Paper 1

Topics: Marketing, Need, Perception Pages: 2 (592 words) Published: March 30, 2014
Bang & Olufsen : Design Driven Innovation Case Prep-work

This case study, ‘Bang & Olufsen : Design Driven Innovation’ (B&O) outlined the company’s approach to designing and creating innovative electronics and devices which as mentioned in the case, were suited and planned specifically for their customers, and not to compete within the market.

Although this company was a customer driven brand, there were a few issues found in this case, in regards to their perception of themselves as a high and prestigious company, as well as a lack of market research.

As stated in the case, B&O saw themselves as the “only brand which bridged the home electronics and lifestyle/luxury categories”. Yet due to the expansion of their product range, and inventing smaller electronics, this strayed from their typical line of electronic appliances. Hence adjusting the high luxury brand image that was originally perceived of B&O. Which leads to the next point, where B&O have a lack of market research and understanding the competing market.

From the case it is clear that B&O are a customer centric brand, as they even had personalised electronics. Although a strong approach, there was still a lack of marketing to consumers who are unfamiliar with the brand. The main issue with this is that, even though B&O were producing electronics that were unable to be copied, this then gave the brand a perception that they had no competitors, and thus did not need to market their company. Creating innovative products does have a market advantage; however from understanding the targets consumer’s needs and wants is more of a long-term benefit, as then the company is able to market to the right segment and attract potential interested customers.

Bang & Olufsen: Design Driven Innovation Case Post-work

My initial perspective of the case was that B&O needed to acquire and look into more market research for their brand, in relations to the production of their products, and creating new...
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