Original equipment (OE) automotive manufacturer Bosal Automotive is making use of the business opportunity afforded by the Automechanika South Africa trade fair to promote its products in the local and international automotive components market during the current period of economic uncer- tainty.
“Towards the end of 2008, the OE auto- motive market came under severe pres- sure,” says Bosal sales, marketing and supply manager Johann Strydom.
He says that although a number of business opportunities do still exist, it is clear that most individuals and companies are reluctant to take risks at this time, and are choosing rather to consolidate and manage their costs.
In such an environment, established and proven business avenues are the option of choice, avenues such as the internationally acclaimed Automechanika after-market trade fair.
At its stand at Automechanika, Bosal will feature its entire portfolio of locally and internationally manufactured products.
It will make use of a multimedia pre- sentation on three flat screens demon- strating its products, as well as an interactive website-based touch screen facility for more detailed information.
Automechanika South Africa offers automotive traders an opportunity to be seen at a trade fair, which is expected to draw 12 000 visitors over four days, says Automechanika South Africa show director Philip Otto.
Automechanika also offers companies an opportunity to engage with their customer base.
“Any company that wishes to succeed in the motor industry needs to understand and meet its customers’ quality requirements,” explains Strydom.
All Bosal’s strategies link back to the basic belief that if a company understands the customer’s requirements, and meets these needs in full, on time and to specification, all else will fall into place, he says.
The trade fair, therefore, offers a sound marketing and networking mechanism during the current financial slowdown – the same slowdown that has affected Bosal negatively, says Strydom.
In an attempt to free up much- needed cash, automotive manufacturers have lowered their inventory volumes dramatically. Although Bosal has diversified over the years, a large segment of this diversification still feeds into the automotive industry as components, or tubing, and this has affected the com- pany’s turnover, admits Strydom.
Consequently, Bosal has had to change the way it does business and has been forced to find innovative ways to reduce its stock levels while still maintaining product availability, and meeting customer deadlines.