Abstract

Bose Inc. is a privately-owned company that manufactures and markets home audio products. The case describes the company’s unique marketing strategies including its product, pricing, distribution and promotion strategies. It attempts to understand the reasons for the company’s success, and also details some of the criticisms leveled against the company. The case ends with a brief discussion on the company’s prospects.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the unique features of a company’s marketing strategy
• Analyze the reasons for the company’s success, especially in an intensely competitive market
• and Gain insights into the US home audio market.

Keywords

Bose, Direct response advertising, Marketing consumer electronics, Premium pricing, Innovation, Simplicity, Direct research, Wave, Print advertisements