Citation: Dolan, Robert J. “Barco Projection Systems (A): Worldwide Niche Marketing, Teaching Note.” Harvard Business School Teaching Note , June. Barco Projection Systems (A): Worldwide Niche Marketing Essay example. Words 7 Pages. Q1. What are the key differences between Sony’s and Bacro’s. Barco Projection Systems (a): Worldwide Niche Marketing Essay. Words Dec 5th, 8 Pages. Q1. What are the key differences between Sony’s and.

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Throughout all these years, Barco N. However, in the s, Barco N.

Projection system, including video, data, and graphic projectors, had not yet been popularly introduced to the world. Almost every industry which needs marketnig projection systems such as automated production control systems, computer-aided design, and industrial projection was using Barco N.

Nevertheless, in the late s, due to the improvement of technology, the other companies had the capabilities to compete with BPS in the projectors area.

For instance, Sony was one of the biggest competitors which gave BPS an enormous challenge in This was when the three most important leaders, Erik Dejonghe, Frans Claerbout, and Bernard Dursin, in BPS should make decisions on price and product development plans.

First of all, although NEC was the first company which came up with the idea of applying digital convergence technology on projectors in the market, the inefficient distribution system compromised the success of the company.

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Second, Electrohome was the biggest competitor of BPS in graphic projectors market. Unlike NEC, Electrohome had the distribution advantage compare to others, especially its specialised dealers. Despite of the great distribution system, Electrohome still owned fewer market shares than BPS.

Case Analysis: Barco Projection Systems – Case Study

Last but not least, in fact, Sony was probably the strongest rival BPS had ever met. The three major components of projectors Sony used were as good as BPS.

However, inSony proved Frans Claerbout wrong. Supplying the tubes to BPS was a very important leverage for Sony, which could make Sony the dominator in the projectors market. And, that was exactly what Sony did. First, the strongest strength BPS had was its scan rate of projectors.

The scan rate of BG was 64 kHz which was the highest scan rate in the market before the Sony showed worldiwde. In addition, the targeting customers for BPS were mostly the industry which needed the professional projectors for businesses. Second, the weakness of BPS would be its higher price of projectors. BPS positioned itself in the market as a prokection, professional projectors brand.

So, compare to the other companies, the price of its projector would be too high to accept for some customers. As I mentioned before, the complexity of its projector could be difficult for customers to understand and install. The most crucial weakness of Systes would be the source of components.


Buying tubes from Sony was too risky, and it definitely would cause problems in the future.

Barco Projection Systems by Stephanie Schjang on Prezi

BPS could hold on to this kind of opportunity and cooperate with Sony. Last, the most threats of BPS were from Sony. Sony had much more dealers in US and European market, which made its distribution process more fluent.

Moreover, the fact that Sony had its own tube supply division was a huge threat to BPS, not to mention that BPS was buying from that division.

Case Analysis: Barco Projection Systems

Retrieved 09,from https: Barco Projection Systems” Essays Page 1 of 6. Challenges Nevertheless, in the late s, due to the improvement of technology, the other companies had the capabilities to compete with BPS in the projectors area. Read Full Essay Save. Only available on Essays

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