《R O W L A N D T . M O R I A R T Y》.docVIP

R O W L A N D T . M O R I A R T Y  9 - 5 9 1 - 1 3 3 R E V : M A Y 9 , 2 0 0 2  Barco Projection Systems (A): Worldwide Niche Marketing 巴可投影系统(一):世界利基营销 On Saturday morning, September 23, 1989, Erik Dejonghe, Frans Claerbout, and Bernard Dursin were drafting a crucial presentation that Dejonghe was scheduled to make to the Barco N.V. board of directors on Monday. As senior vice president and chief operating officer (COO) of Barco N.V., with responsibility for Barco’s Projection Systems Division (BPS), Dejonghe had to respond to a competitor’s recent move that threatened the heart of the division’s sales. Claerbout, the general manager of BPS, and Dursin, in charge of managing Barco’s distribution subsidiaries and coordinating worldwide marketing of projectors, had both worked closely with Dejonghe to formulate the company’s options. 在星期六的早上,年9月23日,1989,埃里克,弗兰Dejonghe Claerbout,伯纳德Dursin在起草一个至关重要的演讲 Dejonghe预定的。董事会巴吗董事在星期一。作为高级副总裁兼首席运营官(COO)。,巴负责投影系统组 (巴BPS),Dejonghe有回应最近的行动威胁对手的心。该部门的销售Claerbout,一般Dursin BPS,经理,负责管理 分公司和巴分布协调全球营销的投影仪、都Dejonghe通力合作制定公司的选择。 One month earlier, the Sony Corporation surprised BPS and the rest of the industry by unveiling its 1270 “superdata” projector at the Siggraph trade show in Boston. At Siggraph, Sony’s product seized first place as the industry’s highest-performing projector from BPS’s BG400. More damaging, the 1270 was rumored to be priced 20% to 40% below the established market price in its performance class. The industry saw the 1270’s positioning as an attempt to widen the market through lower prices. For BPS—a small, batch manufacturer—the 1270’s combination of low price and high performance threatened both to collapse its traditional market segmentation and drop prices to untenable levels. Dejonghe estimated that BPS stood to lose as much as 75% of its forecast 1990 profits. 一个月前,索尼公司惊讶BPS和其他产业揭幕1270年的“投影”superdata图像贸易展在波士顿。在图像,索尼产品 抓住第一名的highest-performing投影机产业从BG400 BPS的。更大的损坏,1270谣传说20%到40%的定价低于市场 价格在