Dolby Laboratories, Inc.

by Rashi Glazer, John Bellinger, Mike Schoonover, Josie Taylor, Stacey Grace
30 Nov 2006

Dolby had led the development of noise reduction technology in both the film and music industries and in 1992 decided to enter the TV broadcast market with its latest technology, Dolby Digital. By 2002, the company had succeeded in placing Dolby Digital in over 33 million TV set-top boxes worldwide through licensing agreements and had convinced most major networks to encode their programs for Dolby Digital. In 2002, the company focused on developing new products to help TV broadcasters and cable providers further enhance the sound experience for TV viewers. Their new LM100 technology would clearly benefit end users. The question was, who would pay for it?

Learning Objectives

The objectives of this case study is to teach students how to think about a product launch strategy, along with which markets to target and distribution issues. Students are asked to put themselves in the position of Tom Daily, the head of marketing and think through the types of issues Daily would encounter in trying to launch the LM100.

Details

Pub Date: Nov 30, 2006

Discipline: Sales

Subjects: Technology, New product marketing, Demand analysis

Product #: B5606-PDF-ENG

Industry: Technology,Broadcasting,Television manufacturing

Length: 12 page(s)

Berkeley Haas Case Series Follow The Berkeley Haas Case Series is a collection of business case studies written by faculty members at the Haas School of Business. Cases are conceived, developed, written, and published throughout the year, on subjects ranging from entrepreneurship and strategy to finance and marketing. Each case includes a teaching note for use in the classroom.

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