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Dyesol Case Study: A Guide To Sustain In The Global Market



  • Use a case study that would provide a detailed comparison between the technology of Blu Ray and HD DVD technology. Explain the dynamic factors which would make the impact on a) consumers b) retailers c) movies in a global environment. Which technology you would consider a better one along with appropriate justifications relying on the academic theories.
  • Portray a well-analyzed report on dyesol case study. Discuss the crucial steps taken by the Dyesol company to survive in the global market.


This report is drafted to evaluate the dyesol case study so that the conclusion and the inferences could be referred to and evaluated by the interested parties in the same operational market. This dyseol case study would majorly discuss the major processes conducted and the referred theories to arrive at the evolved design and the parameters that have made the prominent impact on the stakeholders like movie producers, customers, retailers, etc. In the second part of this report, all the details regarding the dyesol case study are being discussed. Both the negative and positive aspects of the collaboration with the partners from the external environment are being analyzed in this dyesol case study (Brush, 2000). The potential issues like the lenience of the customer towards either the option of HD-DVD or the Blue-ray CDs are also thoroughly analyzed in the following section of this report which consecutively covers the dynamics like the magnitude of the existing base, possession of the advanced technologies and complementary goods. It is based on these analyses that the leniency of the customer towards the choice of the Blu-ray CDs or the HD-DVD could be ascertained (Ishikawa and Naka, 2007).

The period when the Dyesol company had started its business, the market was occupied by the huge companies like Toshiba and Sony, between which there existed a very fierce competition (Sony and Naik, 2012). This competition had made it very tough for a new entrant to establish its own business and gain market share. Company head Time Warner had proclaimed it that they are adopting the parameters laid down for the technology of Blu Ray production. This statement was given by him on the event of Consumer Electric Show which was conducted in the city of Las Vegas in 2008. The demand for the Blu ray has thus hiked to a significant level which led the huge companies like Best Buy, Netflix, and Walmart to stick the DVDs of Blu ray. The major example of attaining success through implementing this strategy is Sony.

The fact that the Sony company had gained much success by implementing this strategy has coerced the stakeholders, consumers, and retailers to accept and propagate the innovative approach of Sony. If considered the products delivered by Hitachi, Philips, Matsushita, and other related companies, they would come under the category of the backup technology of Sony. It is the high goodwill, immense brand recognition among the customers, and the assured delivery of quality products, that have poised the Sony company as an epitome of success on the global platform. The customers or users who have a critical overview could only recognize the actual gain of the used technology. If the actual formula for the required technology is devised out by the company, then the path of success would not be a tough factor to derive. Sony has introduced the Blu ray technology by providing the customers of play station 3 with an accessory blu ray player.

