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1 What product development strategy would you recommend Which products should the company pursue Which should phase out BPS is threatened by Sony introduction of the 1270 projector that has a better performance and much lower price than BPS projectors BPS could lose as much as 75 of its 1990 forecasted profits from 30 to 60 market share loss in the graphics segments and erosion in sales in the data segment BPS lacks a consistent strategy for marketing and product development since product evolution at BPS was more a result of engineering solutions to problems that arose than a specific development plan and as a nicher BPS has failed to protect and to create more niches BPS also lacks a competitor intelligence strategy and furthermore it assumed that competitors like Sony would respect forever their vision of the market place Therefore we recommend developing a Marketing and RD strategy that helps BPS to achieve the following 11 Increase efforts to encourage innovation and promote new product generations aimed to support Barcos mission of being the technology leader among the 3 top manufacturers Innovation can also lead to create new 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 RD considerably above the 1989 level of 87 of revenue see Exhibit 1 to even a double level in the first year The new budget must be applied mostly to develop the data and graphics segments that have higher projections in growth and market share for BPS Exhibit 2 shows growth and market share projections for 1989-1994 as well as to develop new segments 12 Concentrate in creating simpler and more user friendly products New characteristics of next product generations should include -among other things- ease of use for control panels and instructions and thorough and appealing-to-read manuals Developing less complex products will have the following
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