The company had been the benchmark setter of the industry and commanded nearly 70 percent share of the faculty and professional sports place marketplace for big displays. Lately, increasingly complicated production processes were increasing and technological facilities and sourcing had allowed new players to enter the market. Moreover, buyers in the large sports site market included consulting firms in the selection procedure. As Daktronics had generally been a player that was unchallenged, however, lately they were being challenged by greater competition that threatened both the share of market and gross margins. Jay Parker, Daktronics Sales Manager for Large Sports Venues, was trying to comprehend the new marketplace realities and devise an approach that will maintain Daktronics' marketshare & profit margins.
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: September 01, 2013 PRODUCT #: NA0234-PDF-ENG
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