Essay About Barco N.V. Coofrans Claerbout And Superdata Projector

Barco Case
ÖZET:Erik Dejonghe: Barco N.V. COOFrans Claerbout: GM of BPSBernard Mursin: Manager of subsidiariesIssue to Solve: One of Barco’s competitors (Sony) will launch a new product (1270 superdata projector) very soon in the Infocomm tradeshow. Barco’s best product is BG 400 currently (Barco Graphic Projector) and Sony’s new 1270 will be cheaper (btw %20-%40 acc. to rumors) than BG400 while having better performance (actually will be the best in the market). This attack of Sony can create a huge loss of BPS (Barco Projection Systems) up to %75 of profits in 1990. Barco’s STRATEGY: Barco committed itself to becoming a leader in a variety of distinct, but complementary niche markets. (top products in the niche markets) R&D is vital for Barco; %8-%10 budget of its annual turnover; %15 of employees are R&D people.Barco seeks to grow in international sales, product development and production. Video projector segment is commodity. Therefore, BPS spends less effort on that segment and focus on technological high end products. Barco’s Product Lines: Automated production control systemsGraphic ArtsComputer aided designİndustrial productionBPS has Three lines of Projectors: (what differentiates BPS projectors ? Scan Rate !)Video → TV broadcasting and VCR. 16khz powerData → personal computers as well as video sources. 16khz-45khz powerGraphic → sophisticated products, including video-data duties but has more like powerful computer aided design and manufacturing. 16khz-64khz power. (!) Weak points is Barco’s highest scan rate is 64khz currently. If a competitor has a better scan rate projector, what’s gonno happen ;)(!!) Barco focused on data and graphics projectors. These 2 projectors requires use of technology, R&D and more profitable. (!!!) in 1981, Barco Vision (BV1) created. Target markets are Europe and USA.(!!!!) For the future, Barco has chosen a strategy to focus on computer applications. To support this strategy, Barco should have:Higher scan ratesFlexible design for scanning frequencies so that computer companies with different standarts could use it.Complexity is appreciated. The more complex product Barco has, the lower possibility a competitor can do similar one. Application shpuld expand projection markets. Projectors comprised 3 major components: Tubes → Barco’s product line based on 7” tubes. ! (Tubes hold %15 of the costs of a projector)Lenses → (Lenses hold %20 of the costs of a projector)Electronics → Barco’s traditional strength comes from elecronics. With the same tubes and lenses, Barco can create better projectors than competitors. (Electronics hold %50 of the costs of a projector) …The remaning costs %15 are mechanics and housing…How Projector Performance is evaluated ? Brightnessİmage QualityResolutionin 1983 → Barco Data; 1st computer compatible projector, 13500$in 1984 → BV2, 9875$ and BD2, 14750$From 1984 on, Barco not only continue to produce video and data projectors, but also started to work on graphics projectors to use its technology. in 1987 → Barco presented its first graphic projector BG400, 25.000$. BG400 has scan rate up to 72khz. In 1989, BG 400 was priced at 24.000$. [pic 1]Barco’s product line: BD600 → data projector with 45khz power, 12.000$