The closest overall brand might be Loewe AG.  

As a single product, the Bose Television was recently introduced, which is moving up towards the lower end B&O price point: but the quality is not the same.

Just my opinion:

TV
For TV competition the brands: Loewe, Metz, Ami life
B&O is losing many TV cusomers the last years, think premium and thin panels from Samsung, Panasonic, Sony etc

link



link


AUDIO:

Meridian Audio


Sonos:
link

Revox


Steinway  Lyngdorf
link


B&O compatible items:
DeTOMA (speakers with amplifier built in)


PIEGA (speakers with amplifier built in)

Karla wrote:

As a single product, the Bose Television was recently introduced, which is moving up towards the lower end B&O price point: but the quality is not the same.

This is very subjective because people that have purchased B&O will see no direct competitor because they have invested significant amounts of money.  It's a niche product and there are competitors in many different fields: television, speakers etc.

Competitors are not just where people see competitors: Loewe etc.  A competitor to me is where a person who has the money to purchase product A (let's say B&O) and then doesn't spend that money on product A; but on product B (can be any brand).  It's their propensity to spend.

A lot of people may not like that analysis, but see B&O in a different league, but if someone decides to purchase a different product (in the same field) it's a competitor.

Normunds wrote:

competition analysis

One way to look at this is, is to focus on the equipment and position speakers A, B, and C versus I, II, and III or as others have stated Bose vs B&O, or Lowe vs B&O at a product or segment level 

Another way is to look at a broader landscape such as music and compare B&O (boxes and systems) to Apple (boxes, systems and content) to Amazon (content)

I think Linn is an interesting competitor since they help to differentiate their high end products by promoting high end recordings

But one questions is ... what sort of company is B&O ... home entertainment ? or home furnishing ? if you look at some of the threads here you will see deep discussions on design ... whether it is in automobiles or coffee machines !  So what is B&O's target consumer ?

I find the discussion most fascinating since there are so many perspectives that you can chose from to do your analysis !

So good luck ... and use this thread to stimulate debate !!

If you're really looking at our competition, it's probably not in electronics. We're the subject of profligate discretionary spending and if that same money isn't spent on us, it's probably going to a MTM suit, a high-end watch, a kitchen remodel, or toward a luxury car. The reality is that few people think of us when looking to replace a TV just like like they don't think of a Rolls Royce Phantom in terms of replacing their current car. It's something you're exposed to, fall in love with, and aspire to purchase. 

I've been selling the stuff for some time now and I really never see customers set up the proposition of B&O versus Sony. Doesn't mean they wouldn't buy Sony, but it doesn't seem to be how people structure the proposition. It's more like B&O or nothing. Not literally, but hopefully what I'm saying is clear. It's sort of like when I've bought an expensive watch or a pair of shoes: I'm not really buying a Cartier watch because I need a watch, I'm buying it because I've really fallen in love with that watch and want to buy it. 

In terms of an actual company structure, though, I'd say Loewe is the only one I know of. They concentrate on high design, manufacture the entire ecosystem, and are priced at somewhat of a premium. I've often thought of the paucity of high-end, high-design, highly integrated AV as more of a dertriment to us because there is no institutional understanding of what we do. High end audio is usually for gear-heads and the stuff is often ugly and nearly impossible to use, so even if price and performance are similar, the concept couldn't be more distinct. 

We understand luxury watches, supercars, etc. because there's a modestly crowded field for these things, but what if every car in the world cost less than $45,000 and then there was a single supercar company that made $250,000+ cars. How would they explain what they were doing and why? That's where we are in a way.

I think Trip's analysis of the macro Bang & Olufsen position as a brand/company is spot on.

A better or more accurate analysis would be doubtful.

TripEnglish wrote:

The reality is that few people think of us when looking to replace a TV just like like they don't think of a Rolls Royce Phantom in terms of replacing their current car. It's something you're exposed to, fall in love with, and aspire to purchase. 

This is 100% spot on, there are probably a few but not the majority  that can walk into a B&O dealer and say "I'll have that TV" and not have to ask the price.  B&O is something you aspire to; it is the idea, quality, design and customer care that we are buying into, not just the physical product.

I can't think of a single brand that competes with them on the high street.  I had to buy a new TV for our playroom and I am seriously lacking the finances to make any big B&O purchase anytime soon.  I just found the cheapest LED flat screen online and bought that with zero emotion except the regret that it isn't B&O?  If one needs to purchase a TV and chooses LG over B&O because of cost - does that constitute competition?  I personally don’t think so; it was never really a competition.