C/M/511. Master's Dissertation + Proposal. Strategic Marketing at Bosch

This dissertation is aiming to examine strategic marketing of a hand and power tool company Ï Bosch. The research also measures the perception and attitude of the target markets toward Bosch's products in order to plan, develop and improve marketing strategy of Bosch. The study adopts focus group interview by inviting target customers of Bosch to participate in the fieldwork. The participants are male aged between 30 and 40 years old living in Eat London area. The analysis of the study is in descriptive pattern. The research result shows that there is a relationship between perception and buying behavior. The factors that have impact on consumers' perception are self-image, brand knowledge, band familiarity, price, advertising, display, international brand, packaging, quality of products, and product variety. SWOT analysis, Ansoff's Intensive strategy, Porter's Generic strategy, Marketing Mix and other strategic management models have been used. The recommendation and further study topics have been discussed.