Product details

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Case
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Reference no. 9-512-P01
Portuguese language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2011
Version: 9 May 2002
Revision date: 29-Apr-2019

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:
Size:
USD50 million revenues
Other setting(s):
1989-1990

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:
Size:
USD50 million revenues
Other setting(s):
1989-1990

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