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1、Confidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | BeijingFranchise BCS W

2、orkshopBeijing December 4, 2012 1Confidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December

3、 4, 2012 | Beijing2AgendaOpening and Goal SettingAA/BUD-CN -/SWS-AP08:30 amProject Status and first ResultsAA/BUD-CN08:40 amInformation on potential SPX ImpactAA/SWS-AP08:50 amBrainstormingAll09:00 amTea BreakAll09:45 amPortfolio DefinitionAll10:00 amLunchAll01:00 amDeep-dive on Selected Topics All0

4、2:00 pmSign Project CharterAll05:00 pmConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | Dec

5、ember 4, 2012 | Beijing3AgendaOpening and Goal SettingAA/BUD-CN -/SWS-AP08:30 amProject Status and first ResultsAA/BUD-CN08:40 amInformation on potential SPX ImpactAA/SWS-AP08:50 amBrainstormingAll09:00 amTea BreakAll09:45 amPortfolio DefinitionAll10:00 amLunchAll01:00 amDeep-dive on Selected Topics

6、 All02:00 pmSign Project CharterAll05:00 pmConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS

7、| December 4, 2012 | Beijing4Opening and Goal SettingShare Information and Viewpoints on Franchise BCSIdentify main Topics and Issues that need to be tackledValidate Project Charter and define next StepsOverview of Workshop GoalsOpening and Goal SettingConfidential | AA/BUD-CN | December 04, 2012 |

8、Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.5Need for FranchiseEnsures more control and influenceAllows faster expansion of BCS network Gives strong

9、 lever against wholesalers and better control of value chainFirst nation-wide full service franchise concept, shape marketLegal FrameworkLegal framework today supports franchiseRequirement: Two company owned workshops in operation for at least one year before applicationDesign of franchise is specif

10、ied within contract1)1) e.g. scope of business, fees, terms and conditions of goods and services, and termination and liability agreementsBosch providesBrandBusiness ConceptControlKnow-HowProductsControl & InformationRevenuesFeesBCS providesFranchise BCS | December 4, 2012 | BeijingFranchise allows

11、faster expansion and increases control over the value chain 5Confidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rig

12、hts.Franchise BCS | December 4, 2012 | Beijing6Opening and Goal SettingQuality of OfferingsClear definition of services and requirementsProfessional documentation (manual)Quality standards and controlling1Brand Mgmt. Consistent brand provides recognition valueBrand positioning as major elementMutual

13、 dependency among involved parties2Innovation & Knowledge Mgmt.Top-down and bottom-up innovation activities have to be alignedContinuous information and knowledge sharing3Human Capital Mgmt.Continuous expansion and training of franchiseesClear rules and professionalism in recruiting franchiseesTrans

14、parency Network Mgmt.Active support (refining the systems, marketing, etc)Continuous improvement processUtilization of economies of scaleThe China FactorAdapt to local requirements and habitsRapid expansion to secure first mover advantageTight control of distributionEarly identification of relevant

15、trendsSource: Ahlert et al. (2005 & 2007), Taylor (2005), Shane & Spell (1998), Flocken & Loose (2005), Mohr & Speckmann (2002), PWC (2006), Roland Berger Strategy Consultants (2009) 4512124520146Franchise network devt. PlanTerritory analysis, demographic profilingPreparation of legal agreementAssoc

16、iated professional adviceProcess methodology and operations manualTraining and quality assuranceFranchise marketing materialsIT infrastructure (WMS, ordering)Parts purchase and distributionEmployment of staff 140 (2015) 400 (2020)7Confidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012

17、. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | BeijingFranchise model releases new service revenue streams by 2020 of up to 2 bn CNYInvest

18、ment Needs1) incl. Wholesaler and Bosch margins 2) 1Y: 25,000, 2Y: 75,000, 3Y: 100,000 CNY 3) Includes management, service, and marketing feesBusiness Case20162020Number of BCS2,5006,000Key Figures of Franchise Network (bn CNY)Total Turnover13.942.6Purchase Volume of Bosch Parts1)0.62.4Revenue Strea

19、ms for AA from ServicesRebates/markups from non Bosch parts (2%)0.10.3Joining Fees2)0.10.2Yearly Fees (3.5% of t/o)3)0.51.5Total Service Revenue Streams0.72.07Opening and Goal SettingConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any dispos

20、al, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing8AgendaOpening and Goal SettingAA/BUD-CN -/SWS-AP08:30 amProject Status and first ResultsAA/BUD-CN08:40 amInformation on potential S

