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Consumer and competition mapping of Bosch in Akola region
Project at M/SVORA BROTHERS
Akola Region
Established in A Bosch Dealer Services Unit
Introduction To Organization
BOSCH is a German multinational engineering and electronics company headquartered in Gerlingen, near Stuttgart. It is the world's largest supplier of automotive components. The company was founded by Robert Bosch in Stuttgart in 1886.
Bosch's core products are automotive components (including brakes, controls,
electrical drives, electronics, fuel systems, generators, starter motors and steering systems), industrial products (including drives and controls, packaging technology and solar panels) and consumer goods and building products (including household appliances, power tools, security systems and thermo technology).
Bosch has more than 350 subsidiaries across over 60 countries and its products are
sold in around 150 countries. Bosch employs around 303,000 people and had revenues of approximately €51.4 billion in 2011. In 2010 it invested around €3.8 billion in research and development and applied for over 3,800 patents worldwide. In 2009 Bosch was the leader in terms of numbers of patents at the German Patent and Trade Mark Office (GPTO) with 3,213 patents.
In India, Bosch is a leading supplier of technology and services in the areas of
automotive and industrial technology, consumer goods and building technology. Additionally, Bosch also has in India, the largest development centre, outside Germany, for end to end engineering and technology solutions.
AWARDS
ACHIEVEMENTS February 1, 2012: Bosch Limited wins Car & Bike Award 2012 For “Best Automotive Component Manufacturer” Bosch Wins “Car & Bike” Award 2011 For “Best Automotive Component Manufacturer” (Receiving yet another glory in its 125th
Anniversary Year) Jan. 07, 2010: NDTV Car & Bike Award - ‘Automotive technology of the year’ (Antilock Braking System -‘ABS’) Feb. 20, 2009: NDTV Car & Bike Award – ‘Auto component manufacturer of the year 2009’ June 21, 2008: Business Standard Award ‘Star MNC of the year’ Jan. 10, 2008: NDTV Car & Bike Award - 'Car Technology of the year' Jan, 12, 2007: NDTV Profit Car & Bike Award 2007 – ‘Automotive Technology of the year' Jan. 4, 2007: CNBC-TV18 Auto car Auto Award – ‘Auto Component manufacturer of the year’ Aug. 17, 2006: Dun & Bradstreet American Express Corporate Award - ‘Top Indian company in the Auto Components sector
BOD BOARD OF DIRECTORS Dr. Albert Hieronimus
(Chairman) Bernhard Steinruecke
Director B. Muthuraman
(Director) Renu S. Karnad
(Director) Prasad Chandran
(Director) Dr. Bernd Bohr
(Director) V.K. Viswanathan
(Managing Director) Dr. Manfred Duernholz
(Joint Managing Director)r)
COMPETITORS IN AUTOMOBILE
COMPETITORS IN AUTOMOBILE Banco Products (India) Ltd. I P Rings Ltd. Menon Pistons Ltd. Rane Engine Valve Ltd. Triton Valves Ltd Delphi Lucas Indian Motors
SALES/ BRANCH OFFICES/PLANTSHead office
Bosch Ltd., Hosur Road, Adugodi, Bangalore - 30Phone No.: +91 80 4176 8058Fax: +91 80 2299 2724E-Mail: [email protected]:-•Jaipur •Nasik •Goa •Bangalore •Naganathpura
Sales/Branch Offices:-•Chandigarh and Panchkula•New Delhi and Ghaziabad •Lucknow•Indore •Raipur •Patna •Guwahati •Ranchi •Jamshedpur •Kolkata •Mumbai •Pune •Ahmadabad•Rajkot •Secunderabad •Chennai •Ernakulum
Product line
Auto Electrical Starter Motor Alternator
Batteries Belts
Wrapped Belts (Ordinary Belts) Cogged Auto Belts Ribbed V-Belts (Poly V-Belts)
Breaking system
Brake pads
Clutch plates and Cover assemblies Diesel Systems
Multi-cylinder Pumps – PE Distributor Pumps – VE Single-cylinder Pumps – PF New Generation Fuel Injection Systems The Distributor Type Injection Pump with Electronic Diesel Control (VE-EDC) Common Rail System (CRS) Unit Pump System (UPS) Unit Injector System (UIS)
Filters
Petrol Filters Diesel Filters Common Rail Filters Lub Oil Filters Air Filters Cabin Filters Active Carbon Cabin Filters
Gasoline Systems
Electric Fuel Pump & In-tank Module BOSCH Ignition Systems BOSCH Oxygen Sensors/ Lambda Sensors
Glow plugs
10.Horns
BOSCH Europa Horns: World-class super-tone horns BOSCH Europa Horns come in three variationsStandard Horn - 125 mm Decorative Ring Horn - 140 mm Grilled Horn - 140 mm BOSCH FC4 Horns Impact Horns 100 Dia Horn Compact Horns Symphony Fanfare Horn
Lighting
H4 – Bulbs H3 - Bulbs - Fog Bulbs H1 & H7 Bulbs MAX bulbs i 2 Bulbs, Stop & Tail , Miniature bulbs HS1 bulb
Lubricants
2T / 4T Engine OilMonograde / Multigrade Engine Oil Gear Oil
NATIONAL AND INTERNATIONAL IMAGE
1st LARGEST AUTOMOTIVE PRODUCT
MANUFACTRUER IN THE WORLD LARGEST PRIVATE AUTOMOTIVE PRODUCT
MANUFACTRUER IN INDIA LARGEST AUTOMOTIVE PRODUCT
MANUFACTRUER INDIAN STOCK EXCHANGES
PROMOTION/MARKETING STRATEGIES
PARTICIPATE IN AUTO SHOW. PROVIDE ADDITINOAL TRADE DISCOUNT
(RETAILER , DISTRIBUTOR) ADVERTISING IN AUTOMOTIVE MAGZINE. PRINT AND VIDEO ADVERTISING.
