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
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Barco Projection System Based on Barco’s commitment and its research data since the advent of the company‚ it is evident that Barco does not sell its product‚ driven by market demand but is highly technology driven: marketing strategy and product development follow engineering. This allows Barco to charge higher prices (evident due to higher quality product) than the competition. Sony’s surprise introduction of the 1270 is a clear attack on Barco’s niche market. In general‚ Barco’s main products
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Barco Projection Systems (A): Worldwide Niche Marketing In response to Sony’s low priced and high performance 1270 projector‚ Barco should continue with its scheduled BD700 and accelerate development for the BD800. Though the BD700 is the first digitally controlled projector with scanning frequency‚ it still would not be as competitive against Sony’s new model 1270. Therefore‚ Barco will have to launch this product with a significant price differential from the 1270 so that customers will be
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Barco Systems Recommendation: We believe Barco should proceed with the planned introduction and launch of the BD700 in October 1989 at a reduced price of $12‚000 to shield it from the impact of Sony’s 1270 in case the same is launched at $15‚000. This price reduction is feasible because the data segment earns a high margin of 51% which can be used to reduce the price. The BD700 would have a scan frequency of 64 kHz which while short of the 1270’s 75 kHz would be sufficient for a data projector
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UV5142 Rev. Jun. 27‚ 2011 HEINZ KETCHUP: PRICING THE PRODUCT LINE An Iconic Brand Heinz Ketchup had long been a nostalgic piece of Americana. Millions of consumers in 140 countries from all walks of life have purchased and used what has become a symbol of American innovation and prosperity. In the United States‚ ketchup was ubiquitous‚ always served with American favorites such as hot dogs‚ hamburgers‚ and french fries. Its presence graced the tables of outdoor barbecues‚ church festivals‚ truck
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A product line extension is the use of an established product’s brand name for a new item in the same product category. Line Extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavors‚ forms‚ colors‚ added ingredients‚ package sizes. This is as opposed to brand extension which is a new product in a totally different product category.Line extension occurs when the company lengthens its product line beyond its current range
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Product management • Product (or service) management includes a wide range of management activities‚ ranging from – the time that there’s a new idea for a product – to eventually providing ongoing support to customers who have purchased the new product. Product strategy Product management and its role in company management Lecture 1 • Every organization conducts product management‚ whether it’s done intentionally or unintentionally. Product related decision proces as content of scientific
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Products Strategies The current strategy for KFC Malaysia of the product strategy varies; they have used many strategies in order to perform well in the market. Below are some of their current strategies. Value Their current value added of their product is collaboration with hotlink‚ that when customer receives a sms from hotlink‚ they can go redeem the product of discounted food from KFC Malaysia outlet. Another value added of their products is free gifts‚ drinks upgrade to bigger portion. Scope
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Which of three product development options should BARCO pursue and why? Going by all the information given in the case‚ Barco should go for launching the BD700 in time for Infocomm in January 1989. The reasons for this decision are as follows: • The BD700 is Barco’s pet project that has already seen an investment of 180 person months. Only about 27 person months more is to be allocated for its full launch development. This is not a high amount and a fully functional version can easily be launched
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1990 1991 1992 1993 30‚349 32‚929 35‚728 38‚764 42‚059 45‚634 2. Describe Barco’s product line evolution over time – focus on the time when different products in the line were introduced and upgraded. Video Projector: 1982: BVI (16 kHZ‚ 450k Bfr‚ $11‚250) 1984: BV2 (16-18 kHZ‚ 395k Bfr‚ $9‚875) 1987: BD400 (16 kHZ‚ 325k Bfr) 1988: BV600 (16 kHZ‚ 350k Bfr) 1989: BD600S (16 kHZ‚ 360k Bfr) //main line of video projectors sold for 280k Bfr‚ $7‚000 Data Projector: 1983: BD1 (16-18kHZ‚
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