Barco Projections Systems (A)
A Harvard Business School Case
Table of Contents:
Barco Projections Systems (A) 1
A Harvard Business School Case 1
1. External Situation Analysis 3
1.1. The Market 3
1.2. Growth 3
1.3. Competition 3
2. Internal Situation Analysis 4
2.1. The Company 4
2.2. Current Situation and causes 4
2.3. SWOT Analysis 4
3. Marketing Strategy 5
3.1. Product and R& D Strategy 5
3.2. Pricing Strategy 5
3.3. Life Cycle Strategy 6
3.4. Sales and Distribution Strategy 6
4. Appendix 7
1. External Situation Analysis
1.1. The Market
The projector market is segmented in 3 main areas with predicted growths according to the table 1 and figure 1 showing the video segment becoming a commodity, the data segment growing with 12.3% and a strongly growing graphics market with 40.2% predicted growth per annum over the next 5 years.
A major characteristic of the market is its high velocity of innovation and the increasing demand for private and industrial customers for cutting edge technology.
The new generation of devices has just been brought to market with digital data projection and hand held remote control.
According to Porters "Five Forces" BPS is focusing on:
1. Searching for the best possible image (competitors)
2. Flexibility towards input (potential entrants)
3. Increasing user-friendliness (buyers)
4. All together building power against possible substitutes
5. A potential vulnerability was it's dependency on Sony tubes (supplier)
According to the table 2 and figure 2 as well as table 1 one sees that the video market is mature and only a marginal growth (0.8%) can be expected, BPS market share growing slightly over the industries index, so BPS can expect to make some profits in this segment, though limiting R&D efforts.
In the data segment we predict a considerable growth averaging...