Case #1 Dyson.

Angela Dikanova
Ceri Nishihara
November 5, 2019
Case Study #1 – Dyson
Case History:
1. Overview.
Origin: 1990’s. But first official product aired in 2002, booming Dyson vacuum cleaners. Now
targets all household items with existing niches for better quality and easier use.
Mission statement: Providing customers with a totally unique approach to accomplish common,
everyday tasks and help them to lead an easier life.
Size & reach:
 Headquarters: Malmesbury Wiltshire, England
 Sold in over 65 global markets.
 More than 1000 engineers across the globe.
2. SWOT analysis for Dyson.

Strengths:
 Approach of interrogating products, development in new products.
 Innovative products – range of many household items.
 High product quality – intense amount of research for best quality (eco-friendly).
 Heavy TV advertising investment, best way to spread word of Dyson products.
 Great designs – Dyson calls this the product breakthrough approach.
 Revolutionary products – in-depth research, development and design is done to create
such.
 Variety in workforce – engineers with over 12000 employees working for them all over
the globe.
 Strong team effort – ranges to scientist, engineers, to marketers, etc. working closely
together to develop best products.
Weaknesses:
 No brand label “we’re only as good as our latest product”. Doesn’t provide official image
of the company.
 High price – in comparison to other competitors. This can result in loss of customers.
Opportunities:
 Global expansion. Expanding their products in different regions to fit customer needs all
over the world.
 Product enhancement – new features and designs are always being tested and improved
by engineers.
Threats:
 Competitors. Other local competitors producing household items.
 Less expensive household products.
 Length of research and investments for innovative products. This can give another
company opportunity to beat them in development of products before Dyson.
3. Questions for discussion.
Write a market-oriented mission statement for Dyson.
Take everyday products, focus on their shortcomings, and improve them to the point of
reinvention to accomplish effectiveness and efficiency in their products.
What are Dyson’s goals and objectives?
Goal – Engineering for more efficient products in household items.
Objectives – Engineering, operations, people, satisfaction, etc.
First, every Dyson product must provide real consumer benefits that make life easier. Second,
each product must take a totally unique approach to accomplishing common, everyday tasks.
Finally, each Dyson product must infuse excitement into products that are so mundane, most
people never think much about them.
Their approach is about product breakthroughs rather than the approach of just running a focus
group and testing a concept.
Along with these, Dyson strives to produce top-notch products, reduce impact on the
environment with innovation products, huge investments and research for technology
advancement, and provide value for money spent on products.
Does Dyson have a business portfolio? Explain.
Yes, Dyson has a wide selection of products such as vacuums, fans, and hand dryers. Although
they do not have a brand image for their products since it varies with many household items and
are never labeled by their products to show constant future improvements.
Discuss Dyson’s marketing mix techniques and how they fit within the context of its
business and marketing strategy.
Dyson focuses on all four mixing techniques (four p’s) Product, Place, Promotion, and Price.
Price – High price point that communicates quality and benefits are worth the cost. When
investing in a long-term household item, Dyson is one of those best products out in the market.
Product – Dyson produced a first ever bag-less vacuum that stood out from the rest of the
market. It now offers more than just one product. These products range from vacuums, sinks,
fans, lighting, hand dryers, and more.
Promotion – Dyson excels in TV advertisement. Dyson believes this is one of their key elements
for success and public relations of Dyson customers. Also word of mouth is an important part of
their promotion, as they let customers test their products out for themselves. The promotions
range from design, quality of products, and customer needs that are not realized by other
manufacturers.
Place – Originates in UK. Dyson successfully distributes to Japan as well. Now, retail stores
have expanded to across 50 countries, and continue growing. Dyson hopes for a chain of
company stores (20,000 alone in U.S.).
Is Dyson a customer-centered company? Explain
Somewhat. Dyson’s main purpose is to offer customers what they are promised, but in a very
uncommon way then other competitors. Dyson’s uses an approach that is called “interrogating
products”. This helps develop new products that produce real solutions to customer problems. It
focuses more on the shortcomings of products and once that product is restructured, it looks for
the customer’s reaction. But it also contradicts being customer-centered in certain products
where product breakthrough is needed where most customers would not want of an already
idolized product.
4. What would you recommend the company do?
I think in order to increase even more sales, I would recommend Dyson to emphasize their
products on a brand image. This would give their company some kind of statement in the market
segment of individuals they target. I also think that providing realistic prices on their products
would increase revenue and decrease competition of other lower businesses. Adding some kind
of monthly pay plan system if products can’t be meet is a good payment option that should be
considered and added.

Case #1 Dyson.

Uploaded by

Copyright:

Available Formats

Case #1 Dyson.

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Case #1 Dyson.

Uploaded by

Copyright:

Available Formats

Angela Dikanova

Case Study #1 – Dyson

everyday tasks and help them to lead an easier life.

Size & reach:

 Headquarters: Malmesbury Wiltshire, England

 Sold in over 65 global markets.

 More than 1000 engineers across the globe.

2. SWOT analysis for Dyson.

 Approach of interrogating products, development in new products.

 Innovative products – range of many household items.

 Heavy TV advertising investment, best way to spread word of Dyson products.

 Great designs – Dyson calls this the product breakthrough approach.

 Revolutionary products – in-depth research, development and design is done to create

together to develop best products.

over the world.

 Competitors. Other local competitors producing household items.

 Less expensive household products.

company opportunity to beat them in development of products before Dyson.

3. Questions for discussion.

Write a market-oriented mission statement for Dyson.

reinvention to accomplish effectiveness and efficiency in their products.

What are Dyson’s goals and objectives?

Goal – Engineering for more efficient products in household items.

Objectives – Engineering, operations, people, satisfaction, etc.

people never think much about them.

group and testing a concept.

advancement, and provide value for money spent on products.

Does Dyson have a business portfolio? Explain.

are never labeled by their products to show constant future improvements.

business and marketing strategy.

fans, lighting, hand dryers, and more.

company stores (20,000 alone in U.S.).

Is Dyson a customer-centered company? Explain

considered and added.

You might also like