Barco Projection Systems

In: Business and Management

Submitted By chocochar
Words 1062
Pages 5
1. Discuss Barco’s product line strategy before it faced unexpected competition from Sony.

Barco’s product line strategy involved differentiating their products based on scan rate, which measure the speed at which the projector was able to read and process incoming electronic signals. The projectors were differentiated into the following 3 categories: video projectors, data projectors, and graphics projectors.

Video projectors were designed for the compatibility with standard video sources, and were scanned at 16kHz. Data projectors were used for displaying input from personal computers as well as video sources, and were scanned at 16kHz to 45kHz. Graphics projectors could accept input from powerful computer-aided design and manufacturing systems, as well as video and data sources, and were scanned at 16kHz to 64kHz.

Barco’s first projector was a video projector for showing movies on airplanes. From there Barco developed its projector market share and moved on to more complicated products, which included the use of the projectors with computers. Their intention was to tap on the highly niche high-end market and not the general consumer market for projectors. They focused on research and development to integrate the fast moving technology into their projectors so as to keep up to date. The constant improvement of their technology was essential and their final aim for the development of projectors was the digitally controlled projector market.

Barco also aims to have the first mover advantage in their products. They aim to release their high performance products into the market as the innovator of the product, thereby selling it for a premium. Upon competition arriving, they would then move on to products of a even higher calibre. They do not intend to enter into price wars with competitors as they feel that they have nothing to gain from it and in most…...

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