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Barco

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Barco Projection Systems A Case Study by Guy Minton Jasveen Samra Mukund Narasimhan Noppawun Sopee Raiju Neelamkavil Wei Zou 1 Current Position ‡ Barco N.V. is one of the top three worldwide manufactures with a focus on expensive high quality products in a niche market. ‡ It focuses on graphic projectors, which has the maximum growth and revenue in the projector market. ‡ Barco s market share are as followed: ± 4% in video projectors ± 23% in data projectors ± 55% in graphic projectors ‡ Major
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  1 Barco Projection Systems A Case Study by Guy MintonJasveen SamraMukund NarasimhanNoppawun SopeeRaiju NeelamkavilWei Zou  2 Cu rrent Position ‡ Barco N.V. is one of the top three worldwide man u fact u res with a foc u s onexpensive high q u ality prod u cts in a niche market. ‡ It foc u ses on graphic projectors, which has the maxim u m growth andreven u e in the projector market. ‡ Barcos market share are as followed: ± 4% in video projectors ± 23% in data projectors ± 55% in graphic projectors ‡ Major competitors to Barco are Sony, Electrohome, and NE C   ‡ The prod u ct that wo u ld compete with the Sony 1270 (BG 800) had a 40%chance of being completed by the Infocomm trade show  3 Iss u e we are facing ‡ Sonys 1270 graphic projector with lethal combination of higher performance co u pled with low price compared toBarcos existing & proposed projector, threatens Barco'smarket share and its traditional market segmentation. ‡ Sony threatens to redefine & capt u re the existing dataand graphics market by its high performance and lowpricing prod u cts. Th u s eroding u pto 75% of its forecastedprofits for 1990. ‡ Only less than 4 months left to promote a s u periorprod u ct, at Infocomm 1990,  that co u ld either match oro u t perform Sony's 1270.  4 W hat are the options ‡ Option 1 - C ontin u e working on prod u ct development  b u tchoose c u t down prices of BD400, BD600 and BD700 ± Profit is significantly red u ced. ‡ Option 2  Stop the plan of introd u cing the BD700 in Octoberand develop an advance version of the  BD700, the BG700,hoping that it will be la u nched on time to compete withSonys 1270 ± Barco sho u ld not introd u ce the BD700 if it cannot o u t perform Sony1270 in terms of the performance.

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Nov 15, 2017
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