BARCO Projection Systems

Presented byo o o o o

Manoj Guptha Indrojit Saha Sandeep Rath Vaibhav Ankita

BARCO's Product strategy

Becoming leader in variety of markets

 Complete knowledge of new market & technology  Vision of being top three manufacturers

Strong commitment to Research & Development

 8 to 10 percent of turnover dedicated to R&D

Expansion of international presence

 Global expansion campaigns launched

Threats
Less user friendly projectors Stiff competition from Sony in data projectors Lower street price of Sony due to large no of dealers in US market. Dependency upon Sony to obtain tubes. The Sony 1270 launch

Sony came up with a new model of projector, the 1270.

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Launched in August,1989.

U.S. market was chosen for the kick-off preview.

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Opportunities
Higher international presence in Graphical projectors. Preference of dealers due to higher profit margin. High quality image and high reliability Capability to produce BG800 which surpasses Sony 1270s performance

Steps taken by Sony

A surprise kick in the market with the launch of 1270. Keeping a lower price range for capturing the market. Largest ever publicity campaign. Targeting US and European markets as they formed the majority of revenue.

Motives of Sony
Not interested in competing with Barco in the graphics market. Reconquer the graphics and data market. Break the market image as producer of low-end products.

Options for BARCO

Introducing Barcos BD700 as per the plan in October,1989. Introduce digital graphics projector BG700 which would require another 3 months of effort over BD700. Switch to the development of BG800 immediately with at least 90kHz of scanning frequency.

Feasible Strategy for BARCO

Introducing BD700 in October as per schedule to cater to the needs of the customers who paid in advance. Developing BG800 quickly and launching at a lower price than Sonys 1270 to have an edge in market.

Thank you