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Bosch eyes larger share in Thailand |
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Bosch has segmented its automotive aftermarket group strategy to expand its market share this year. The product segmentation enables Bosch customers to choose the products suitable for their car engine performance, said Yingyuad Whangprayoat, general manager of Robert Bosch Ltd's automotive aftermarket division. Bosch products are divided into three groups: standard, premium and super premium. Products in grey packages are standard, blue are premium, and black are super premium. Spark plugs, windshield wipers and car batteries were selected as the pilot products under the product segmentation. In addition, the varieties of brake pads and oil filters were increased to give consumers more choice. ''We are confident about our prospects for the current year in the automotive aftermarket and will be able to maintain our sales target this year of double digit growth, especially when we focus on marketing under the new segmentation,'' said Mr. Yingyuad. He said the company would start renovating the Bosch service network this year as part of the restructuring. The same standard facade of Bosch service outlets would be seen when the renovation plan is completed. Bosch would absorb the renovation expenses while strategic partners would be responsible for buying modern equipment and tools, especially software upgrades to fit the new technology in modern vehicles. Bosch also aims to use parts that have the same standard worldwide in its Bosch service workshops to provide vehicles with a longer lifetime. Bosch runs 120 gasoline and diesel workshops nationwide providing a wide range of services including inspection, diagnosis, maintenance and general mechanical repairs for the ignition system, braking systems, fuel injection systems, electrical and electronic systems, and diesel vehicle servicing. Each workshop is managed by a proprietor who is a Bosch strategic partner.
Robert
Bosch is a sales subsidiary of the Bosch Group. Established in 1991, the
company is mainly responsible for the marketing and distribution of
Bosch automotive spare parts, power tools, security systems as well as
Blaupunkt car multimedia in Thailand.
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Bangkok Post, 01.06.2008 |
