Market Strategy Study For Bosch Wall-hung Boilers In Chinese Market

Wall hung boilers industry has been developed in Chinese market for over10years. The current market size is up to1,000,000units, and the market is still growing by20-30%every year. It is a very competitive market and the competition is getting higher. Currently,30%high end market is dominated by more than10international brands while the rest low to end market dominated by over200hundreds local brands.In view of the Industry Life Cycle theory, wall-hung boilers industry is still under the growth period in China. In2000, the market was still dominated by international brands. However, in recent years, the domestic brands have been catching up. The local brands are very price competitive with decent quality level. Therefore local brands are very strong in middle and low end market.Currently, the growth in European markets is very slow, international brands have aimed higher growth in Chinese market to ensure total growth globally.It is very challenging task for Bosch to find a right marketing solution to secure high growth in Chinese market while maintaining its brand image and profitability.I try to analyze from market segmentation, information approach analysis of consumers and Company’s internal analysis, put forward some suggestions on the Boilers product positioning and relevant marketing strategy.