Barco Projection Systems (A): Worldwide Niche Marketing

1694 words - 7 pages

Q1. What are the key differences between Sony's and Bacro's strategies as far as their product roll out is concerned prior to Aug 1989 in the projector market (that is, you need to compare and contrast the chronological order and the scan rate/prices/other features of the models that both players introduced in the market prior to Aug 1989)? Why is it that both players were playing such different strategies prior to Aug 1989?

Barco launched its first projector BV1 (scan rate of 16 kHz & priced at $11,250) in video segment in 1982. But soon Barco decided to enter the computer applications market and by the end of 1983 launched BD1 (scan rate of 16 to 18 kHz & priced at $13,500) in data segment. In 1984 Barco introduced two more projectors BV2 (scan rate of 16 to 18 kHz & priced at $9,875) and BD2 (scan rate of 16 to 25 kHz and priced at $14,750) in video and data segment respectively. 1985 saw the entrance of Sony in the industrial projection market with its 1020 video model. 1020 was slower compared to Barco's video projectors available at that time but it had a sharper focus indicating a better quality tube. In 1985 Barco launched BD3 (scan rate of 16 – 32 kHz & priced at $17,000) and then in 1986, Barco introduced BDHR, its first projector in the graphics segment (scan rate of 16-45 KHz and priced at $17,375). In June 1987, Barco came up with BG400 for graphics segment (scan rate up to 72 kHz, initially priced at $25,000 and later reduced to $24,000). In the same year, Barco also introduced BD400 (scan rate of 16 to 45 kHz & priced at $14,500) and immediately next year came out with BD600 (scan rate of 16 to 45 kHz & priced at $12,000) and BV600 (scan rate 16 kHz & priced at $8,750).

Barco's main strategy was to work in niche markets and they believed that complexity of the application would work to their advantage by keeping large firms out of market. They had a traditional strength in electronics and given the same tube and lens combination, BPS could achieve better performance than its competitors. Barco continually upgraded the scan rates of its most sophisticated projector line to match advances in application. For this, company committed strongly to R&D to keep them ahead of the industry experience curve. Their strategy was to limit the scan rate for each segment such as video (up to 16 kHz), data (16 to 45 kHz) and graphics (16 to 64 kHz & above). The raison d'être behind this was that they could have made it on one machine for each segment but not sold it for the highest price (determined by the Willingness-to-Pay for the customer in each segment). Different projectors priced at different price would help them to extract the maximum consumer surplus. As part of marketing strategy, BPS captured more specialized markets such as process control and simulation thus covering the breadth of industries (rail road, military, consulting, computing, entertainment). BPS also made strong ties with customers such as IBM and EEC thus creating...

Find Another Essay On Barco Projection Systems (A): Worldwide Niche Marketing

Barco Essay

1642 words - 7 pages to maintain highest projection quality and stay within their niche market. Sales & Distribution: Barco has a two-step distribution system with 45 distributors and about 400 dealers worldwide. Of their 45 distributors, Barco owns four of them, and the rest are Barco-exclusive for projectors. The fully-owned distributors make up more than half of Barco’s total unit sales, revenues, and margins. Sony sells their projectors through a network of

Barco case discussion Essay

737 words - 3 pages first projector, BV1, with a scan rate of 16 KHz and priced at $11,250, in the video segment in 1982. Focused on its strong commitment to R&D and to expand its market internationally Barco introduced BD1, with scan rate of 16-18 KHz and priced at $13,500, in the data segment in 1983. Over the next two years Barco introduced BD2, BD2B and BD3, in data segment, raising the scan rate from existing 16-18 KHz to 16-32 KHz and with the projectors

An Analysis of The Hyundai Accent Campaign: New Thinking, New Possibilities

1422 words - 6 pages beats. Three-dimensional projection mapping is an art with creative standards. When art invades advertising it open a contested terrain, a space in which the hegemony of commodity discourse is momentarily disclosed and challenged. But art is also swallowed up by the commodity form- Instrumentalized into another marketing ploy aimed at expanding the commodification of desire (Donohoe, 1997,p.258). Nonetheless, individual consumers are still

e marketing vs traditional marketing

1667 words - 7 pages more recent reading), the expected spending in 2013 will be $15.3 Billion by the end of the year. It is therefore clear that advertising spending in the Middle East is growing consistently. Chart 1 Advertising spending in Middle East ($ Billions) McCarthy A. (2013),Worldwide ad, retrieved from As total marketing and advertising in the Middle East grew, e-marketing also grew for due to three reasons: the increase of

