Barcoc Case

Barco Projection Systems A Case Study by Brendan Cronin Belinda DeSousa Megan Cruz Patrick McHugo Mike Wallace 1

Current Position• Barco N.V. is one of the top three worldwide manufactures with a focus on expensive high quality products in a niche market.• It focuses on graphic projectors, which has the maximum growth and revenue in the projector market.• Barco’s market share are as followed: – 4% in video projectors – 23% in data projectors – 55% in graphic projectors• Major competitors to Barco are Sony, Electrohome, and NEC• The product that would compete with the Sony 1270 (BG 800) had a 40% chance of being completed by the Infocomm trade show 2

Barco’sstrengths and weaknesses as they relate to Sony. Barco’s Strengths:•Barco’s products had a better scan rate than Sony•Barco’s dealers were 20% box dealers and 80% systemdealers.•Sony’s dealers were 50% box dealers and 50% systemdealers.

Barco’sstrengths and weaknesses as they relate to Sony. Sony’s and Barco’s Market Strengths:•In data projection, Sony held largest % of the marketplace.•In graphics, Barco was number one in the market.•In terms of performance, Barco ranked higher thanSony.

Barco’sstrengths and weaknesses as they relate to Sony. Sony’s Price and Dealer Strengths:•On average, Sony’s products are priced 15% lowerthan Barco’s products.•Sony’s discount for the final sale: 15%•Barco’s discount for the final sale: 10%•Sony’s dealer coverage in U.S: 500•Barco’s dealer coverage in U.S: 100

Barco’sstrengths and weaknesses as they relate to Sony. Sony’sDealer Strengths:•An estimated 80% to 90% of professional audiovisualdealers worldwide carried Sony video equipment.•This help build Sony’s reputation for reliability and lowprices among dealers.

Barco’sstrengths and weaknesses as they relate to Sony. Sony’sSupplier Strengths:•Sony produced higher quality tubes over Barco’ssupplier Clinton.•Sony is now Barco’s sole supplier.•Sony has a new competitive edge over Barco

Barco’sstrengths and weaknesses as...