Barco

Part-time International MBA 2007-2008 Assignment Marketing Barco Case Prof. Dr. ir. Marion Debruyne Michel Defloor Kristof Geilenkotten Mark Veugelers Nathan Vastesaeger Wim cutting edge de Velde Barco Projection Systems Division Content Table 1. Brief diagnosis and ex intendation of the main problem 2. Analysis of the main problem 3. Recommendations and justifications a. harvest-time evolution plans b. Pricing of current reapings c. Pricing st browsegy in light of BG800 demonstrate d. Summary 4. References 5. attest 1 6. Exhibit 2 Page 2 of 8 Barco Projection Systems Division 1. Brief diagnosis and exposition of the main problem Based on Barcos dedication to Product leadership as a competitive edge, Barco has elect a niche market of technically superior projectors. This allows Barco, as a performance and product leader, to charge higher prices than the competition. Sonys surprise introduction of the 1270 is a clear outpacing attack(1) on Barcos niche market. The 1270 from Sony is considered technically superior and lower priced, compared to Barcos be after projectors. Traditionally, Barco has segmented the market for its products on the basis of the scan rate of projectors into three main segments: video, data and graphics.

Sony is trying to overcome this sectionalization by addressing the data and graphics with one superior product (1270). Barco now has to deal with the following issue: Sony will launch a superior product, forcing Barco out of its technical leadership, and at a lower price, supported with a cost advantage callable to mass production. Barco will have to decide on sound its prices for current products and/or react with the introduction of an even improve product. 2. Analysis of the main problem Barco does not sell its projectors, market-driven and technology driven: marketing strategy and product development follows engineering. Product development is based on engineering solutions to problems that stand rather than on a specific development plan or... If you want to get a full essay, order it on our website: Orderessay

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