Essay about Bang and Olufsen

6321 Words Jul 4th, 2013 26 Pages
Segmentation and positioning
A case study of

Bang & Olufsen

Segmentation and positioning – Bang & Olufsen

Table of contents

1. Introduction ............................................................................................................................ 2

1.1 Problem Statement .............................................................................................................................................................. 2

1.2 Methodology
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6

3.2.1 Gallup compass ............................................................................................................................................................. 8

3.2.2 Minerva ............................................................................................................................................................................ 9

3.2.3 Conzoom ....................................................................................................................................................................... 10

3.3 The advantages of market segmentation ................................................................................................................ 12

4 Choice of target ...................................................................................................................... 14

4.1 SMUK ....................................................................................................................................................................................... 14

4.2 Evaluating market segments

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