The Slovenia Times

BSH Hišni aparti in Adriatic East Region



Value for money

BSH Hišni aparati are responsible for Adriatic-East region which includes Slovenia, Croatia, Serbia, Kosovo, Montenegro, Macedonia, Bosnia and Herzegovina, Albania and Bulgaria. Company brands portfolio are Bosch, Siemens and Gaggenau. The company has established three subsidiaries: the first one in Croatia being in operations since 2007; the second one in Serbia being in operations since October 2008; and the third one in Bulgaria in operations since March 2011. The number of employees has already exceeded 1,100. In 2010 generated revenues was EUR 271,1m which was 12 percent more than in 2009. Good trend is continuing also in year 2011. Results show the company is 26 percent above previous year. Considering these figures, estimation of marketing based on 'value for money' principle and the sales growth strategy being implemented in the entire Adriatic-East region is successful. Also, in all markets the company increased its market share. Despite the continuing global economic recession business activities are in expansion as well as investment in the entire region which come up to EUR 13,6m. Most of them are investments into production, R&D and recruitment of new employees (particularly in the field of development, technology, sales and some other expertise). One of the most important investments is starting a new range of Bosch fully automatic coffee machines, stick mixer and hand mixer. With this the company will concentrate on the three pillars: "fully automatic coffee machines" , "Tassimo" and " motorical appliances" such as kitchen machines or stick mixer for example. The company produced over 6,5 million appliances in 2010, which represents almost 1 million more appliances than in 2009. For the year 2011, plans are even higher, not so much in terms of quantitative increase in production as of particular, focusing on devices with higher added value.

Sustainable development

Long-term business strategy is focused to expand sales and marketing on the principle of sustainable development. In the following years BSH Hišni aparati will launch several new products in the segment of small motor appliances and also extend and strengthen its competence in the segment of coffee and hot beverage appliances. This will greatly strengthen the company's position within the BSH Group and on the market and make it the only development and production centre in Europe for both product groups at the same time - for small motor-driven food-preparation appliances as well as for fully automatic coffee machines. On this basis, the share of products, younger than three years, in their production range will increase from the current 45 percent to 60 percent. Also the total production quantity will grow, and the structure of production assortment will change in favour of more sophisticated and higher value-added products. This all goes hand in hand with providing greater opportunities for employment of technical experts (due to very intensive employment in the period from 2007 to 2010, the number of employees increased by nearly 450, of which more than 80 were technical experts) , but also improving the prospects for cooperation with different R & D institutions. "BSH Hišni aparati, are willing and prepared to take an active role in establishing some kind of 'dual-system' education, offering and combining valuable practical knowledge and expertise with theoretical knowledge from institutions and so help to further improve the level of technical education and quality of workforce in the region," stated Rudolf Klötscher, CEO of BSH Hišni aparati.


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