Farouk Esam

Digital Marketing Capstone,

Module 1, task 1

The Power Tools Division of the Bosch Group is the world market leader for power tools and
power tool accessories. The core success factors are dedicated associates and a furious pace
of innovation. Each year, Bosch launches more than 100 new power tools into the global
market.1

The Bosch Power Tools brand is a leader in power tool innovation, safety and performance.
Bosch power tools are favoured by professionals globally for their exceptional durability in
even the most rigorous conditions. Bosch Power Tools is the largest manufacturer of
cordless and corded power tools in the world. The power tools division of North America is
part of the global Bosch brand. Bosch Power Tools can be found at many fine retail and
industrial supply outlets across the US and Canada.2

As implied in one of Bosch’s Power Tool Branding YouTube video, Bosch’s primary customer
is the MRO construction worker who uses power tools as a part of their daily job.3 This group
demands high quality and ruggedness from a power tool that is also able to take a little
“abuse”. Bosch’s secondary audience is the construction manager/foreman who manages
those workers who use power tools at their site. Messaging to this secondary group focuses
on the quality and reliability aspects of Bosch power tools (i.e., mean time to repair/replace
the tool is much longer than competing brands), which minimizes the total cost of ownership
of the tool.

Both primary and secondary customers tend to increasingly leverage Bosch’s online
presence to further interact with the brand. Of particular interest to both groups is Bosch’s
power tool selection guide segmented by industry trade and application that is available on
their web site.4

The Mining.com web site posted an article on Bosch’s new North American Power
Tool web site launch.5 The article discusses how Bosch recognizes the move by
consumers and professionals to smartphones and tablets over desktop computers
and, in response to this trend, has revamped its website, debuting a more
responsive, mobile-friendly design along with a series of upgraded features.
 SWOT Analysis for Bosch6

Strengths Weaknesses
MULTINATIONAL PRESENCE 12V AND 18V LINEUPS NOT AS VAST AS OTHER
INNOVATIVE CULTURE BRAND
ECONOMIES OF SCALE PARENT COMPANY IMPLICATED IN VOLKSWAGEN
UNIQUE PRODUCTS EMISSIONS SCANDAL
TECHNOLOGY COST STRUCTURE
CUSTOMER LOYALTY WORK INEFFICIENCIES
BRAND NAME LACK OF SCALE
COST STRUCTURE
Opportunities Threats
BAD ECONOMY
INNOVATION INTENSE COMPETITION
NEW TECHNOLOGY GOVT REGULATIONS
EMERGING MARKETS CHANGE IN TASTES
NEW MARKETS POLITICAL RISK
NEW PRODUCTS SUBSTITUTE PRODUCTS
INTERNATIONAL EXPANSION
DIGITAL MARKETING AND MESSAGING CHINA DOMINATES THE GLOBAL POWER TOOLS
INFRASTRUCTURE INVESTMENT IN MARKET WITH PRICE ADVANTAGE
EMERGING ECONOMIES
ONLINE MARKET

One thing I assumed is that power tools is too big market to be included under a company
but it must a separated entity with its own team of managers, officers, etc. Also, in
answering these questions, I have assumed that the Bosch brand attributes
associated with product innovation, quality and reliability extend beyond power
tools and apply to all products and services under the Bosch “umbrella”.

According to SimilarWeb.com,7 the Bosch Power Tools web site

(www.boschtools.com) rank in the industrial goods and services category is 96. The site
received a total of 354.41K visits in June 2018. Average time spent on the site was around 3
minutes. Average number of page views was 3.46 and the bounce rate off of the site was
close to 53.97 percent. Most of the traffic comes from the United States by 48.46% of the
total visitors, followed by Canada 7.98% and United Kingdom 4.31%.

Bosch is active on several social platforms that help drive traffic to their web site.
However, the traffic derived from these sources was only 1.22 percent of the total
for June 2018. The biggest contributors were Facebook, followed by YouTube,
Facebook and Twitter.

1
About Us | Boschtools - Bosch Power Tools
2
Bosch Power Tools Brand
3
Bosch Power Tools Brand
4
Trade / Bosch Power Tools.
5
Bosch Power Tools North America launches new website -
MINING.com
6
Bosch Power Tools - SWOT Analysis SWOT Analysis - WikiWealth
7
Boschtools.com Analytics - Market Share Stats & Traffic Ranking

number of words used: 679