Barco Marketing Case Study

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Submitted By michl
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CASE STUDY: BARCO PROJECTIONS SYSTEMS


THE ISSUE
Barco Projection Systems (BPS/Barco), a strong player in the Projection Systems business and the market leader in graphic projectors, were taken by surprise by competitor Sony’s offering of a superior graphics projector likely to be launched at a lower price.

Barco needs to counter the new model by launching new and superior models quickly and re-pricing existing models.

Team A’s rationale takes shape over the following pages.

THE MAIN PLAYERS
* Barco Projector Systems
* Sony

5’ C’s ANALYSIS: Customers / Context / Company / Collaborators and Complementers / Competitors

ANALYZING CUSTOMERS

Customer for projection systems ranged across industry. Projection systems were used in training rooms and boards, in entertainment centres, in the gaming industry, and in airplanes and flight simulation rooms. Customers were sourced from a wide cross-section of industries. So the customer pool was huge, but also demanding. The products needed to keep up with constant improvements in computer and video technology.

Customers typically bought a new projector every 5 years, and purchased more performance than needed because of the ever increasing computer scan rates.

Focus needed to be on delighting customers and providing good after sales support because the repeat customers were important – for replacements every 5 years but more importantly as these customers expanded their business their demand for projectors also increased.

ANALYZING THE CONTEXT

Market opportunity
In the 1980’s with the advancement of computers in every sphere of life, and in every market, new uses for projectors were being discovered. The market for video projectors (63% of all projector units sold) was very large but had already hit its peak and was growing very slowly at 0.8%…...

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