After the exploration phase, we are able to distinguish what matters to the customers, and how to deliver the value of B&O and B&O Play.

In Assignment 3, we will introduce what segments are the most attractive, and how B&O will positon themselves in the Chinese market against its main competitors.

 

For the Assignment 4, we will describe how to communicate superior customer value to the target market segments. In this part, we will also propose how B&O should sell, promote, and advertise the brand identity in the Chinese market.