  • By having an in-depth analysis of the dyesol case study, it could be observed that the specific justifications or decisions could only be made if the participants hold a thorough knowledge of the operational market. The participants in the field of moving and gaming had varied opinions on installing the technique of Blu Ray. It was based on the variation between the type of technology used, and the magnitude of the installed base that inspires the customers to chose either the products regarding the HD DVDs or Blu ray. It is purely the preference of the customer that the selection between the technology of Blu ray or HD DVD depends upon. In any field, the customers could be classified into two different sections, that are the ones who stick to the old technology and the ones who follow the latest trend in the market (Gemunden, Killen and Kock, 2013). The majority of the customers would pertain to the latter division since every person wants to possess the best technology possible. The analysis of the customer preference could not be predicted accurately and hence their impulsive decisions would bring out the conclusive result. The people who only tend to opt for the technology which has established its reliability could be classified under the old technology users and they could only be attracted if there is any authentic research is conducted regarding it (, 2015). As mentioned in the above section of this dyesol case study, the latter section comes under the division who opts for the latest technology. These goods majorly try to out beat the existing technology by trying to alleviate the existing problems and satisfying the current demand in the market. The quality of the movies is the primary factor for the latter group and the number of movies to be stored in the storage unit comes only in the second preference of the customer. The main characteristic of this group is the tag of critical users. When this classification is tagged on this group the new trend or preference becomes much dominant and overbearing. Because of these progressions and factors, the Sony company was very successful in introducing the Blu ray player along with the models of PlayStation 3. Blue CD players were provided as a free accessory to the customers. In the initial stage of the introduction of the Blue Ray CDs and its players have not attracted the interest of the retailers since they had themselves in the business of Betamax movies and its players. The constant innovation in the market of movie players has created a lag in providing the customers with the products with the latest technologies. For this reason, the existing retailing agents had just focused on the sale of previous generation movie players. The entry of the new product which provides the most modern technology to the customer would affect the retailers in the same market. Whenever the new technology enters the market, the retailers try to get rid of the old stock as soon as possible. Hence the retailer has to go through a lot of records and bool keeping whenever a new model is introduced. The major distributors in the market like NBC Universal Pictures, Time Warner’s Brothers, DreamWorks Animation were brought in alliance by the company of Toshiba. While the Sony had also made its efforts by bringing its subsidiary companies like the century Fox, News Corporation, Lions Gate Entertainment, etc. were made in alliance for the same cause by the Sony company. In the year of 2008, the company of Time Warner also went on declaring that they would surpass the quality parameters of Blu Ray. This creation has created a lot of dynamics among retailers. The agents in the market would always search for the companies which would provide the best possible products with most modern technologies at a very reasonable and cheaper price. If there exists fierce competition between the companies, it is the retailers who get benefited the most, though the liability of distributing the apt products would lie with the retailers. The major motive behind every retailer is to acquire the quality stick at a very cheaper price. As mentioned in the earlier section of this dyesol case study that the retailer holds the responsibility of providing quality products to the customers. The major factor that should be considered while selecting the product of the company would be the magnitude of the implied base, rather than the number of movies included in it. The action of the Sony to provide the customers with the Blu Ray players along with the Play Station 3 hence satisfied all the parameters and guidelines mentioned in the above section of this dyesol case study (Anon, 2015).
  • As per the market survey conducted for this dyesol case study, the presence of the solar market has always posed to be an imminent challenge in the current scenario. The hindrances caused by the solar market were not only about the field of monetary profitability and the efficiency in business processes but also for the new researches and innovation processes for deriving out new technologies by the company of Dyesol (Sapp, 2004). The company of Dyesol is financially very sound, it is also fumbling in meeting the funds for conducting innovative projects to derive out new technologies. Thus the company requires the help of the external investors to back up its financial requirement for the researches in new fields. This could be termed as a very good opportunity for the investors that eventually helps them to take part in the crucial processes for the company and eventually proving themselves to be the valuable assets for the company. Both the company and the external investors could reap the best out of the emerging situation. Hence it could be observed in this dyesol case study that opting for external investors is a very good strategic move from the behalf of the dyesol company. Some of the significant and evident benefits of the external partnership are mentioned in the below section of this dyesol case study. Let's have an in-depth look at it.
  • Benefits
    The decisive body of the company would expand in the case of an external partnership that would eventually add up to the intellectual resources of the company. If any critical situation arises in the company, the help of the external investors could be expected that would help in tackling the situation effortlessly. With the method of joint partnership in the venture, the dyesol company could easily commence the activities in the business process daily. The company has not to face the risk of heavy initial cost in the procurement of any project in this scenario. Since the resulting profit from each project is shared among the investors, a very significant amount of money could be saved that have lost in the cause of tax (Priyanto and Sandjojo, 2005). The existence of the new partners would affect the privacy of business processes in the company and fact strengthens it further to another level. The factor of interference could also be alleviated by accepting investors from outside and thus increase the independence of the company in the operational market. The legal position of the company would get further strengthened and further improvements in the existing structure of the company to make it much safer from any legal allegations.

    The after-effects by the magnitude of the financial liability the company may have to suffer because of the external partnership could not easily be predicted by any simpler means. Hence the company should be financially sound and should have understood the benefits and aftereffects of including an external partner. No matter who enters as the partner for the project forward, he should share equal responsibility as other investors. The responsibility includes even the risk of financial loss. Apart from the invested money, the investor has the responsibility towards the whole company and should account for the money invested by every investor. This condition would raise the condition of conflict among the entered partners. Even a small dip in the magnitude of the profit would make cause immense dissatisfaction among the external partners and other stakeholders. This condition would make the company accountable for even a minor dip in the performance towards its partners and thus levy a lot of pressure on the company as a whole. This factor has the potential to pose a threat to the business of dyesol company (Sony struggles to remain creative, 2004). The withdrawal of any partner from the project would pose a great setback to the results of the whole target and business of the dyesol company.

    If observed in the dyesol case study, the company has entered into a partnership with the Tata Steel in the recent period. The company of Tata Steel has a history of conducting researches regarding the DSC technology which is in a much-developed state (Loza, 2004). The previous projects of Tata steels regarding the market were conducted on a very diligently, though the handling of the altercations and risk management should be given much more focus. The company of Pilkington has also entered into a collaboration with Dyesol company. Before this even event, the company was taking part in the collaborated effort with a North American company. Though there are many hindrances posed by the internal environment of the state, it is the financial requirement to conduct various new undertakings that pose the major challenge before the company head and the shareholders. This situation could be effectively tackled by the approach of external investment. The searching fund would get very simplified if the company is open towards accepting investment from the external agents. The advancements would be a great opportunity for both the company heads and investors on the global platform (Sony and Naik, 2012). When analyzed the dyesol case study, it has been observed that the company has been benefited a lot from the approach of expansive investment strategies (Michael and Mariappan, 2011). The new move has made the company make very crucial changes in the sections of decision making, the approach of stakeholders, modus operandi of acknowledging the consumers and clients, mode of funding, etc.