21、PX ImpactAA/SWS-AP08:50 amBrainstormingAll09:00 amTea BreakAll09:45 amPortfolio DefinitionAll10:00 amLunchAll01:00 amDeep-dive on Selected Topics All02:00 pmSign Project CharterAll05:00 pmConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any d

22、isposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing9Project Status and first ResultsSelected Quotations from BCS Interviews“Its cheaper for me to buy BOSCH products from independ

23、ent market than from BOSCH”“The product variety of the BOSCH AD is too small ”“The technical trainings are ok, but we would be greatly interested in commercial trainings”“The scarcity of skilled technicians is a problem for us ”Confidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. A

24、ll rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing10Requirements Customer PerspectiveTop 10 Requirements1) on Garage ServicesOut of 45 As

25、pectsSource: M.K.S. 2012 “BOSCH Car Service Positioning & Customer Segmentation”Overall good value for moneyShort turnaround timeParts available at short noticeEmploy friendly staffDependable ServiceQuick Problem-SolvingTrustworthy partner in the long runWarranty on parts and workWorks without mista

26、kesAttend to me immediately after I come into the garageBe honest and not cheat on meOriginal partsPrepare a detailed quoteStick to the original quoteTotal: n=1000BCS Users: n=100Confidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal,

27、exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing11Unfulfilled Requirements Customer PerspectiveSelected Unfulfilled Requirements (n=45)Importance for Customer AspectsGarage TypeMean di

28、fferences: - 0.3 / - - up to 0.6 / - - - 0.6BCSOESIAMFast Fit1Dependable service-2Quick problem-solving-3Short turnaround time-4Trustworthy Partner in the long-run - - -5Warranty on Parts and Work - - -14Explain to me what was wrong - - -29Remind on repairs/maintenance to be done - - -32Low prices a

29、s well as special offers - - -34Be near to my home or workspace - - -44Pick up and collect service - - - - - -45Make a courtesy car available - - - - - - - -Source: M.K.S. 2012 “BOSCH Car Service Positioning & Customer Segmentation”Confidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 201

30、2. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing12AgendaOpening and Goal SettingAA/BUD-CN -/SWS-AP08:30 amProject Status and first

31、ResultsAA/BUD-CN08:40 amInformation on potential SPX ImpactAA/SWS-AP08:50 amBrainstormingAll09:00 amTea BreakAll09:45 amPortfolio DefinitionAll10:00 amLunchAll01:00 amDeep-dive on Selected Topics All02:00 pmSign Project CharterAll05:00 pmConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch Gm

32、bH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing13Information on potential SPX ImpactAA/SWS-APInput NeoConfidential | AA/BUD-

33、CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing14AgendaOpening and Goal SettingAA/BU

34、D-CN -/SWS-AP08:30 amProject Status and first ResultsAA/BUD-CN08:40 amInformation on potential SPX ImpactAA/SWS-AP08:50 amBrainstormingAll09:00 amTea BreakAll09:45 amPortfolio DefinitionAll10:00 amLunchAll01:00 amDeep-dive on Selected Topics All02:00 pmSign Project CharterAll05:00 pmConfidential | A

35、A/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing15BrainstormingWhat is most imp

36、ortant when implementing a franchised BCS network in China?Confidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property right

37、s.Franchise BCS | December 4, 2012 | Beijing16AgendaOpening and Goal SettingAA/BUD-CN -/SWS-AP08:30 amProject Status and first ResultsAA/BUD-CN08:40 amInformation on potential SPX ImpactAA/SWS-AP08:50 amBrainstormingAll09:00 amTea BreakAll09:45 amPortfolio DefinitionAll10:00 amLunchAll01:00 amDeep-d

38、ive on Selected Topics All02:00 pmSign Project CharterAll05:00 pmConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property

39、 rights.Franchise BCS | December 4, 2012 | Beijing17Portfolio Definition - ServicesOffer to mobility userBCS Point BCS StationBCS CenterBCS FlagshipEngine Diagnosis & repairYYYYBraking Diagnosis & repairYYYYExhaust Gas Analysis repairs mendYYYSuspension System Diagnosis, repair mendYYYAir-Condition

