BARCO PROJECTION SYSTEMS A WORLDWIDE NICHE MARKETING PDF

This decision was based on firm and clear vision that Barco knew which market it had to serve. The strategy of the most advanced player in the niche market resulted in years of its market leadership in graphic projector sector of high-end industrial market. Introduced at Siggraph trade show in 3rd quarter of , showed its superiority in brightness, image quality, and resolution to the counter product of BPS. At this time, the managers of Barco were considering basically two options: pricing option and product development option, but both options had some defects.

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Home Essays Barco Projection Systems Why is it that both players were playing such different strategies prior to Aug ? 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. 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.

Barco forced dealers to spend time learning about Barco products, and dealers had to hire a certain number of Barco-approved technicians. The idea behind this was that dealers would know more bout Barco products than competitors and thus would push Barco products.

Barco kept the number of dealers to low because more dealers will mean that they will have more buyer power over distributors, and thus over Barco. The effect will move up the chain, e. The distributors were specialized and had exclusive contracts with Barco. In video segment there was not much differentiation in the scan rate between Barco and Sony and accordingly Sony decided to capture Barco entered the projection systems market in with the development of a video projector for showing motion pictures in airplanes.

S and European markets. Seeing significant potential expansion in the projection market for computer applications, Barco made the decision to grow its projection division. In , the company

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Barco Projection Systems (A): Worldwide Niche Marketing

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Barco Projection Systems (a): Worldwide Niche Marketing

Home Essays Barco Projection Systems Why is it that both players were playing such different strategies prior to Aug ? 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. Different projectors priced at different price would help them to extract the maximum consumer surplus.

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