Barco Projection Systems (A): Worldwide Niche Marketing Harvard Case Solution & Analysis

Deal with the issue of niche marketing in the international market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been a leader in performance. In August 1989, Sony introduced a more graphics performance of the projector at a much lower price than existing projector Barco. As a result, Barco is faced with being interrupted in the rapidly growing segment of the competitors with greater resources. Deals with how a small niche player deals with much larger competitors in the global environment. "Hide
by Rowland T. Moriarty Jr., Krista McQuade Source: HBS Premier Case Collection 19 pages. Publication Date: June 10, 1991. Prod. #: +591133- PDF-ENG

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