF ECONOMICS Faculty of International Relationships Introduction Bosch und Siemens Hausgeräte (BSHG) is an international company, which manages large portfolio of brands of home appliances. Majority of them are regional and national brands, but there are 4 major brands with international presence – Bosch, Siemens, Neff, and Gaggenau. BSHG belongs to the most successful producers on the market. Its long-termstrategy is based on technical and technological improvements and on multi-brand strategy, which targets different groups of consumers with different brands and through them different…show more content…
Typical for the market is growing power of the retailers in the purchasing process and their growing influence on the final consumer decision. Home appliances market can be divided into two major segments, small and large appliances, where the large appliances represent the majority of the market (large appliances account for about 85% of global sales. The large appliances business is further divided according to function into cooling, cooking, washing and drying, and dishwashing. From these categories cooking is the most varied with gas and electricity cookers, ovens, microwave ovens, hot air ovens etc. There is a large number of home appliances brands round the globe, but there are several major international players. All of these companies have multi-brand strategy, with one or more international brands and several regional and local brands. Geographically traditional markets Western Europe and North America are the largest markets (account for 57% of global home appliances market), but their growth is mostly due to saturation limited. On the other hand emerging markets around the globe are the sources of the growth and future increasing sales. Despite this fact, traditional markets of Europe and America
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