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The Americas Region: Difference between revisions
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BSH | BSH<ref>BSH was founded in 1967 as Bosch-Siemens Hausgeräte GmbH - BSHG for short. In 1998, the name was changed to BSH Bosch und Siemens Hausgeräte GmbH, with the short form BSH. Since the sale of the Siemens shares in BSH to Robert Bosch GmbH the company’s name is now BSH Hausgeräte GmbH, but still BSH for short.</ref> has been active in North and South America since the 1990s. Dishwashers produced by BSH Hausgeräte GmbH were already being distributed in North America from 1991 under the Bosch brand.<ref>Bosch Corporate Archives, BZI06_06_D_Artikel_Umwelt, Bosch Zünder 2006/3, page 6.</ref> 1995 ruft die BSHG zum „Aufbruch zur Weltspitze“ aus.<ref>According to CEO Dr. Herbert Wörner. inform 1995/3, page 2.</ref> A pure sales role in North America, however, was no longer enough. The U.S. had one of the largest domestic markets in the world – and the largest individual market for home appliances.<ref>BSH Corporate Archives, A05-0020, inform 1997/3, page 4.</ref> In 1996, BSHG established a dishwasher factory in New Bern, North Carolina, which extended over an area of 12,000 square meters.<ref>BSH Corporate Archives, A05-0020, inform 1997/2, page 33.</ref> However, North America is not the only one of the regions in which BSH wants to be more represented, but also in South America. | ||
"As a leading manufacturer of electrotechnical consumer durables, BSHG has a clear objective to continue expanding its excellent market position in the coming years," explained CEO Dr. Herbert Wörner in 1995.<ref>BSH Corporate Archives, A05-0018, inform 1995/5, page 2.</ref> | |||
Greater emphasis was placed on South America in the 1990s during this phase of internationalization at BSH<ref>BSH was founded in 1967 as Bosch-Siemens Hausgeräte GmbH - BSHG for short. In 1998, the name was changed to BSH Bosch und Siemens Hausgeräte GmbH, with the short form BSH. Since the sale of the Siemens shares in BSH to Robert Bosch GmbH the company’s name is now BSH Hausgeräte GmbH, but still BSH for short.</ref>. One of the reasons for this was the high growth rates in the regions of Eastern Europe, large parts of Asia and even South America, which contrasted with the increasingly saturated markets in Western Europe.<ref>BSH Corporate Archives, A01-0013, Business Report 1995, page 4.</ref> | |||
=== North America === | === North America === | ||
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===== Financial crisis and renewed growth ===== | ===== Financial crisis and renewed growth ===== | ||
Triggered by the crisis in real-estate in the U.S., the North American market suffered a considerable setback in the years that followed. The investments in modern locations and the consumer trust gained through high-quality and environmentally-friendly products now paid off. Despite the unchanging situation on the financial market, BSH was able to increase its revenue in North America again in 2010 and even gain market share. From here on, BSH concentrated especially on its business in the premium and luxury segment in this region.<ref>BSH Corporate Archives, A05-0034, inform 2011/1, page 5.</ref> The steadily rising demand in this segment translated to a growth in revenue of 26 percent in the North American region in 2015.<ref>BSH Press Release on 12.04.2016. <nowiki>https://www.bsh-group.com/laender/us/index.php?showPI&y=&pm=150680</nowiki></ref> | Triggered by the crisis in real-estate in the U.S., the North American market suffered a considerable setback in the years that followed. The investments in modern locations and the consumer trust gained through high-quality and environmentally-friendly products now paid off. Despite the unchanging situation on the financial market, BSH was able to increase its revenue in North America again in 2010 and even gain market share. From here on, BSH concentrated especially on its business in the premium and luxury segment in this region.<ref>BSH Corporate Archives, A05-0034, inform 2011/1, page 5.</ref> The steadily rising demand in this segment translated to a growth in revenue of 26 percent in the North American region in 2015.<ref>BSH Press Release on 12.04.2016. <nowiki>https://www.bsh-group.com/laender/us/index.php?showPI&y=&pm=150680</nowiki></ref> | ||
