Barco

1. Do you think that the following factors represent important strategic resources for Barco?

• Barco’s dealer network

• Barco’s brand

• Barco’s electrical engineers

Assumption on timeframe: Sony has just unveiled 1270 projector at Siggraph trade show in Boston but has not distributed it yet.

Dealer Network

Characteristics of Strategic Resource | Does it have this characteristic? | Reasons |

Ownership and control | No | Barco does not own dealer network. Dealers can sell both Sony and Barco products. |

Differentiation | No | Barco dealers are not known to be different from Sony dealers. |

Sustainability | No | Main reason for dealers to sell Barco projectors is the higher profit margin, but the higher profit margin can be eroded by competition. |

Customer satisfaction | Yes | Majority of Barco’s dealers are system dealers who have the know-how to integrate and install Barco’s complex systems. |

Brand

Characteristics of Strategic Resource | Does it have this characteristic? | Reasons |

Ownership and control | Yes | Barco owns and controls its own brand of projectors. |

Differentiation | Yes | Barco projectors are known for highest quality final image (high scan rate), and excellent reliability. |

Sustainability | Yes | Barco has been able to sustain development of new product (until latest development of Sony’s 1270 projector). |

Customer satisfaction | Yes | High customer satisfaction but this is at risk as customers also feel that Barco products are too complex and not user-friendly. |

Electrical Engineers

Characteristics of Strategic Resource | Does it have this characteristic? | Reasons |

Ownership and control | Yes | Engineers are strategic Barco’s employees, who will reinforce Barco position as market leader (providing Barco ownership and control) by investing in development of BG800 |

Differentiation | Yes | Engineers are strategic Barco’s employees, who will reinforce Barco position as market leader by...