With a population of more than
600 million, Southeast Asia offers the Bosch Group excellent business
opportunities. The leading global provider of technology and services is
present in all ten ASEAN member countries and is continuously expanding
its activities. "Southeast Asia is an important region for the Bosch
Group," said Peter Tyroller, the member of the Bosch board of management
responsible for Asia Pacific. "To support growth in the region, we are
planning to invest around 80 million euros in Southeast Asia this year."
In the first half of 2016, Bosch opened new offices in the Philippines
and Indonesia with the aim of being closer to its customers. The company
is also strengthening its manufacturing capacity in the region and plans
to expand its Mobility Solutions plants in Malaysia and Vietnam.
Additionally, a new plant in Thailand is planned. In the past ten years,
Bosch has invested almost 500 million euros in the expansion of its
manufacturing and development locations in Southeast Asia.
Southeast Asia offers Bosch a broad range of opportunities
In 2015, Bosch achieved sales growth of 12 percent in Southeast Asia,
generating sales of more than 780 million euros. The company also expects
positive development in the current year, despite partially volatile
economic development in some of the ASEAN markets. In the first half of
the year, business in the Philippines, Thailand, and Vietnam developed
well. There are many factors in the region that bring forth opportunities
for Bosch: these include its large and young population, the growing
purchasing power of the middle class, increasing demand for
infrastructure, urbanization, and the need to conserve natural resources.
The company also sees potential in the area of connectivity and the
Internet of Things (IoT) in Southeast Asia.
Strong local presence
Bosch has been present in Southeast Asia since 1919. Today, the company
employs more than 6,800 associates in Singapore, Malaysia, the
Philippines, Indonesia, Thailand, Vietnam, Brunei, Cambodia, Laos, and
Myanmar. In the coming years, the workforce is expected to keep growing.
The company has manufactured locally for more than 20 years and currently
has seven plants in the region. In Malaysia, for example, Bosch
manufactures power tools, products for the Car Multimedia division, and
steering systems. The Bosch plant in Vietnam produces variable
transmissions belts for automatic drive systems. In Thailand, Bosch
manufactures washing machines, wipers, and gasoline systems. Southeast
Asia is also becoming increasingly important for the Bosch Group's global
R&D network. The company has had development activities in Singapore,
Vietnam, Thailand, and Malaysia for several years already.
Since 2010, Bosch has operated its first software development center in
Southeast Asia in Ho Chi Minh City, Vietnam. Among other things,
engineers at the center work on software solutions for the Internet of
Things. This makes Bosch an increasingly important software employer in
the region. In Vietnam, Thailand, and Malaysia, the company has
implemented the German concept of dual education.
Strengthening of the brand: "We help make a difference"
Besides expanding its regional presence, Bosch is also strengthening its
brand communication in Southeast Asia. The first international corporate
campaign has been launched in the growth region, with marketing and PR
activities on different channels. The aim is to raise awareness about
Bosch in the ASEAN member states -- especially in emerging markets such
as Indonesia, Vietnam, Cambodia, Laos, and Myanmar. In fact, Bosch is
still largely seen as a manufacturer of power tools in the region. The
campaign aims to show that Bosch also offers technologies in many other
areas that can improve quality of life, among them automotive parts such
as spark plugs, wipers, batteries, brakes, and driver assistance systems
that make driving safer and more comfortable. Other examples include
hydraulic systems for marine engineering that support the progress of
local industry, and power tools that contribute to better quality in the
building sector. Packaging technology keeps foods and beverages fresh,
even in high temperatures.
The theme of the campaign is "We help make a difference". In the dynamic
growth region, Bosch is working to develop and offer technology that is
tailored to the needs of the local market. In some instances, these
solutions are available at a lower cost and meet different specifications.
Watch the video on the Bosch campaign "We help make a difference" on
The Bosch Group is a leading global supplier of technology and services.
It employs roughly 375,000 associates worldwide (as of December 31,
2015). The company generated sales of 70.6 billion euros in 2015. Its
operations are divided into four business sectors: Mobility Solutions,
Industrial Technology, Consumer Goods, and Energy and Building
Technology. The Bosch Group comprises Robert Bosch GmbH and its roughly
440 subsidiaries and regional companies in some 60 countries. Including
sales and service partners, Bosch's global manufacturing and sales
network covers some 150 countries. The basis for the company's future
growth is its innovative strength. Bosch employs 55,800 associates in
research and development at 118 locations across the globe. The Bosch
Group's strategic objective is to deliver innovations for a connected
life. Bosch improves quality of life worldwide with products and services
that are innovative and spark enthusiasm. In short, Bosch creates
technology that is "Invented for life."
The company was set up in Stuttgart in 1886 by Robert Bosch (1861-1942)
as "Workshop for Precision Mechanics and Electrical Engineering." The
special ownership structure of Robert Bosch GmbH guarantees the
entrepreneurial freedom of the Bosch Group, making it possible for the
company to plan over the long term and to undertake significant up-front
investments in the safeguarding of its future. Ninety-two percent of the
share capital of Robert Bosch GmbH is held by Robert Bosch Stiftung GmbH,
a charitable foundation. The majority of voting rights are held by Robert
Bosch Industrietreuhand KG, an industrial trust. The entrepreneurial
ownership functions are carried out by the trust. The remaining shares
are held by the Bosch family and by Robert Bosch GmbH.
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