Barco

Barco projection system as Barco N.V’s second largest division, its strategy to be successful in the market is to niche its product lines in the field of high-end markets. BPS aimed to enter any markets only if they had possessed in-depth knowledge and professional technology to be the top manufacturer about the industry. Moreover, Barco devoted itself into research and development of their products. So understanding the specific data and information is a very vital part of Barco’s employee culture. As an outstanding firm, Barco also took part into international expansion to further develop their company. Acquisitions and joint ventures outside the domestic market helped Barco gained large amount of profit for the company.
1 Describe the product line strategy of the Barco Projection Systems Division. Barco developed three lines of projections in 1989, which are video, date and graphic respectively. One very important component role played in all three types of projectors is scan rate. Barco projector lines are differentiated according to its scan rate. To purse a specific direction for Barco to develop further, Barco went with untested market for computer compatible projectors. By doing that, they had a discussion with IBM. This collaboration resulted in a increase in scan rate for the application and required flexibility to let different scanning standards to properly use it. Although it is somehow complicated, Dejonghe thought it is a good idea to drive the competition out of the market, so that Barco could be the only one who took this advantage. Following by this, Barco started to limit scan rate for three kinds of projectors to satisfy different demands of end users. Scan rate ranged from low to high depend on whether it is a video-only, data or newest graphic lines. Other than the innovation in untested market, Barco strived for innovation on the device its own. They added the features of remote control for BPS settings to be carried out manually.