Personal Definition of Marketing

921 words - 4 pages customers exist, what their needs are, which of those needs can be meet, how should they be met. Inbound marketing also includes analyzing the competition, positioning a new product or service (finding a niche in the market), and pricing your products and services. "Outbound marketing" includes promoting a product through continued advertising, promotions, public relations and sales (McNamara, 2008). Still many different definitions for marketing

Los Angeles Marketing Agencies Improves Sites’ Visibility

2601 words - 10 pages : Los Angeles marketing agencies emphasis is on a focused approach to a specific product or service. It improves the success quotient of any product launched by the on-line website. At the same time, they help the site owner to find the niche market that caters to the on-line products on display. Before launching a product Los Angeles marketing agencies team recommend the following elements of business structure like: • Advertising graphics and

Business Analysis: Orbitz Worldwide

1247 words - 5 pages Introduction Orbitz Worldwide is a leading global online travel company that uses innovative technology to enable leisure and business travelers to research, plan, and book a broad range of travel products. Orbitz Worldwide success is because the travel company pursues its company’s mission. Orbitz’s mission is to become one of the world’s three primary hotel distribution platforms. Specifically, to organize their activities into three

Case Study For Case 16 Danone: Marketing The Glacier In The United States

2064 words - 9 pages water market depends on price and logistics alone (at least for the time being), Evian is less competitive for market share. This leads to Evian's fail of being 'high street brand'.By marketing Evian's unique pristine qualities, and positioning brand as a niche, high-end premium beverage with a 'healthy' edge, the positive consists in that Evian is likely to provide Danone a higher-margin product, albeit with smaller volumes. Notwithstanding no one

Marketing Paper

1789 words - 8 pages establish a quality standard that symbolizes with excellence in higher management education. The initial phase of the marketing plan will focus on a niche target audience - upcoming African entrepreneurs and executives from different companies. Thunderbird will collaborate with MNC’s in Africa to reach out to the target audience defined above. This symbiotic relationship between TIA and MNC’s will establish an affiliation for Thunderbird in

Marketing Plan Phase IV

5242 words - 21 pages being launched internationally to businesses, military and government agencies as well as the travel industry just to name a few; this product that will create a new direction for the world and could possibly be the beginning of a new era of worldwide relationships and friendships. Marketing to the right businesses across the world has been heavily researched and approved by IBM, Darpa, and SRI International and initial sales are being finalized

Business Plan Design Company

4472 words - 18 pages ReputationLocationAppearanceSales MethodCredit PoliciesAdvertisingImageNow, write a short paragraph stating your competitive advantages and disadvantages.NicheNow that you have systematically analyzed your industry, your product, your customers, and the competition, you should have a clear picture of where your company fits into the world.In one short paragraph, define your niche, your unique corner of the market.StrategyNow outline a marketing strategy that is

Similar Essays

Managing Customer Value Barco Projection Systems (A): Worldwide Niche Marketing

1740 words - 7 pages was not interested in video segment because of 0.8% predicted annual growth (1989 - 1994) and scan rate was at threshold level. Sony's marketing strategy was to make use of its worldwide network of captive commercial video distributors which in turn worked with more than 1,500 dealers across the globe. Also Sony's strategy was to make use of brand name recognition which had a reputation of reliability and low price among dealers.Sony also took

Barco Projection Systems (A). Worldwide Niche Marketing Harvard Business School Rev. April 25, 1996

1317 words - 5 pages strategy for marketing and product development since product evolution at BPS was "more a result of engineering solutions to problems that arose than a specific development plan" , and as a nicher BPS has failed to protect and to create more niches. BPS also lacks a competitor intelligence strategy and furthermore it assumed that competitors (like Sony) would respect forever their vision of the market place.Therefore, we recommend developing a

Barco Projection System: Worldwide Niche Marketing

1336 words - 6 pages IntroductionBarco N.V. was established in 1934 as a producer of radio broadcast receivers. At the end of 1970's, facing the economic recession owing to oil supply shock, the company altered its market strategy from consumer market to industrial niche market of projectors. This decision was based on firm and clear vision that Barco knew which market it had to serve. Pursuing top-of-the-line in the high-end niche market, Barco focused on R&D

Barco Projections Systems (A) A Harvard Business School Case

2829 words - 12 pages believe otherwise).Worth mentioning is, that since 1985 Sony was the sole supplier of the tube Barco installed.2. Internal Situation Analysis2.1. The CompanyBraco Projection Systems (BPS), the second largest division of Barco N.V., a well established company developing, manufacturing and marketing sophisticated video projectors for industrial applications in entertainment, surveillance, training and presentation markets. It's major competence is
DOWN A DARK HALL (2018) | Vĩnh Hằng Chí Tôn chap 7613-02-2018 | www MovieRulz tc - Jurassic World Fallen Kingdom (2018) 720p English HDCAM -x264 AAC - 2 2GB 15 минут