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Barco Case Discussion Essay

974 words - 4 pages

Q2. Consider a hypothetical case where Sony was to charge $9,000 for its new 1270 'super data' projector (assuming that 1270's marginal cost is much lesser than $9000). Do you think that Sony can merge the data and the video segments (in other words, it will attract a good chunk of customers, typically >30-40% of the share, in each of the two segments) if it was to charge the $9,000 price for 1270? Give reasons for your answer. Next, consider the hypothetical case where Sony was to charge $15,000 for the 1270 projector. Do you think Sony would be able to merge the data and the graphics segments if it was to charge the $15,000 price for 1270? Give reasons for your answer.Hypothetical case ...view middle of the document...

However, as they are getting a higher scan rate at lower price, assumption can be made that they won't mind buying a cheaper projector with the higher product performance, this assumption may not hold true in some situations:* If low price signals low quality to the customer. In such a case, consumers might infer the $9,000 projector to be of a lower quality. This happens when consumers do not have enough information about the performance of the product and they rely on cues such as price to make inferences about the quality of the products. However 'price signaling quality' issue may not be a big concern as Sony has a sound established reputation in the market of being a tech savvy firm. Further, Sony can tackle this issue by physically demonstrating the performance of the product and giving additional unbiased information to the customers through third party sources.* If a high priced projector has a snob value - where paying a higher price of $12,000 means exclusivity for the consumer. In such a case, the consumer in data segment would not be inclined to buy a cheaper product.In data segment Sony has a market share of 49%. To extract 30%-40% from the remaining 51% Sony will have to also take part of Barco's market share of 23% which is a well established brand in the data segment. Hence, in may not be a good idea to merge the video and the...

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