Bose Corp.: Better Sound through Research or Better Sales through Marketing?

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG161 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Marketing Mix
Case Length : 16 Pages
Period : 1964-2006
Pub Date : 2007
Teaching Note : Not Available
Organization : Bose Corp.
Industry : Electricals and Electronics
Countries : USA


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.


To understand the unique features of a company's marketing strategy

To analyze the reasons for the company's success, especially in an intensely competitive market

To gain insights into the US home audio market.


  Page No.
Introduction 1
Background 2
Marketing Sound: The Bose Way 4
Criticism 6
Outlook 8
Exhibits 10


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

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