=== South America === | |||
=====Brazil as a starting point===== | |||
The company chose Brazil initially as a base for further expanding the market in South America. With a population of 160 million people at the time, Brazil was the largest and strongest growing market in Latin America in the mid-1990s with a turnover of 587 million deutschmarks in 1995.<ref>BSH Corporate Archives, A05-0019, inform 1996/1, page 4.</ref> Continental 2001 S/A was not only the leading home appliances manufacturer in Brazil for decades, it was also a strong brand. BHSG therefore acquired a majority share in Continental in 1994, a move that would decide the company's fate for the next 15 years.<ref>40 Jahre BSH – Eine Chronik, Munich 2007, page 80. Continental was sold again in 2009.</ref> | |||
BSH used Continental as a launching pad for its Bosch and Siemens brands in South America.<ref>BSH Corporate Archives, A05-0019, inform 1996/2, page 6.</ref> The company exported to the most important countries on the continent – including Mexico, Peru, Paraguay, Argentina, Chile, Colombia and Bolivia.<ref>BSH Corporate Archives, F-BSH-001, 40 Jahre BSH – Eine Chronik, Munich 2007, page 80. BSH Corporate Archives, A05-0018, inform 1995/3, page 3.</ref> | |||
=====Spotlight on Cono Sur, the Southern Cone===== | |||
Having acquired a majority shareholding in Continental in 1995, BSH focused increasingly on expanding its own export activities in other countries in Latin America. One promising option that came to light following examination of the different opportunities in Argentina, Chile and Peru was a cooperation with the tradition-steeped home appliances manufacturer Coldex S.A based in Peru. | |||
Coldex had been in existence since 1964.<ref>BSH Corporate Archives, A05-0034, inform 2011/4, page 14.</ref> On the look-out for a successor solution, the previous owner approached BSH with an offer of a 60 percent shareholding. The manufacturer of refrigerators and gas cookers based in Lima was already being supplied for many years by Continental with components for gas cooker production. BSH acquired a 100 percent stake in Coldex S.A. in 1996.<ref>BSH Corporate Archives: Folder 3 Tochtermann BSH Historie: Entwurf an die Gesellschafterdelegation der BSHG, 12.08.1996: Ausbau unseres Geschäfts in Lateinamerika, page 3, 4.</ref> The company held a 30 percent share of the cooker market in 1996/1997 and an incredible 60 percent share of the refrigerator market in Peru, but scarcely capitalized on its export opportunities. This was the starting point for BSH as it began supplying home appliances from 1997 to the Andean region, Central America and the Caribbean, something that to date had only been possible to a limited extent from Brazil.<ref>BSH Corporate Archives, A05-0020, inform 1997/1, page 41.</ref> BSH therefore already succeeded in the first year in exporting 30 percent of the appliances produced by Coldex.<ref>BSH Corporate Archives, A05-0021, inform 1998/1, page 40.</ref> | |||
The company began marketing Bosch as a premium brand in Peru in 1999 – while the Coldex brand was aimed at consumers in the middle income bracket thanks to its attractive price/performance ratio.<ref>BSH Corporate Archives, A05-0034, inform 2011/4, page 14.</ref> | |||
=====From Brazil to Chile===== | |||
BSH sold Continental to the Mexican company Exinmex S.A. de C.V. in 2009<ref>BSH Corporate Archives, A05-0032, inform 2009/3, September, page 11. BSH Corporate Archives, A01-0027, Business Report 2009, page 49.</ref>, though this in no way indicated a waning of interest in South America. Coldex continued to belong to the BSH family. BSH made the decision in 2010 to become active in Chile and founded a sales organization there as a branch office of BSH Peru.<ref>BSH Corporate Archives, A05-0034, inform 2011/4, page 14.</ref> The Casa Bosch, as it was known, in the capital Santiago offered sales and showroom space for training and exclusive events. | |||
== Notes == | == Notes == | ||