40、System Diagnosis and repair-YYYWheel Alignment Analysis -YYYTransmission system diagnosis ,repair-YYAssistant system Diagnosis -YYGeneral Maintenance YYYYBody Repairing -YYYPainting -YYTechnical Consulting YYYYCar beauty mend mend mendYTires (changing and balance) mend mend mendYUsed Car Appraisal a

41、nd WarrantytbdtbdtbdtbdOverview of BCS ServicesConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise

42、BCS | December 4, 2012 | Beijing18Portfolio Definition - ServicesProfit pool of AA market by Segment in China 1)CommentCar WashRegularSteam WashCar BeautyWaxingFilming CoatingMaintenance/Light RepairTotal Check-UpChange FiltersChange TyresHeavy RepairPaintingKey Parts (Engine, Transmission) repairAc

43、cident Repair507090020406080100103080Car Wash706050403020100Heavy Repair Maintenance/Light repairCar Beauty Gross margin(%)Market size (%)1): Not including refit/tuning and retail accessories segmentSource: A.T. Kearney 2011Confidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All r

44、ights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing19Portfolio Definition - ProductsOverview Bosch-Products Easy Parts 20111)CodeDescriptionRe

45、venue(mio. CNY)% ShareMKEEnergy 34.5032.73AA-BCBraking Components27.7026.28MKW1Wiper Blades12.5011.86AA-FIFilter10.279.74AA-SPSpark Plugs10.209.68MKGGasoline6.105.79MKW3Comfort Electronics2.702.56MKW2Lighting1.000.95AA-RMRotating Machines0.300.28RMRotating Machines0.100.09MKFFilter0.030.03Source: AA

46、/SCN WSC Confidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing20Port

47、folio Definition - ProductsWhen defining product portfolio, three factors should be taken into account,AvailabilityIs there a Bosch Product available?Is there a Strategic Partner Product available?Can we provide the product within short lead times?Price Can we offer a competitive pricing?QualityDoes

48、 product fulfil quality standards?RemarksConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS |

49、December 4, 2012 | Beijing21AgendaOpening and Goal SettingAA/BUD-CN -/SWS-AP08:30 amProject Status and first ResultsAA/BUD-CN08:40 amInformation on potential SPX ImpactAA/SWS-AP08:50 amBrainstormingAll09:00 amTea BreakAll09:45 amPortfolio DefinitionAll10:00 amLunchAll01:00 amDeep-dive on Selected To

50、pics All02:00 pmSign Project CharterAll05:00 pmConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise

51、BCS | December 4, 2012 | Beijing22Distribution ModuleFully IntegratedCPF and ADOutsourcedOverview Distribution ConceptsStatus QuoCPF responsible for purchasing of workshop partsLocal, company owned warehouses ensure availabilityCPF responsible for purchasing of certain % share of workshop partsAD an

52、d SD1) responsible for distribution3rd Party provider manages purchasing and distributionAD responsible for parts distribution to BCSPossible enhancement of assortment12341) Supplier DistributorConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding

53、 any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing23Portfolio Definition Fully IntegratedIllustrationComment1Supplier 1Supplier XSupplier 2(external) Distribution PartnerC

54、PFCorporate-owned WarehousesHigh Investments needed to set up infrastructure (e.g. warehouses)Significant negative impact on AD RevenueFull Control over BCS Value ChainStrong lever against suppliersMaximize Standardization within NetworkConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch Gmb

55、H 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing24Portfolio Definition CPF and ADIllustrationComment2Supplier 1Supplier XSuppl

56、ier 2CPFHigh dependency on AD and 3rd Party DistributorRisk of Dilution of CPF channelControl a large share of parts demandRemains certain level of flexibility Bosch ADSupplier ADAuto Parts MarketDefined Product Scope3rd Party DistributorConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch Gm

57、bH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing25Portfolio Definition OutsourcedIllustrationComment3Supplier 1Supplier XSupp

58、lier 23rd Party Purchasing CompanyHigh DependencyAvailability of possible partners is limitedSpecialized purchasing company may provide efficient supplement Low Investments needed Confidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal,

59、 exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.Franchise BCS | December 4, 2012 | Beijing26Portfolio Definition Status QuoIllustrationComment4Supplier 1Supplier XSupplier 2Limited Control of Value ChainBosch AD not able to m

60、eet complete demand of BCS Low Investments neededProduct Variety of Bosch ADs can be enhanced Bosch ADAuto Parts MarketConfidential | AA/BUD-CN | December 04, 2012 | Robert Bosch GmbH 2012. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well a