1. What product comement strategy would you recommend? Which product(s) should the company observe? Which should phase out? bps is threatened by Sony ingress of the 1270 projector that has a better performance and much lower damage than bits per second projectors. BPS could lose as much as 75% of its 1990 forecasted profits, from 30% to 60% mart share sack in the graphics segments, and erosion in sales in the data segment. BPS lacks a consistent strategy for trade and product development since product evolution at BPS was more(prenominal) a result of engineering solutions to problems that arose than a particular proposition development plan , and as a nicher BPS has failed to hold dear and to create more niches. BPS also lacks a adversary intelligence strategy and furthermore it assumed that competitors (like Sony) would respect unceasingly their vision of the market place.
Therefore, we recommend developing a merchandise and R&type A;D strategy that helps BPS to give the following:
1.1 Increase efforts to encourage innovation and promote reinvigorated product generations aimed to support Barcos mission of being the technology tingeer among the 3 top manufacturers. Innovation can also lead to create rude(a) profitable niches or segments, as BPS successfully did creating the graphics segment in 1987 with the BG400 projector. The effort consists in increasing the budget for Marketing and R&D considerably above the 1989 level of 8.7% of r all the sameue (see Exhibit 1) to even a double level in the first year. The bracing budget must be applied mostly to develop the data and graphics segments that have higher projections in appendage and market share for BPS (Exhibit 2 shows growth and market share projections for 1989-1994), as well as to develop new segments.
1.2 Concentrate in creating simpler and more user friendly products. modern characteristics of next product generations should include...
This essay covers in depth the forthcoming pricing strategies to respond to Sony 1270 release and also the strategy that Barco should adapt. For more information on this case please refer to
Managing node Value - Barco Projection Systems (A): Worldwide Niche Marketing . CheatHouse. November 13, 2006. Tuesday, 14 November 2006: 4:58 pm
<http://www.CheatHouse.com/essay/essay_ view.php?p_essay_id=79372>
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