Discussion instructions: Replies
You are required to reply to the Case Study responses of two classmates. The classmates you choose to respond to should not have researched the same question as you. Each reply will include at least 2 original references, i.e. 2 scholarly articles by 2 different authors, and should be at least 250 words. The response should not be an agreement or disagreement with the initial post, but an evaluation of the author’s analysis. All assertions must be supported by research and should not be based upon one’s “feeling” or “opinion.”
For each reply, the following headings should include:
Response to:
Classmate’s Name, Case Study Name, Question Number
Response:
An evaluation written in current APA-7 format, using third person.
References:
Refer to the APA-7 Manual for proper formatting.
Biblical integration:
Just as you did for the thread, provide integration of a biblical concept that supports your reply.
Bose Corporation: Communication Strategy for Challenging Apple’s Beats by Dr. Dre
What role should the company’s website play in marketing? Why?
My definition of marketing is the process of strategically communicating your products to your target audience. “Strategic communication can be defined as “communication aligned with the company’s overall strategy, [intended] to enhance its strategic positioning.” (Averin, 2022, p.31) Bose was founded on the principle of “better sound through research” (Averin, 2022, p.50), which they need to exploit in their marketing.
In my research of their website, I do not see anywhere near enough reference to product or sound quality. Product and sound quality are the differentiators that Bose needs to exploit in all marketing. Recently, Bose has decided to close all their retail store in North America and other geographies to concentrate on online sales (Pukayastha, et al, 2021, p. 42). This is in direct opposition to the prior marketing philosophy of the company. The retail stores were the perfect conduit to display their products and deliver their superior acoustic experience to customers (Purkayastha, et al, 2021, p. 42). Bose is now hoping that in-store displays at stores such as Target and Best Buy can provide customers with enough testing experiences to drive them to their website to purchase. This is a transition as “traditionally marketers have used brick-and-mortar outlets to enhance the brand experience and shied away from using online retail channels” (Basu & Sondhi, 2021, pp.1447-1448). From my experience, in-person shopping has always been more important, especially when shopping for premium items.
Currently, the Bose website is directing customers toward their refurbished products, “which are products that have been restored to operable condition and resemble a new product” (Confente, et al, 2021, p. 351). This is a positive for the companies’ sustainability record, as it allows them to return products to market that might have ended up in a landfill otherwise. But “not much is known about what encourages consumers’ perceptions and subsequent willingness to potentially purchase such products” (Confente, et al, 2021, p. 351). In my experience, most of the time, refurbished items do not offer a liberal return policy, which can be a major detriment when buying a premium headset or home audio experience. Bose does a good job calming a customers’ fears by offering a 90-day risk-free trial (Bose, n.d).
As I mentioned earlier, Bose needs to reinforce its quality on its website. There are many websites that are available to show customer reviews and product comparisons. Bose can use that research to drive the message that they have the best quality for the price paid. They need to do so without disparaging any other company though. I believe in positive marketing, which is probably driven by my belief in James 4:11 (ESV) to “not speak evil against one another”.
