Barco Projection Systems (A): Worldwide Niche Marketing By Rowland T. Moriarty Jr.; Krista McQuade

115.00$

Subjects Covered:

Competition; International marketing; Marketing strategy; New product marketing; Product development; Product lines; Target markets

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Description

Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance graphics projector at a considerably lower price than Barco’s existing projector. As a result, Barco is faced with being preempted in their fastest growing segment by a competitor with much larger resources. Deals with how a small niche player deals with considerably larger competitors in a global environment.

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