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商品編號： 9-591-133 出版日期： 1991/06/10 作者姓名： Moriarty, Rowland T., Jr.;McQuade, Krista 商品類別： Marketing 商品規格： 19p 再版日期： 2002/05/09 地域： Belgium 產業： Electronics manufacturing 個案年度： 1989 - 1990
商品敘述：
Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance graphics projector at a considerably lower price than Barco''s existing projector. As a result, Barco is faced with being preempted in their fastest growing segment by a competitor with much larger resources. Deals with how a small niche player deals with considerably larger competitors in a global environment.
涵蓋領域：
Global marketing;Marketing strategy;Target markets;Product development;Product lines;Competitive strategy;Product launches
相關資料：
Case Teaching Note, (5-592-098), 12p, by Robert J. Dolan;Video Supplement, (IMD501), 0p, by Jean-Philippe Deschamps, Nirmalya Kumar;Spreadsheet Supplement, (XLS233), 0p, by Krista McQuade
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