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Task 2: The Primary / Secondary Customers

Bosch Power Tools is a division of Bosch Group, one of the world's leading providers of power tools. It generates over 85% of its €4.5 billion annual sales outside of Germany. Primary customers include professionals and home users, while secondary customers for professionals are procurement people and for home users are friends and family. Key trends in the power tools market include demand for cordless tools and innovations in DIY tools. Bosch tools are known for their high quality but also higher prices. Strengths include its strong brand and innovations while weaknesses are prices and low social media engagement.

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Anshul Goswami
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414 views

Task 2: The Primary / Secondary Customers

Bosch Power Tools is a division of Bosch Group, one of the world's leading providers of power tools. It generates over 85% of its €4.5 billion annual sales outside of Germany. Primary customers include professionals and home users, while secondary customers for professionals are procurement people and for home users are friends and family. Key trends in the power tools market include demand for cordless tools and innovations in DIY tools. Bosch tools are known for their high quality but also higher prices. Strengths include its strong brand and innovations while weaknesses are prices and low social media engagement.

Uploaded by

Anshul Goswami
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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TASK 2

 BOSCH POWER TOOLS


- The Bosch Group is active worldwide in automotive technologies, industrial
technology, consumer goods and building technologies, spread over three
main sectors and 15 sub-sectors.
- The Bosch Power Tools, a division of the Bosch Group, is one of the world’s
leading providers for power tools, power tool accessories and measuring
tools. In 2016, its roughly 20,000 associates generated sales of 4.5 billion
euros, about 85 percent of which outside of Germany. The core success
factors are innovative strength and pace of innovation. The division
generated about one third of its sales in 2016 with products that have been
on the market for less than two years.
-
 THE PRIMARY / SECONDARY CUSTOMERS
Primary customers: There are mainly two groups of primary customers for Bosch
power tools. The professionals and the home-users (Do it yourself group). Bosch
has special focus on both groups. The marketing strategy would be different. The
professionals need strong and heavy tools as it is their job to work with these
tools. The cordless tools trends are their favorite. The home-users need lighter,
easy-to-use tools as they may use their tools once in a while and they shouldn’t
have difficulty using the tools.

Secondary customers: For the professionals, the procurement people are the
secondary customers. They influence the professional’s decisions by providing
their own interests. The easier the purchasing process, the more satisfied the
procurement people would be. For the home-users, their friends, their family and
in some cases the salesmen are the secondary customers.

 TRENDS AMONG THE PRIMARY/SECONDARY CUSTOMERS


The top trends mentioned in the power tools market are:
1.Product Innovation and After-Sales Service to be the Key Drivers to Success

2.Demand for Cordless Power Tools to Outpace that of Corded Ones

3.Innovations in Do-It-Yourself Tools to Drive Consumer Demand

 EXISTING PERCEPTIONS OF THE BOSCH POWER TOOLS


Bosch power tools are the professionals' first choice as long as I can remember.
My father would never think twice about buying a Bosch power tool. Bosch’s
products are also very well made with high quality. All my father’s Bosch
collection still work fine like the first day. The fact about Bosch tools is that they
cost more than their competitors and the fee can be a draw back when it comes
to home-use.

 SWOT ANALYSIS OF THE BRAND


Here is a SWOT analysis of the Bosch brand:

Strengths Weaknesses

1- Strong brand name 1- Product prices


2- High quality products 2- Low social media
3- Innovations engagement

Opportunities Threats

1- Use of E-Commerce 1- Changes in the industry


2- Digital marketing channels 2- Millennials

 ASSUMPTIONS REGARDING OVERLAPS BETWEEN BOSCH


AND BOSCH POWER TOOLS
- One of the most powerful branches of Bosch group is its power tools and
the brand is mostly known for these products. The main characteristic of
Bosch products is their high quality.

BOSCH'S POWER TOOLS ONLINE PRESENCE


Bosch Power tools Google search trends reveals the following:

- Most search queries are from these locations: Illinois, New York, Oregon,
California, Texas

According to Alexa, their website trends are as followed:

- 49% of the traffic comes from US, then 6.5% from Canada, 3.3% from India and
2.8 from Australia.

- Website Bounce Rate is about 47.10%, Daily Page views per Visitor are 3, and
Daily Time on Site is 2:51.

- 46.4% of the visits come from Google search engine, 3.2% from amazon.com,
and 2.3% from YouTube.com

Bosch Power tools on Instagram has 88.7K followers, each photo post has about
500-1000 likes, each video post has about 1500-3000 views.

Bosch Power tools on Facebook has only 7K likes and each post has about 80-120
likes and 2-4 shares.

Bosch Power tools on LinkedIn has about 7K followers and each post has about 50
likes. There are 1480 people who demand to be Bosch Power tools employees.

Bosch Power tools channel on YouTube has 7K subscribers. Video views differ
from 1K to 9K views.

Bosch Power tools on Twitter has 32K followers with about 5K tweets. Each tweet
has been retweeted at least 2 times.

Bosch Power tools on Google+ has 1069 followers with only 2 posts.
Total Words: 693

 REFERENCES
- http://www.bosch-pt.com/gb/en/company/the-bosch-power-tools-
division/the-bosch-power-tools-division.html
- https://www.quora.com/What-will-be-the-trends-in-Power-Tools-
Market-in-upcoming-years
- https://trends.google.com/trends/explore?geo=US&q=Bosch%20Power
%20Tools
- https://www.alexa.com/siteinfo/boschtools.com

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