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Word

In: Business and Management

Submitted By anna138cn
Words 648
Pages 3
Case Name: Daktronics
Daktronics is a leading company madding electronic displays, audio systems, and timing products. Its products include scoreboards and animation displays for sports facilities; billboards and price displays for businesses. Daktronics products are used in major sports arenas, including venues such as the Olympic Games. Two-thirds of the company's business is made up of live events and commercial clients. While most sales come from the US, Daktronics has about a dozen offices worldwide.
It is engaged in a full range of activities: marketing and sales, engineering and design, manufacturing and professional services.
It organized its business into five business units which have a primary focus on particular markets and a secondary focus on opportunities in other markets. The business units consist of four domestic business units that include U.S. and Canada – Commercial, Live Events, Schools and Theatres, and Transportation – and a fifth business unit for International operations.
It has manufacturing facilities in Brookings, South Dakota, Sioux Falls, South Dakota, Redwood Falls, Minnesota, and Victor, New York. It also deployed a limited amount of manufacturing capability in Shanghai, China.
The company’s net sales increased year by year over the previous years, but witnessed a significant drop in mid-2010 as a result of the downturn in business, primarily in its commercial business and international sales fluctuation.
There is high level of competition in this industry. The large electronic display industry is highly fragmented and characterized by intense competition from a variety of sources. There are a number of established suppliers of competing products which may have greater market penetration in certain of its market niches or greater financial, marketing and other resources. Competitors also attempt to copy its products or product features.
There are generally more competitors in product categories and applications that require less complicated display systems, such as the high school scoreboard market and the text and graphics display markets. As the needs of customers increase and the display systems become more complex, there are generally fewer competitors. However, due to the high profile nature of larger complex display systems, the competition is generally more intense.
Within its standard product business, which includes Galaxy® and Valo™ display lines and scoreboard products, there are a large number of competitors. In addition, in the Galaxy® display business, there are a significant number of Asian competitors that attempt to sell in its marketplace. (10Q,2010)
The management of company facing the problem of how to suffer during this recession. Given the cyclical nature of its business, the company needs more diversification within its marketplace. Currently more than 50% of its revenue comes from North America, it might be helpful to expand the market in emerging countries instead of highly dependent on domestic market to smooth the peaks and valleys of the overall business. And the company should also improve its management to reduce the cost and subsequently increase the gross margin. From the financial perspective, maintain a steady and positive operating cash flow and avoid huge debt burden might be a better way to survive during the economic slowdown period.

The company should continue to advance its product during this period. The R&D expense is always indicator of weather the company will have a bright future. As long as the investor has confidence of this company, the stock price won’t be too flat. Basically the company compete based on its broad range of products and features, complementary services, advanced technology, prompt delivery, and reliable and readily available customer service and support. It should strive to provide cost-effective products and solutions for the customers. The company should focus on technologically advanced products and customer support instead of by providing lower-cost display systems. To remain competitive, it might have to enhance the existing products, introduce new products and product features, and provide customers with cost-effective solutions to their display needs. (10K,2010)

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