Daktronics (A): The Digital Signage Industry in 2010 Harvard Case Solution & Analysis

This Note analyzes the state of the digital signage business. The business sector came into being to fulfil the emerging commercial and communications need for more powerful messaging. It is a nexus between two sectors - those who manufacture the equipment and the ones who produce the message. Together, they developed an industry that delivers instantaneous messaging at the velocity of light. In this year, the business was  sophisticated, multi-product, variable-section, multichannel, highly fragmented marketplace with few businesses that are dominant, quickly-developing systems, and comparatively reduced barriers for most sections of the business.  Chances exist and multinational electronics businesses are entering the market. The Note reviews the powers that are shaping the industry, the business external surroundings, the aggressive landscape, the industry’s structure that is emerging, as well as the the future of the sector. Those firms that emerged as dominant opponents seemed to have bigger amounts of financial muscle,  greater integration, and better breadth within their merchandise lines; they also operated in multiple market segments; and had the style and engineering capabilities to supply high level product customization. These firms increased abilities in product engineering design, fabrication, and technologies integration led to the ability of more and broader diversified product lines to meet demanding customer requirements in multiple market segments.

This is just an excerpt. This case is about STRATEGY & EXECUTION.

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