Barco Projection Systems

(A):
Worldwide niche
marketing
Group 8

Issue at hand
Sony 1270 expected to disrupt
projector market
Best performance in market
Priced 20%-40% below market price

Concern for BPS

Collapse of traditional market
segmentation
Price drop to untenable levels
Stands to lose 75% of its forecast 1990
profits

Current Market Position of

BPS
Market Share
4% in video projectors
23% in data projectors
55% in graphic projectors

SWOT
Strength
R&D strength
Product quality
Better products from competitor
Upgrading on scan rates front to cater to latest
computer technology
Technology leader in high end market
80% sales through systems type

Weakness

SWOT

Opportunity

Threats

SWOT
Strengths
R&D
strength
Product
quality
Better
products
from
competitor
Upgrading
on scan
rates front
to cater to
latest
computer
technology
Technology
pioneer in
high end

Weakness
Less user
friendly
Higher
prices
weakens its
competitive
edge
Dependence
on Sony for
spare parts.

Opportunities

Threats
Sony 1270
Superdata
projector
Sonys cost
advantage
Electrohome
in graphics
market

Challenges

Possible wayouts

Best alternative