Research On Market Competition Strategy Of "Bosch Car Multimedia"

At present, China automotive parts industry is undergoing a significant period of evolution. And car multimedia market is one of the market segment in automotive parts which is under rapid development. As a member of car multimedia industry, Bosch Car Multimedia division(called “Bosch CM” for short) is facing both opportunities and challenges.In this paper, it takes Bosch CM reality as the beginning, uses market competition theory as the foundation and takes models of PEST analysis, Porter’s five forces model & SWOT models as the analysis tools. Based on the comprehensive analysis of Bosch CM internal & external environment, it becomes clear to see the strength and weakness of Bosch CM, as well as the opportunities and challenges they are facing.With the evaluation of Bosch CM existing differentiation strategy & centralization strategy, this paper tries to find out its deficiencies, analyses the reasons and puts forward the corresponding improvement measures. Specific measures include:(1) Market segmentation, multi brand & multi product level strategy,(2) Enhancement of cost optimization strategy,(3) Improvement of the low cost distribution system and the development of after-sales market,(4) New products development & consumer guidance,(5) Active occupation & expansion of the niche market.