Promotion Event
SUPPLY CHAIN MANAGEMENT MANUFACTURER
AUTOMOBILE COMPANY
BRANCH OFFICE
MAIN DEALER
BOSCH DEALER SERVICES
RETAILERS RETAILERS
SWOT
Strength Market share. India Footprint. Promotions. Price gain Capability to continuously improvement Market Leader Recognized Globally Strong Brand Image Strong New Business Development team Skilled work force
Weaknesses Losing lead on technical expertise Price anxiety Responsiveness Vending and advertising Price Competition
OPPORTUNITY Latest technology and low-cost advantage Growth of Automobile industry Maintain enthusiasm and dedication Accomplish superior worth service Mutual trade needs to be survey Little dispersion level in urban. THREATS Duplication of part’s
OBJECTIVE OF THE PROJECT To know the position of the BOSCH in the market in terms of sales
as compare to competitors To understand the awareness of the retailers for the brand BOSCH Get the data about their average monthly sales for BOSCH and of
other competitors also To get experience of working in corporate To enhance our interpersonal skills. To know about working of Product sales.
To know how to tackle with retailers To understand the consumer behavior towards the product.
METHODOLOGY Hypothesis: BOSCH HAS THE MAJOR SHARE IN THE MARKET OF AKOLA REGION. BOSCH IS AVAILABLE AT ALL THE MAJOR RETAIL STORES IN AKOLA
REGION. OBJECTIVES KNOW THE SALES OF BOSCH IN AKOLA REGIONS KNOW THE AVERAGE SALES OF BOSCH COMPARE TO OTHER BRANDS IN
THE AKOLA REGION Data collection Primary data: The sources for primary data are the retailers of the
BOSCH the data is to be collected in the form of their average monthly sales of all the available Automotive Product. And the data is collected by visiting personally to the retail outlets. Through Questionnaire filed by the Retailer, Service Station And Customer .
ACTUAL WORK DONE
The given the task of data collection. My
work was to go and get the data from the Retailers, Service Station, Customer about their sales of the BOSCH Parts and Product . We needed to collect the data In terms of sales, Installed, Supply, and Service.
LEARNING
Communication skills to get the data from the retailers Time management Planning before going to work It helped us to know the corporate world and their work
Culture . It helped us to enhance our Interpersonal Skills. It helped us to know how to tackle with retailers and
customers.
PROJECT REVIEW
The theories and actual working are similar it is the implementation of what we learn in class rooms.
For example Interpersonal skills- The interpersonal skills were must while taking the order from retailers. Coordination – Coordination was a important part of the work with team members. Planning – Before going to retailers there must be proper planning about the areas and number of
outlets to be covered. Communication – it was necessary to communicate to the retailer when taking order . Team work – The task was completed in the teams there must be team work among the team
members. Promotion – we learn the promotional strategies which are applied by BOSCH. Supply chain – we got the insights in supply of the products by the distributers to the retailers and
the people involved in the process. The application of theory learned in a classroom is very different and the application of theory differs
from situation to situation.
SUGGESTIONS
The distributers must provide some kind of gift or promotional stuff to the retailers so that they can promote the product
The stock must be available Small outlets must be considered
important because they are the major source of sales of small parts.
The details of new schemes must be available to the dealer as any new scheme arrives.
RECOMMENDATIONS
It should expand its rural network coverage to widen its customer base.
Flexible pricing mechanism Need more customer attractions.