BOSCH Regional Office has Opened in Georgia

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The FINANCIAL — Robert Bosch Ltd has opened a new regional office in the Caucasus region, with headquarters in Tbilisi, Georgia. It will be in charge of Armenia and Azerbaijan as well.


Sales and marketing support, and the organization of trainings on products for clients are some of the key tasks of the Bosch managers in the newly opened office.

With its entrance to Georgia, Bosch Group has brought new products to the market – power tools. Previously only household appliances were available. “The main aim of the Bosch team in Georgia is to offer top quality services for dealers and users in the Caucasus to further strengthen our position of leadership on the market,” said Nino Pruidze, Bosch Director of the Caucasus Region. “Power tools are the first unit to be available at RBGE. I expect that interest in other units will grow together with the region’s development,” she added.

The company’s primary goal is to support the existing dealers who have been operating on the Georgian market for more than ten years. “The dealers already have their own Bosch store’s network in Georgia, so we are not going to open any new ones. We are just going to expand this network in the regions of the whole of the Caucasus, not only in Georgia,” said Pruidze. “This is the result of the successful development of the region and Georgia as well in the last few years. This is a very positive step that international companies are choosing Georgia as one of their focal regions,” she added.

“The decision to create our regional Bosch office here in Georgia was taken very seriously, because for us Georgia is the ideal platform for the southern Caucasus region,” said Gerhard Pfeifer, Bosch President in the Eastern Region. “We decided to start to develop our business in the area here, which means also for Armenia and Azerbaijan. For us Georgia is the bridge and the gateway to the whole area. The progress that Georgia has made in creating a good framework economically, legally and politically made the decision to come to Georgia and create our new legal entity and this Bosch office in the region especially easy for us. We have started with just our power tools activities, but the goal for the future is to expand those activities to other business areas in the Bosch Group. For example, thermo technology, industrial applications and also our activities in the auto market,” he added.

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Bosch Group have not made big investments in Georgia. They have not had to start their business from zero as official dealers had already opened stores before, explained Pfeifer. “The only investments we made are for sales people. We started looking for very qualified, internationally oriented sales people here, because it is sales activity that the Group is involved in. The Bosch Group is operating very successful activity worldwide. Today we are a company of 300,000 people. In 2011 we generated approximately EUR 51 billion turnover,” Pfeifer added.

The company’s entrance to the Georgian market has been assessed positively by the Georgian-German Business Association as well. As the Executive Director Uta Baier believes, this is another successful step for Georgia in attracting new investors. “In the last couple of months we had two German companies move to Georgia. One was a very large German bank called Commerce Bank and the second is Bosch. Everybody knows the name Bosch and if Georgia uses this name and the names of other German companies operating in Georgia, it would help to attract more investors here,” Baier said.

“Everyone trusts the German companies which have entered Georgia. If these companies are here it means that others can also operate in Georgia. This is a safe country, the investors can trust the Government, collaborate with the people. There is no corruption here and the taxes are low,” she added.

“German companies have been working in bigger markets. Now is the right time to explore other emerging markets. It is a very good time for Georgia as well. Economically the country is quite stable now and the economy is developing positively. We are showing German companies that Georgia is a very stable and growing market and if nothing changes there should be 6-7 percent market growth here every year. Moreover Georgia is the best business location in the whole region,” she added.

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The Bosch Group is a global supplier of technology and services. In the areas of automotive and industrial technology, consumer goods, and building technology, some 285,000 associates generated sales of 47.3 billion EUR in fiscal 2010. For 2011, the company forecasts sales of more than 50 billion EUR and a headcount of a good 300,000 by the end of the year. The Bosch Group comprises Robert Bosch GmbH and its more than 350 subsidiaries and regional companies in over 60 countries. If its sales and service partners are included, then Bosch is represented in roughly 150 countries. The company said it spent 3.8 billion EUR on research and development in 2010, and applied for over 3,800 patents worldwide.



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