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Bang & Olufsen

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Bang & Olufsen
BANG & OLUFSEN -GETTING YOUR BANG FOR YOUR BUCK
When a Bang & Olufsen customer buys one of their products, they get much more than just a sophisticated box, they get a unique experience（emotion）. Bang & Olufsen (www.bang-olufsen.com) is a Danish manufacturer of state of the art, hi-fidelity(高保真的) home entertainment systems. Through the years, as other successful European electronics manufacturers have been decimated by market forces such as Ferguson, Grundig, and Telefunken, Bang & Olufsen have created 1.their own innovative path to success. The group has turned their performance around by concentrating on the high end（高端的） of the market, turning their back on the mass market and seeking out discerning affluent customers(Price, Status，Self-image), who want quality, performance, simplicity, and elegant design(Reliability ,Durability,Performance, Style/looks). The business is built on design genius and its product development is driven by a half dozen or so creative individuals. Bang & Olufsen are not competing for the general mass market such as Sony, Philips, Panasonic, or Samsung but are fighting for the hearts, minds, and wallets of the rich. The firm now sells an array of home entertainment systems such as speakers, music systems, televisions, speakers, remote controls, telephones, digital media, and car audio systems. Some of these products sell for thousands of pounds.
The company was formed in Quistrup, near Struer, which is in Western Jutland, Denmark. The town has little over 11,000 inhabitants. Since 1925, the company has dramatically evolved. It first focused on the manufacturing of radios, and now it sells a diverse range of audio/visual products. For several decades strong competition from Asian manufacturers has forced the company to change its business philosophy. It now focuses on 2. innovative design(Taste, Performance,Style/looks, Fashion), product excellence, uncompromising quality(Reliability ,Durability),
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