Barco Projection Systems - Strategic Recommendations.
Marketing Management
Course MGMT : 5250
Case Study
Barco Projection Systems
Strategic Recommendations
By Kirrily Van Riel
INTER OFFICE MEMO
To: Mr Erik Dejonghe
Cc: Mr Frans Claerbout
From: Kirrily Van Riel
Re: Strategy regarding launch of Sony 1270
Please find attached a summary of recommendations relating to the pending Sony 1270 launch as discussed at our meeting earlier this week.
If you have any further queries, please do not hesitate to contact me at the office as soon as required.
Yours sincerely,
Kirrily Van Riel
Summary of Recommendations:
- All current BPS development projects should be put on hold to facilitate the January launch of the BG800 at the 1999 Infocomm Trade show. The BG800 should replace the BG400 and should be priced between 800,000Bfr and 100,000Bfr.
- A lower specification model (The BG700) should be made available to the “Data” segment in conjunction with the BG800. The BG700 will replace the BD600 and should be priced between 450,000Bfr and 500,000Bfr.
- The BD600s should continue to be made available to the Video segment based on the assumption it is currently a profitable segment.
- A comprehensive communication strategy should be implemented in conjunction with these short term product mix amendments.
- Extensive research should be undertaken within the next 12 months to define changing needs of existing segments and emerging market trends or opportunities.
- Product development should be conducted in relation to end users needs (as opposed to current product based approach) and research findings utilized to facilitate further growth in existing segments and entry into new ones.
- International markets (particularly Asia) should be viewed as highest growth and profit potential and thus should be focused on accordingly.
- Finally, I do not recommend that the existing company strategy be changed.