Day 12 in MIT Sloan Fellows Class 2023, Introduction to marketing and strategy -4
Barco Case study
The case study of Barco, the projector manufacturer in Europe, is the perfect case study of how to survive in the innovative industry and the niche market.
Barco Projection Systems Case | Case Study Template
Strategic resources of Barco
Barco owns great engineers, but Sony already developed more superior products. It means their engineering resource is no longer strategic resources.
Dealers. Barco can not control and have any ownership. Also, Dealers easily switch manufacturers because switching satisfies customers more.
Brand. Projectors are the products having a transparent spec sheet. So, customers can search for information about the product. It means the brand works less effectively. Also, the brand affects the info off the spec sheet, but Sony has an advantage on these points. (Reliability and Ease of use)
The condition for "good" niche markets
- Space for customization
- Do not grow too big.
Space for customization is essential for niche players because it is the origin of differentiation. Differentiation of services and products is the only way to compete with a major competitor with more cost advantage.
Also, the market should be small and less expandable. If the market is big enough, significant players will try to expand their primary market and absorb niches with their cost-efficiency.
And other best case studies to transform yourself into a service company is as follows.
