Open Access

Divanshu Jangir

• The primary objective of this study is to determine the direction of Bosch workshop service concepts in India. The approach is based on Classic Bosch Car Service, one of the world’s largest independent workshop concept owned by Robert Bosch GmbH. In the era of high competition where the mindset of customers is rapidly changing and technology is evolving; therefore, Bosch is continuously working on developing new workshop service concepts such as Franchise Bosch Car Service and Digital Bosch Car Service. Therefore, this study examine two research question a) on which workshop service concept Bosch should focus in India b) how to increase the number of franchisees for the future concept. This study focuses on India because it is an emerging market where car repair industry is growing rapidly. The first part of the thesis explains the concept of workshop service and franchising. The second part provides a complete overview (franchise model, value proposition, etc.) of three concepts. The final part consists of empirical research which includes the findings from end customer and franchisee surveys. The findings from practical and empirical part revealed that Franchise Bosch Car Service (FRC BCS) is ideal for the Indian market and end customer. Therefore, Bosch should focus on developing its network of FRC BCS in the short term. The usage of different marketing tools, partnership with financial institutes, individual onboarding program and approaching private investors will help to increase the number of franchisees. In the long-term, Bosch should consider going in the direction of Digital Bosch Car to increase market share and maintain its competitiveness.