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MARKETING MANAGEMENT - BRN 475 Barco Projection System (A): Worldwide Niche Marketing Harvard Business School / No. 9-591-133 / Rowland T. Moriatry Max Dreussi Rochester-Bern Executive MBA Class 9 Prof. David Arnold 0. History At the end of 70's, after the demand sagged tremendously, Barco N.V repositioned itself. First, they redefined its focus from consumer to industrial markets, knowing that a small, batch manufacturer could not have continued to survive in the consumer products market. Second, Barco committed itself to becoming a leader in a variety of distinct, but complementary niche markets and focus on top-of-the-line products with heavy R&D-dedication. And third, the company sought to expand its international presence in sales, product development and production. By 1989, with 2'400 employees, Barco N.V. was one of the top three manufacturers in each of its product lines. Moreover, a number of international awards testified to Barco's technological lead in several fields. The second-largest division of Barco N.V., Barco...

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