Thailand Propelling Growth for Bosch in Southeast Asia

For the second year in a row, Thailand was No.1 in Southeast Asian sales for Robert Bosch Pte.

Thailand posted the highest growth for the manufacturer in the region in 2011, accounting for 40% of total sales amounting to 23 billion baht, said Martin Hayes, the president and managing director of the regional office in Singapore.

Bosch has business operations in Thailand, Singapore, Malaysia, the Philippines, Vietnam, Laos, Cambodia and Indonesia.

The German company has eight manufacturing sites in Southeast Asia, with the newest for packaging technology located in Thailand.

Bosch has been in Thailand for 90 years, initially through authorised distributors. It generated local sales of 8.9 billion baht last year, up by 25% from 2010.

Double-digit revenue growth occurred each year from 2008 (10%) to 2010 (26%), said Peter Vandlik, the managing director of Robert Bosch Thailand.

The biggest contributor of sales for Bosch in Thailand last year was the power tools business, accounting for 40%, followed by the automotive aftermarket and automotive technology (20%) and security systems (nearly 20%).

"With such strong growth momentum, Thailand will continue to be a key driving force for Robert Bosch in Southeast Asia," said Mr Hayes.

Mr Vandlik said the strong growth Bosch achieved in 2011 was due to the continued build-up of innovative strength as well as the success of branding and marketing activities.

"In 2012, we'll maintain our strategy to boost our investments and increase the local presence of our business divisions so as to deepen the roots for sustainable development in Thailand," he said.

To increase its presence in Thailand further, Bosch Packaging Technology has built a 110-million-baht manufacturing plant in Chon Buri's Amata Nakorn Industrial Estate.

The plant, Bosch's third in Thailand after ones for automotive original equipment and home appliances, will deliver its first machines for the confectionery, pharmaceutical and food industries to customers in Southeast Asia.

"The new manufacturing site will add to our competitive edge in offering a wider range of products and services for the regional market and will ready us for future market growth, especially with the establishment of the Asean Economic Community in 2015," said Mr Vandlik.

Mr Hayes said the firm will set up a representative office in Vientiane this month, to be managed by Bosch in Thailand.

The Lao office will help Bosch enhance its business operations in the country and offer a higher level of support to local customers.

The automotive aftermarket, power tools and security systems divisions will be the pioneer business fields of Bosch in Laos.