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Marketing Plan For Bosh Washing Machine

5515 words - 23 pages

Marketing Plan of Bosch Washing Mechine
Contents
1.0 Executive summary
2.0 The Company Background
3.0 Situation analysis
4.1 Industry analysis - Porters 5 forces
3.2 Macro environment analysis - PESTEL
3.3 S.W.O.T analysis
4.0 The marketing plan
4.1The company mission statement
4.2 The company Vision
4.3 Objectives
4.4 Strategies
4.5 Segmentation
4.6Target markets
4.7 Positioning strategy
5.0 Ansoff matrix
6.0 BCG matrix
7.0 Marketing mix
8.0 Implementation plan
9.0 Control mechanism
10.0Conclusion
1.0 Executive summary
Bosch Group is the leading global supplier of technology and services ,in the area of automotive and industrial technology ...view middle of the document...

In conclusion ways to implement these strategies where also discussed.
2.0 The Company Background
Bosch has been active in the United Kingdom since 1898, when Robert Bosch opened his first overseas office in London. Nine years later the Bosch Magneto Company Limited was founded with premises just off London’s Oxford Street. These beginnings have laid the foundations for a long-term business strategy in the UK, resulting in Bosch’s position as one of the UK’s largest European investors, in addition to being a significant manufacturer and exporter. 
The UK headquarters is based in Denham, Buckinghamshire, and houses the majority of Bosch’s sales and distribution activities in the UK. Bosch in the UK employs around 5,000 people with other major facilities in St Neots (headquarters of Bosch Rexroth), Worcester (Worcester, Bosch Group), Stowmarket, Suffolk (Bosch Lawn and Garden Ltd) and Glenrothes in Scotland (Bosch Rexroth, manufacturing plant of hydraulics). Bosch and Siemens Home Appliances Ltd (BSH Ltd), a 50/50 joint venture between Bosch and Siemens, is based in Milton Keynes.
The Bosch Group is a leading global supplier of technology and services. In the areas of automotive and industrial technology, consumer goods, and building technology, some 275,000 associates generated sales of 38.2 billion Euros in fiscal 2009. The Bosch Group comprises Robert Bosch GmbH and its more than 300 subsidiaries and regional companies in over 60 countries. If its sales and service partners are included, then Bosch is represented in roughly 150 countries. This worldwide development, manufacturing, and sales network is the foundation for further growth. Each year, Bosch spends more than 3.5 billion Euros for research and development, and applies for some 3,000 patents worldwide.
3.0 Situation analysis
4.1 Porters five forces analysis
The porters Five forces analysis helps the marketer to contrast a competitive environment. It has similarities with other tools for environmental audit, such as PESTEL analysis, but tends to focus on the single, stand alone, business or SBU (Strategic Business Unit) rather than a single product or range of products.
Five forces analysis looks at five key areas namely the threat of entry, the power of buyers, the power of suppliers, the threat of substitutes, and competitive rivalry to analyse the industrial competitiveness of Bosch group.
FACTOR | LEVEL OF IMPACT | SUPPORTING POINTS |
THREAT OF NEW ENTRANTS | MEDIUM | 1. An established brand, Key player in white goods industry 2. BOSCH promotes development of innovative technologies and Invests heavily in R&D In regards to the uk and Eu energy saving policy. 3. Access to distribution channels 4. Capital requirements 5. Absolute cost advantage 6. Economies of scale 7. Loyalty due to longevity and high quality. Low buyer propensity 8. Economies of scope. B2B and B2C. 9. Slow industry growth 10. Proprietary learning curve |
RIVALRY AMONG EXISTING FIRMS | HIGH...

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