Handbook of Strategic Account Management: A Comprehensive Resource

Key accountization at Bosch Automotive Aftermarket Italy: managing and implementing a strategic change

by Paolo Guenzi

Abstract

This paper explores the implementation of a key account management programme at Bosch automotive aftermarket (BAA) Italy. Recognizing that the key accountization of a firm demands considerable organizational change, the Mc­Kinsey 7S framework was applied. It served both as a roadmap for the key account programme manager, to guide the actions he took in addressing the issues raised by a radical change in strategic direction, and as an analytical tool by the presenter of the case.

Introduction

In 1886, Robert Bosch founded the ‘Workshop for Precision Mechanics and Electrical Engineering’ in Stuttgart. Today, the Bosch Group is a leading global supplier of technology and services. The Bosch Group comprises Robert Bosch GmbH and its more than 300 subsidiaries and regional companies in over 60 countries. If its sales and service partners are included, then Bosch is represented in roughly 150 countries. Each year, Bosch spends more than €3.5 billion (8% of its sales revenue) for research and development and applies for over 3,000 patents worldwide. In the areas of automotive and industrial technology, consumer goods and building technology, some 280,000 associates generated sales of €45.1 billion in 2008.

Robert Bosch's market position

The automotive market is Robert Bosch's core business and consists of three interrelated markets. The first is original equipment, ...