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《Barco Project Systems》.pdf
For the exclusive use of C. Huang
9-591-133
R E V : M A Y 9 , 2 0 0 2
R O W L A N D T . M O R I A R T Y
Barco Projection Systems (A): Worldwide Niche
Marketing
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.
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
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