Nao Case Examination

 Essay upon Barco Circumstance Analysis

Barco Case

Group members: Siyu Liu, Yating Li

Che Zheng, Liang Jingle, Xiaoxuan Gu

I. SYNOPSIS

In order to keep BPS expensive projector industry and keep substantial market share in the marketplace on the existing of the competitive of Sony's production, we had a drastic conversation about BPS's situation. Through discussion, we define the difficulties that BPS is facing. Then, we analysis its three conceivable strategies that include pricing option, production development option and stability of supply option to deal with their dilemma scenario. At last, we draw a conclusion that if BPS wants to make it through in the top quality market competition, it has to change all of its attention within the development of BG800. II LAUNCH

BPS was your second major division of Nao N. V with many employees and high market share that designed manufactured and sophisticated video projectors intended for industrial app. The element that makes it therefore different is that they produce the projectors with high check rate. It is main rival is Sony projector, while it acquires tubes coming from Sony under one building supplier, meaning BPS uses certain amount of technical and developmental details of Volvo. But Sony's activity shocked BPS that they launched superdata 1270 to seize the opportunities of BPS's BG400. What's more, the launch of 1270 may possibly damage the high-end marketplace of BPS, because Sony's 1270 may be 20% to 30% lower. So BPS has to pay highly attention to deal with the condition. III. RESEARCH

A. Problem Definition

BPS is facing a significant danger to their high-end business and its classic market segmentation. Because FIAT introduced a " superdata” projector1270 which is with higher performance and lower price compared to BPS's existing and recommended projectors. One problem is just how BPS should certainly price the present products in response to the SONY's 1270, maintain your price or perhaps lower the retail price? If BG400's price remains to be, it could drop a large part of market share...

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