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Barco Case Discussion Essay

737 words - 3 pages

Q1. What are the key differences between Sony's and Barco's strategies as far as their product roll out is concerned prior to Aug 1989 in the projector market (that is, you need to compare and contrast the chronological order and the scan rate/prices/other features of the models that both players introduced in the market prior to Aug 1989)? Why is it that both players were playing such different strategies prior to Aug 1989?Barco launched its first projector, BV1, with a scan rate of 16 KHz and priced at $11,250, in the video segment in 1982. Focused on its strong commitment to R&D and to expand its market internationally Barco introduced BD1, with scan rate of 16-18 KHz and priced at $13,500, in the data segment in 1983. Over the next two years Barco introduced BD2, BD2B and BD3, in data segment, raising the scan rate from existing 16-18 KHz to 16-32 KHz and with the projectors priced between $14,750 and $17,000. In 1986, Barco introduced BDHR, its first projector in the graphics segment, with a scan rate of 16-45 KHz and priced at $17,375. Further, barco continued its development for newer and improved products and introduced BD600S, with scan rate of 16 KHz and priced at $9,000 in video segment, BD600, with scan rate of 16-45 KHz and priced at $12,000 in data segment, and BG400, with scan rate of 16-72 KHz and priced at $24,000, prior to august 1989.Sony entered the industrial projection market with 1020, its first video projector, in 1985. Although 1020 was slower compared to Barco's video projectors available at that time, it had a sharper focus indicating a better quality tube. By 1988 Sony became the main player in the video segment with a market share of 50%. Sony also captured 49% share of the data segment, though its most powerful projector, 1031, in data segment was limited to scan rate of 35 KHz.Barco's strategy was to target variety of distinct, but complementary, niche markets. Barco entered market only if it had in-depth knowledge of the market and the technology involved and if it could be among the top three players in that market. It had strong commitment to R&D continued investment in R&D helped Barco to keep them ahead of the industry...

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