Robert Bosch penetrates new market
Robert Bosch Co has started aggressively penetrating the Bt400million local professionalsound market after taking over six brands from a Canadian company.
Bosch, which was already a strong player in security, conference organising and public announcement systems, will focus on approaching broadcasting companies, organisations related to critical communications, fixed installations like cinemas and mobileentertainment operators.
The business plan was set after the company settled into a new organisaŽtion, which is part of new management worldwide after Bosch's German head quarters acquired Telex Communications Holding two years ago.
The US$420million (Bt14.57 billion) acquisition brought the compaŽny six brands: ElectroVoice, Dynacord, Klark Teknik, Midas, RTS and Telex.
In Thailand, Telex has gradually transferred its management system, dealers and corporate customers to Bosch, which has formed a team to market the new brands to both the public and private sector and oversee aftersales service for all of the current brands.
The broadcasting segment consists of television channels, content providers, TV hosts and sound studios, while the critical communications organisations include the Defence Ministry, police, aviation centres and security companies.
Examples of fixed installations are theatres, shopping malls, entertainŽment complexes, hotels, hospitals and conference rooms. MobileentertainŽment characterises local and international concert organisers, soundequipment rental companies and exhibition organisers.
The professionalsound market is part of the Bt2billion entertainment equipment market.
Samarn Takort, general manager for security systems, sees a bright future for the local entertainmentequipment market, even though the country has experienced some economic and political hiccups.
The Constitution Court's removal of Samak Sundaravej from the premiership for violating the charter by hosting cooking shows has caused the company to revise this year's sales target, he said. Sales are currently split evenly between public and private customers.
The new Professional Sound Division is expected to contribute 20 per cent of Bosch's sales and help drive the company's growth into double digits. Last year, sales reached Bt1 billion.
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