Bang & Olufsen Case
Bang & Olufsen
Bang & Olufsen provides their products to the consumers in local shops. The type of consumers are people who prefer to buy high-technology and high-quality products with a special design. They are focused on the well-known brand, these customers have a certain status in the society and have the money to buy these expensive and unique products. So for them the price is not very important, they directly go to a local shop who provides them a special service in order to buy the newest product with a special design. The brand name B & O is a status symbol in society, the consumers of B & O are wealthy people with high income or even people from the middle class.
The business to business areas of B & O are the B & O Enterprise, The B & O Automotive and the B & O ICEpower A/S. The businesses which are cooperating with B & O are luxury hotels, car manufacturing companies such as Audi and Aston Martin and well known electronic companies such as Samsung.
B & O sells modified products to them – the products are specifically manufactured for the purpose of the customer. For example, the sound systems for Audi cars, the design has to fit perfectly in the inside of the car. Hence Audi and B & O have a special cooperation, B & O designs special models for Audi.
B & O has also a contract with Samsung, they design the cell phones for Samsung. Furthermore The Cell phone will be branded with the name of B & O and Samsung. But most eye-catching will be the name of B & O.
B & O focuses mainly on the business to business customers, they have big partnerships with well known companies like Audi, Aston Martin, Samsung and some luxury hotels. The consumers of these goods are mostly wealthy people, a consumer who buys an Aston Martin, expects not only a nice design from the outside, also a nice one from the