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Barco Projections Systems A A Harvard Business School Case Table of Contents Barco Projections Systems A1 A Harvard Business School Case1 1 External Situation Analysis3 11 The Market3 12 Growth3 13 Competition3 2 Internal Situation Analysis4 21 The Company4 22 Current Situation and causes4 23 SWOT Analysis4 3 Marketing Strategy5 31 Product and R D Strategy5 32 Pricing Strategy5 33 Life Cycle Strategy6 34 Sales and Distribution Strategy6 4 Appendix7 1 External Situation Analysis 11 The Market The projector market is segmented in 3 main areas with predicted growths according to the table 1 and figure 1 showing the video segment becoming a commodity the data segment growing with 123 and a strongly growing graphics market with 402 predicted growth per annum over the next 5 years A major characteristic of the market is its high velocity of innovation and the increasing demand for private and industrial customers for cutting edge technology The new generation of devices has just been brought to market with digital data projection and hand held remote control According to Porters Five Forces BPS is focusing on 1Searching for the best possible image competitors 2Flexibility towards input potential entrants 3Increasing user-friendliness buyers 4All together building power against possible substitutes 5A potential vulnerability was its dependency on Sony tubes supplier 12 Growth According to the table 2 and figure 2 as well as table 1 one sees that the video market is mature and only a marginal growth 08 can be expected BPS market share growing slightly over the industries index so BPS can expect to make some profits in this segment though limiting RD efforts In the data segment we predict a considerable growth averaging 123 and BPS growing with the industry maintaining its respectable market share On the other hand BPS is expected to constantly lose about 10 market of share per
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