Daktronics Corporation made score boards and big screens for sports places. Lately, however, increasingly complex, sourcing and maturing production procedures and technological facilities had empowered new players to go into the marketplace.
Further, buyers in the large sports venue market had been including consulting firms in the decision process. They were being challenged by greater competition and station influences that endangered both share of market and gross margins where Daktronics had commonly been the unchallenged choice.
Jay Parker, Daktronics Sales Manager for Large Sports Venues, was trying to comprehend the brand new market realities and devise an approach that would maintain Daktronics' market direction and gains.
PUBLICATION DATE: September 01, 2013 PRODUCT #: NA0234-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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