Corporation Daktronics scoreboards and large displays for sports facilities. The company was the “Cadillac” of the industry and commanded nearly 70 percent share of the college and professional sports venue market for large displays. Recently, however, increasingly complex, technological systems and maturing manufacturing processes and sourcing new player was enabled to enter the market. Also had buyers in the market, including major sports facility consulting company in the … Read more »

Corporation Daktronics scoreboards and large displays for sports facilities. The company was the “Cadillac” of the industry and commanded nearly 70 percent share of the college and professional sports venue market for large displays. Recently, however, increasingly complex, technological systems and maturing manufacturing processes and sourcing new player was enabled to enter the market. Also had buyers in the large sports venue market, including consulting firms in the decision process. Where Daktronics often had the undisputed choice, they now have more competition and channel influences that challenged threatened both part of the market and gross margin. Jay Parker, Daktronics Sales Manager for large sports venues, was trying to understand the new realities of the market and develop a concept that would keep Daktronics’ leadership and profits.
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David W. Rosenthal
Source: North American Case Research Association (NACRA)
26 pages.
Release Date: 1 September 2013. Prod #: NA0234-PDF-ENG
Daktronics (B): The Great sports venue sales channel HBR case solution

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