Barco Projection System

Barco Projection Case Study: Global Niche Marketing Introduction Barco N.V. was founded as a radio receiver manufacturer in 1934. In the late 1970s, due to the economic recession due to the oil supply shock, the company changed its market strategy from the consumer market to the industrial niche market for projectors. This decision is based on a solid and clear vision, and Barco is aware of what markets it needs to serve. In pursuing top-notch products in high-end niche markets, Barco focuses on R & D to maintain the highest quality and to initiate a series of international expansion activities.

Braco Projection Systems (BPS) is the second largest division of Barco NV, a sophisticated company that develops, manufactures, and sells complex video projectors for industrial applications in the entertainment, surveillance, training and demonstration markets. Its main competitive strength lies in its unique complementary niche market, which plays an important role. High commitment to research and development and its excellent product quality make it a good reputation. 1. & lt; Tab / & gt; As the most urgent measure, BPS should concentrate on the development of BG 800 for "Infocomm" quality in a timely manner and stop all other projects. Since the graphics card field is the main target of Sony 1270, study wing attack carefully in order to save market share as much as possible.

Analysis of the advantage of Barco in this case shows that Barco has two major markets. It is the United States and Western Europe. From the geographical growth in Table B, Barco has 50% units in the US in 1988 and 36% units in Western Europe. From 1989 to 1994, the projected annual growth rates were 9% and 11.5, respectively. % In addition, that weakness also relates to the dealer. Barco has no system distributor. They know how to integrate and install equipment packages. Table D From the price index of BPS, the direct cost of BPS is 41%, the gross profit margin is 59%, which is high profit margin. Existing dealers want to sell BPS products. But BPS products are very complicated. "There was little production of Sony in 1989 and few dealers were able to survive because of the reliability and low price of the dealer professional audiovisual dealers of Sony products all over the world account for 80% to 90% "Sony has many dealers who are good at selling his products. Barcoco developed "high end" product BG 800 or upgraded BG 700