barco projection system.docx

barco projection system.docx - Case write-ups Barco...

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Case write-ups: Barco projection systems (A): Worldwide Niche Marketing Xiaowen Hong 1003205514 Background of Barco N.V and Barco projection systems (BPS) About Barco N.V: 1934 – a producer of radio broadcast receiver; 1948 – first television receiver built (focused on consumer products); From 1955 to 1975 – the expansion of broadcast monitors and professional videos equipment; 1977 – product concentration moved from consumer products to industrial products due to the global recession About BPS: The second-largest division of Barco N.V which designed, produced and sell projectors for industrial applications; Developed three lines of projector which were video, data and graphics by 1989 and they were distinguished by scan rate. Issues: the threat of Sony’s new product – 1270 with scan rate at 75kHz and pricing at $15,000 to $20,000. Case type: decision case SWOT analysis: Strengths: Mother company is the top three manufactures in niche market; Strong market share position with 55% in graphic and 23% in data; Expansion of its international presence in sales, product development and production; Strong R&D team Weaknesses: Reliance on single tube supplier; Not sensitive on competitive intelligence; Opportunities: Force Barco to find better tube supplier; Accelerate the introduction of BD700; Dedicate the strong R&D team to BG800 Threats: Introduction of Sony’s 1270, 75kHz scan rate at price from $15,000 to $20,000 which is already above Barco’s BG400 and affect BG400’s market share; Barco’s leader position is took place by Sony due to the introduction of 1270 Case questions: 1. Describe the product line strategy of the Barco Projection Systems Division.
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