2010 award winner, the Robert Bosch GmbH from Stuttgart, surely is the best example of a market-oriented company. The Bosch group is an internationally leading technology company and services provider comprising a staff of 275,000 and a turnover of more than 38 billion euros in 2009.
The diverse products and services from the company sectors such as automotive and industrial technology, as well as consumer goods and building technology, are linked by the demand for developing and commercialising useful and sustainable solutions.

This is clearly expressed by the company’s slogan “Technology for life” and, at the same time, the strategic leitmotiv of the company, as it holds together the wide range of activities by maintaining their diversity. Annual investments in research and development of more than 3.5 billion euros underline the ambition to further foster the outstanding position of Bosch target-orientedly, especially in the increasingly important sphere of products sparing the environment and the natural resources.

“At Bosch, the innovative capacity is a decisive success factor, as we are convinced that the answers to important future issues have to be given, in the first place, through technological solutions”, says Kai Peters, head of the brand management and marketing communication division. “Recognising early the relevant market developments, the regionally differentiated development of offers combined with a long-term staying power at the implementing process are surely the key features of Bosch’s market orientation”, Kai Paters continues.

2010 award winner, the Robert Bosch GmbH from Stuttgart, surely is the best example of a market-oriented company. The Bosch group is an internationally leading technology company and services provider comprising a staff of 275,000 and a turnover of more than 38 billion euros in 2009.
The diverse products and services from the company sectors such as automotive and industrial technology, as well as consumer goods and building technology, are linked by the demand for developing and commercialising useful and sustainable solutions.

This is clearly expressed by the company’s slogan “Technology for life” and, at the same time, the strategic leitmotiv of the company, as it holds together the wide range of activities by maintaining their diversity. Annual investments in research and development of more than 3.5 billion euros underline the ambition to further foster the outstanding position of Bosch target-orientedly, especially in the increasingly important sphere of products sparing the environment and the natural resources.

“At Bosch, the innovative capacity is a decisive success factor, as we are convinced that the answers to important future issues have to be given, in the first place, through technological solutions”, says Kai Peters, head of the brand management and marketing communication division. “Recognising early the relevant market developments, the regionally differentiated development of offers combined with a long-term staying power at the implementing process are surely the key features of Bosch’s market orientation”, Kai Paters continues.

2010 award winner, the Robert Bosch GmbH from Stuttgart, surely is the best example of a market-oriented company. The Bosch group is an internationally leading technology company and services provider comprising a staff of 275,000 and a turnover of more than 38 billion euros in 2009.
The diverse products and services from the company sectors such as automotive and industrial technology, as well as consumer goods and building technology, are linked by the demand for developing and commercialising useful and sustainable solutions.

This is clearly expressed by the company’s slogan “Technology for life” and, at the same time, the strategic leitmotiv of the company, as it holds together the wide range of activities by maintaining their diversity. Annual investments in research and development of more than 3.5 billion euros underline the ambition to further foster the outstanding position of Bosch target-orientedly, especially in the increasingly important sphere of products sparing the environment and the natural resources.

“At Bosch, the innovative capacity is a decisive success factor, as we are convinced that the answers to important future issues have to be given, in the first place, through technological solutions”, says Kai Peters, head of the brand management and marketing communication division. “Recognising early the relevant market developments, the regionally differentiated development of offers combined with a long-term staying power at the implementing process are surely the key features of Bosch’s market orientation”, Kai Paters continues.

2010 award winner, the Robert Bosch GmbH from Stuttgart, surely is the best example of a market-oriented company. The Bosch group is an internationally leading technology company and services provider comprising a staff of 275,000 and a turnover of more than 38 billion euros in 2009.
The diverse products and services from the company sectors such as automotive and industrial technology, as well as consumer goods and building technology, are linked by the demand for developing and commercialising useful and sustainable solutions.

This is clearly expressed by the company’s slogan “Technology for life” and, at the same time, the strategic leitmotiv of the company, as it holds together the wide range of activities by maintaining their diversity. Annual investments in research and development of more than 3.5 billion euros underline the ambition to further foster the outstanding position of Bosch target-orientedly, especially in the increasingly important sphere of products sparing the environment and the natural resources.

“At Bosch, the innovative capacity is a decisive success factor, as we are convinced that the answers to important future issues have to be given, in the first place, through technological solutions”, says Kai Peters, head of the brand management and marketing communication division. “Recognising early the relevant market developments, the regionally differentiated development of offers combined with a long-term staying power at the implementing process are surely the key features of Bosch’s market orientation”, Kai Paters continues.

2010 award winner, the Robert Bosch GmbH from Stuttgart, surely is the best example of a market-oriented company. The Bosch group is an internationally leading technology company and services provider comprising a staff of 275,000 and a turnover of more than 38 billion euros in 2009.
The diverse products and services from the company sectors such as automotive and industrial technology, as well as consumer goods and building technology, are linked by the demand for developing and commercialising useful and sustainable solutions.

This is clearly expressed by the company’s slogan “Technology for life” and, at the same time, the strategic leitmotiv of the company, as it holds together the wide range of activities by maintaining their diversity. Annual investments in research and development of more than 3.5 billion euros underline the ambition to further foster the outstanding position of Bosch target-orientedly, especially in the increasingly important sphere of products sparing the environment and the natural resources.

“At Bosch, the innovative capacity is a decisive success factor, as we are convinced that the answers to important future issues have to be given, in the first place, through technological solutions”, says Kai Peters, head of the brand management and marketing communication division. “Recognising early the relevant market developments, the regionally differentiated development of offers combined with a long-term staying power at the implementing process are surely the key features of Bosch’s market orientation”, Kai Paters continues.

Over three years ago, Volkswagen has redefined its overall brand concept and focused thereby on simplicity of the wording, the message and the vision. Innovative, intrinsic value and responsible are the key characteristics of the brand being orchestrated over all communication measures. The simplicity of the overall brand concept is also reflected by the unostentatious statement “The car”. “This claim is an entrepreneurial attitude. It is valid throughout the world. It stands for German engineering and is part of our identity and philosophy”, explains Jochen Sengpiehl, Executive Director of Volkswagen Marketing i.e. of the best market-oriented company now. According to Sengpiehl, this is, inter alia, a result of the perfect correlation between the overall brand concept and the company’s strategy. And its self-confident message is: “We want to be the most innovative volume manufacturer of the world!”

Front runner RATIONAL scores with clear focus on customer benefit. The company-wide uninterrupted process organisation increases market orientation and defines responsibilities. A clear brand marketing and sales strategy, as well as a regular comparison of the product developments with the market requirements raise the innovative power. Products such as the SelfCooking Center® demonstrate technological leadership as well as innovative power. Even the Queen is a RATIONAL fan. The Landsberg canteen kitchen professionals supply the palace and are allowed to decorate their high tech ovens with the Queen’s coat of arms.

The Kronach-based company founded in 1923 stands for individual flat TV system solutions. Dr Rainer Hecker, the chair of board, is responsible for marketing and sales. Besides the financial backing of the development partner Sharp, it was the focusing on positioning as a provider of premium quality and individuality for demanding customers (“The star is the product”) that led out of the crisis. The basis of the market orientation lies in concentrating on value-oriented branding that creates an attractive brand world ranging from the product over the communication to the specialised dealers. The central pivot is the cooperation with the specialised trade divided up into three categories with corresponding requirements each. The brand dealers in top locations including the “Loewe Gallery” are to set highlights and serve as lighthouses.