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Case
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Reference no. 9-512-P01
Portuguese language
Subject category: Marketing
Authors: Rowland T Moriarty Jr; Kista McQuade
Published by: Harvard Business Publishing
Originally published in: 2011
Version: 9 May 2002
Revision date: 29-Apr-2019
Length: 21 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines; Competition; New product marketing
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Abstract

This is a Portuguese version. Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphic projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp introduced a higher performance graphics projector at a considerably lower price than Barco's existing projector. As a result, Barco is faced with being pre-empted in their fastest growing segment by a competitor with much larger resources. Deals with how a small niche player deals with considerably larger competitors in a global environment.
Location:
Belgium
Industry:
Computers & electronics
Size:
USD50 million revenues
Other setting(s):
1989-1990
Teaching note
-
Reference no. 5-592-098
Subject category: Marketing
Authors: Robert J Dolan
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 3 June 1992
Length: 12 pages
View full details
Case
-
Reference no. 9-591-133
Subject category: Marketing
Authors: R Moriarty Jr; Kista McQuade
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 9 May 2002
Length: 19 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details
Compact case
Supplement
-
Reference no. 9-591-134
Subject category: Marketing
Authors: Kista McQuade; Rowland T Moriarty Jr
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 25 April 1996
Length: 1 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details
Compact case
Supplement
-
Reference no. 9-591-135
Subject category: Marketing
Authors: Kista McQuade; Rowland T Moriarty Jr
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 25 April 1996
Length: 2 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details
Compact case
Supplement
-
Reference no. 9-591-136
Subject category: Marketing
Authors: Kista McQuade; Rowland T Moriarty Jr
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 25 April 1996
Length: 2 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details

About

Abstract

This is a Portuguese version. Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphic projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp introduced a higher performance graphics projector at a considerably lower price than Barco's existing projector. As a result, Barco is faced with being pre-empted in their fastest growing segment by a competitor with much larger resources. Deals with how a small niche player deals with considerably larger competitors in a global environment.

Settings

Location:
Belgium
Industry:
Computers & electronics
Size:
USD50 million revenues
Other setting(s):
1989-1990

Related

Teaching note
-
Reference no. 5-592-098
Subject category: Marketing
Authors: Robert J Dolan
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 3 June 1992
Length: 12 pages
View full details
Case
-
Reference no. 9-591-133
Subject category: Marketing
Authors: R Moriarty Jr; Kista McQuade
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 9 May 2002
Length: 19 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details
Compact case
Supplement
-
Reference no. 9-591-134
Subject category: Marketing
Authors: Kista McQuade; Rowland T Moriarty Jr
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 25 April 1996
Length: 1 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details
Compact case
Supplement
-
Reference no. 9-591-135
Subject category: Marketing
Authors: Kista McQuade; Rowland T Moriarty Jr
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 25 April 1996
Length: 2 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details
Compact case
Supplement
-
Reference no. 9-591-136
Subject category: Marketing
Authors: Kista McQuade; Rowland T Moriarty Jr
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 25 April 1996
Length: 2 pages
Data source: Field research
Topics: International marketing; Marketing strategy; Target markets; Product development; Product lines
View full details