    The evolution of DSC technology in the company of dyesol was made possible because the company collaborated with the Pilkington and Tata Steel. The main factor which helped the evolution of the DSC technology was the upgraded potential framework of the dyesol company (Gemunden, Killen, and Kock, 2013). The company of Dyesol should also take into account the persistent risk of the developed DSC technology being copied by the collaborated parties by the method of reverse engineering. This would eventually lead to the breach of the patent laws. The situation would not get solved easily and get tangled to the red-tapism of the legal actions and the judicial systems. Thus the company has generated a separate division under the nemesis of DyeTec Solar with collaboration with Pilkington. The major aim of the project is to develop a sheet glass having the characteristics of the photovoltaic phenomenon which would use the technology of DSC coating. Though it should be noted that the actual evolved products by using the developed coating on the sheet glass were never made available for the laymen in the market. The high investment on the project though having no turnover has led to the imbalance of the dynamics in the market. The officials in the higher stage of the company hierarch have considered it much reasonable to provide liberal licensing to the manufactures so that the developed product should be widespread all over the global market. The technology which had no DSC features usually consumes a lot of financial resources and time (Vock, van Dolen, and Kolk, 2013).

In this report on the dyesol case study, most of the findings and conclusions are being made by the in-depth analysis of the issues about the global technological market. In the initial section of this dyesol case study, it has been discussed that many factors influenced the customers in choosing between the HD-DVD and Blu Ray which included the magnitude of the base, variation in the implied technologies, accessory products provided along with it, etc. It purely depends on the discretion and the preference of the customer that the decision to buy either of them depends on. The fierce competition between the developed technologies has also affected the business of retailers a lot since they were left with a lot of stock about the older generation technologies, which were mostly the movies in the format of Betamax players. Since the consumers in the market had shifted their preference to the HD-DVD and the Blu Ray technology which had made the technology of the previous period a very obsolete one. As per the preferences of the customers, they were being classified into the category of majority division and the early users. In the survey conducted and by observing the trends in the global market, it could be perceived that the factor of the technological difference has proved to be the most decisive one making the choice in between the HD DVD and the Blu Ray. The consumers who remained to be under the classification of early users accepted the technology which would have complied or satisfied with a certain set of parameters and guidelines. It is the set of customers who are very impulsive and try to follow the current trend who comes under the tag of the second category. Instead, to the number of movies provide, it is the quality of the movies included, that would influence the decision of the customers. It has also been observed in this dyesol case study that the approach of accepting investment from the external environment has made it financially capable to carry out their new projects. The initial cost of the projects was substantially reduced when the external investors had entered into the partnership scenario with the dyesol case study. The availability of the capital has eventually increased when the partnership with the Pilkington was established. Though the company has enough basis in the North American area, it has faced a lot of obstructions in conducting the daily nosiness processes. This was because of the complex executive and financial structures followed in the respective countries. For any company, the collection of the financial resources for further expansion would be a very hard and daunting task to commit. The instance of the dyesol case study could be referred to and analyzed by prominent companies to derive a better way to survive in the global market. The thorough analysis of the dyesol case study would also help the referring companies in augmenting its process of decision makers, the approach of funding agents, and stakeholders. The DSC technology was matured by the dyesol company by implying the supreme framework that was originated as a consequence of the partnership with Pilkington and Tata Steel. Though the dyesol company was much suspicious about the indulged countries being breaching the patent guidelines by the method of reverse engineering.

Reference List
Anon, (2015). [online] Available at: [Accessed 12 Feb. 2015].

Ishikawa, A. and Naka, I. (2007). Knowledge management and risk strategies. Hackensack, NJ: World Scientific.

Loza, J. (2004). Business–Community Partnerships: The Case for Community Organization Capacity Building. Journal of Business Ethics, 53(3), pp.297-311.

Michael, S. and Mariappan, V. (2011). Capacity Management of an electricity service centre using simulation., (2015). OSBIE - Ontario School Boards' Insurance Exchange - Identify Risk Management Strategies. [online] Available at: [Accessed 12 Feb. 2015].

Priyanto, S. and Sandjojo, I. (2005). Relationship between entrepreneurial learning, entrepreneurial competencies and venture success: empirical study on SMEs. IJEIM, 5(5/6), p.454.

Sapp, D. (2004). Global Partnerships in Business Communication: An Institutional Collaboration between the United States and Cuba. Business Communication Quarterly, 67(3), pp.267-280.

Sony struggles to remain creative. (2004). Strategic Direction, 20(4), pp.10-12.

Sony, M. and Naik, S. (2012). Six Sigma, organizational learning and innovation. Int J Qual & Reliability Mgmt, 29(8), pp.915-936.

Sony, M., Mariappan, V. and Kamat, V. (2011). Stochastic modelling of failure interaction: Markov model versus discrete event simulation. International Journal of Advanced Operations Management, 3(1), p.1.

Sony, P. and Khokhar, S. (2005). Management of lens–iris diaphragm retropulsion syndrome. Journal of Cataract & Refractive Surgery, 31(7), p.1272.

Trott, P. (2008). Innovation management and new product development. Harlow, England: Financial Times/Prentice Hall.

Uggla, H. and Verick, H. (2008). Strategic brand management decision: the case of Sony Ericsson Walkman. Strategic Direction, 24(9), pp.3-5.

Vock, M., van Dolen, W. and Kolk, A. (2013). Micro-Level Interactions in Business-Nonprofit Partnerships. Business & Society, 53(4), pp.517-550.

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