Product details

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Published by: NACRA - North American Case Research Association
Published in: "The Case Research Journal", 2012

Abstract

This case describes Daktronics ('Dak'), a 40-year-old firm with FY 2010 revenues of $383M (YE May 1). The firm faces growth difficulties in the US market and downturns in its international division due to the recession. There is significant opportunity in various countries abroad, but when and where the company should undertake additional strategic action is not clear. The company’s executive team and Board are confronted with increasing competition and price pressure, the effects of the recession, and the conundrum of whether to wait out the recession or undertake a bold strategic move. Daktronics was founded in South Dakota by two South Dakota State University (SDSU) engineering professors. Since its initiation Dak has pursued a conservative approach in its strategy. The firm has relied heavily on its innovative technologies in pursuing a leadership position in its market. The firm’s market is essentially videographic displays plus related products and services with applications across multiple markets. Dak is especially well known for its electronic scoreboards in sports arenas, but has increasingly emphasized 'commercial' products which include digital business advertising and transit signs. However, the applications for its technology are broad.
Location:
Industry:
Size:
3,400 employees
Other setting(s):
2010

About

Abstract

This case describes Daktronics ('Dak'), a 40-year-old firm with FY 2010 revenues of $383M (YE May 1). The firm faces growth difficulties in the US market and downturns in its international division due to the recession. There is significant opportunity in various countries abroad, but when and where the company should undertake additional strategic action is not clear. The company’s executive team and Board are confronted with increasing competition and price pressure, the effects of the recession, and the conundrum of whether to wait out the recession or undertake a bold strategic move. Daktronics was founded in South Dakota by two South Dakota State University (SDSU) engineering professors. Since its initiation Dak has pursued a conservative approach in its strategy. The firm has relied heavily on its innovative technologies in pursuing a leadership position in its market. The firm’s market is essentially videographic displays plus related products and services with applications across multiple markets. Dak is especially well known for its electronic scoreboards in sports arenas, but has increasingly emphasized 'commercial' products which include digital business advertising and transit signs. However, the applications for its technology are broad.

Settings

Location:
Industry:
Size:
3,400 employees
Other setting(s):
2010

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