Chap.2 Strategic Planning

The company markets its product under the Beats by Dr.Dre brand name. It has a strategic partnership with Monster Cable Products. Monster worked with Dr.Dre and Chairman Jimmy Lovine ( Interscope Geffen A&M) to create Beats by Dr.Dre headphone line. Monster is a world leading manufacturer of connective solutions for high-performance audio,video, car audio, computer, console and computer gaming, as well as a leading innovator of iPod and iPhone accessories and professional audio and sound reinforcement.


Beats by Dr.Dre provide its customers with what every customer wants, quality. The Beats headphones are not only known for the best audio performance but for their highly unique style, that could never be a copycat. In just a few years they have gained the product competitive advantage.

Recent Planning:

On August 10, they announced a new partnership with HTC, world leading wireless manufactures. They are planning to introduce a new smartphone, with a new sound.

An effective part of their marketing strategy is having there headphones appear in music videos, movies and advertisements.


The Beats line has become more than the best quality/performance headphone company, it has also become ..." a cultural movement that is redefining the way sound is heard."

On their website, on the About section, they provide this quote alone,

"People aren't hearing all the music.

Artist and producers work hard in the studio perfecting their sound. But people cant really hear it with normal headphones. Most headphones cant handle the bass, the detail, the dynamics. Bottom line, the music doesn't move you.

With Beats, people are going to hear what the artist hear, and listen to the music they way they should: the way I do." - Dr.Dre