Today, most people who are interested in the music have heard the brand “Beats”. Although some of them do not know what “Beats” is exactly, they would have seen a number of people who are wearing the headphone which has lower-case “b” on the ear-cups. “Beats”, exact name of the brand is “Beats Electronics”, was founded by Dr. Dre on 2006, and they have focused on headphones and speakers. In last year, people faced the interesting news that Dr. Dre sold Beat Electronics to Apple with US$3.0 billion. An article by Elizabeth Lazarowitz reported that this is the most expensive acquisition in Apple’s 38-year history. (Lazarowitz) This news, especially the figure of price, showed the customers how Beats Electronics has great influence as a company.
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First type is the customers who prioritize the fashionable products over the practical products. These customers are perfect targets for marketing to Beats Electronics. Beats headphones are very famous for neat and stylish designs. Particularly, most of their headphones have a single color, but looks great because of neat design. One of Beats customer reviewed, “I liked the headphone because the design is very sleek.” (Head-Fi) It is a fact that a number of Beats headphones commercials highlight the sleek design. Although most of Beats commercials show the athlete wearing Beats, Beats headphone is also popular between the women because of neat design. The other type is the customers who prioritize the practical products over the fashionable products. As a side of these customers, Beats electronics does not have good reputation. Another person of Beats customers reviewed, “It has poor detail and soundstage, intrusive dark bass, harsh highs, and poor mids.” (Head-Fi). According to the review website Head-Fi, Beats headphones generally have the reviews that they are costly and the sound quality is normal and behind the price. On the other hand, the customers have praised some products such as Beats studio wireless headphone which have good functions like wireless or noise cancellation. (Head-Fi). In summary, Beats has good reputation for the stylish design, whereas they also had bad reputation for normal quality and costly. To satisfy the customer and have broad targeting customers, Beats electronics and Apple need to focus on development of quality such as advanced sound quality. The customers hope Apple to have responsibility and to develop the sound quality of Beats using Apple’s
First type is the customers who prioritize the fashionable products over the practical products. These customers are perfect targets for marketing to Beats Electronics. Beats headphones are very famous for neat and stylish designs. Particularly, most of their headphones have a single color, but looks great because of neat design. One of Beats customer reviewed, “I liked the headphone because the design is very sleek.” (Head-Fi) It is a fact that a number of Beats headphones commercials highlight the sleek design. Although most of Beats commercials show the athlete wearing Beats, Beats headphone is also popular between the women because of neat design. The other type is the customers who prioritize the practical products over the fashionable products. As a side of these customers, Beats electronics does not have good reputation. Another person of Beats customers reviewed, “It has poor detail and soundstage, intrusive dark bass, harsh highs, and poor mids.” (Head-Fi). According to the review website Head-Fi, Beats headphones generally have the reviews that they are costly and the sound quality is normal and behind the price. On the other hand, the customers have praised some products such as Beats studio wireless headphone which have good functions like wireless or noise cancellation. (Head-Fi). In summary, Beats has good reputation for the stylish design, whereas they also had bad reputation for normal quality and costly. To satisfy the customer and have broad targeting customers, Beats electronics and Apple need to focus on development of quality such as advanced sound quality. The customers hope Apple to have responsibility and to develop the sound quality of Beats using Apple’s