Skole: Nextkbh Ballerup, EUX stud 12Navn: Martin ZerlingFag: Afsætning B og Kulturforståelse COmråde: Bang & Olufsens vækst i QatarVejleder: Marc Lefkowitz og Bente SkovDato: 9. februar 2017
Tegn:
Elevens underskrift: Martin Zerling
Abstract:This study examines Bang & Olufsen’s growth opportunities in Qatar, and I have chosen this topic due to the fact that Bang & Olufsen is a world renowned Danish brand.
Bang & Olufsen has well growth prospects in Qatar, because is it a Muslim country, where many Muslims value to show their material goods and status in the society. In addition to that, Bang & Olufsen is an exceedingly luxury brand that offers high quality products.
Furthermore, the majority of Qatar’s population fit in the blue segment of the Minerva model, which is seen as an essential benefit for Bang & Olufsen; in Qatar, most of the inhabitants have lots of money, many of them are arrogant, and therefore they can use these luxury products produced by Bang & Olufsen in order to show their social status.
However, Bang & Olufsen needs to remember that the culture, values, and norms in a Muslim society are completely different compared to the Danish society.
Therefore, this also means that Bang & Olufsen have to be patient in order to get into the market, as well Muslims will get to know people.
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