Price is a weakness for Beats by Dre because the headphones are manufactured with the best materials with quality in mind that the costs for the consumers will inevitably be high. Also, with marketing strategies using celebrity endorsements and focus on promoting the product will add the cost on the already expensive retail price of the Beats headphones. Also, Beats cater to audiophiles who already know and researched about the product. Since high price will prevent average earning consumers from purchasing a Beats headphone, the company uses the “exclusivity status” of owning a pair of Beats by Dre headphones.
Another weakness of the Beats lineup is that comparative headphones from other brands are priced competitively. Most noise canceling headphones similar with Beats from Bose, Sony or Panasonic have standard retail costs from $100.00-$300 000. sold in various retail stores such as Futureshop and Best Buy. Beats face competition on a market populated by technology giants where quality is also valued by its consumers with a common lower price than Beats. Beats currently don’t have an entry level headphone that costs under $100 that will cater a specific target market with a tighter budget.