Premium Essay

Dyson Case Analysis

In: Business and Management

Submitted By YUFAN
Words 4564
Pages 19
Running head: DYSON VACUUM CLEANER CASE ANALYSIS

Dyson Vacuum Cleaner:
Shifting from domestic to international marketing with the famous bagless vacuum cleaner
International Marketing – Assignment 2
Candidate: Emad AbouElgheit
ISM - International School of Management
Doctor of Philosophy (Ph.D.)

Presented to: Professor Peter Horn
2 February 2012
Word Count: 4,326

1

CASE ANALYSIS - DYSON VACUUM CLEANER

2

Abstract
After dominating the local UK market and successfully developing a new market in the
US, Dyson, the ambitious vacuum cleaners manufacturer still competes in the mature global market of vacuum cleaners. Adopting a differentiation strategy since its inception, the company aims to take its brand to the next level and to expand into new grounds. This comes in a critical time after a declining market share in its high end vacuum cleaners segment, and withdrawing its innovative and very expensive washing machine from markets. The paper attempts to select the most potential global markets for Dyson to put more marketing investments. The paper suggests those markets to be mostly Scandinavian. The paper also aims to shed the light on the mass distribution strategy adopted in the US market by Dyson. Finally the paper studies the opportunity for Dyson to repeat the huge success of its vacuum cleaner to enter new product category of washing machines.

Keywords: Vacuum Cleaners, Dyson, International Marketing, Upright Vacuum, Household
Vacuums, Home Appliances, Consumer Goods, Branding, New Market Development, Pricing
Strategies, Washing Machines, Advertising, Distribution

CASE ANALYSIS - DYSON VACUUM CLEANER

3

Dyson Vacuum Cleaner
Shifting from domestic to international marketing with the famous bagless vacuum cleaner
International Marketing – Assignment 2
Introduction
The global vacuum cleaners market have had a…...

Similar Documents

Premium Essay

Case Analysis

...CASE ANALYSIS #1: McDonald’s “Seniors” Restaurant In the study of the briefing of the McDonald’s Restaurant, there are positives to the problem and negatives towards the problem. A McDonald’s in a city crowded with seniors are overwhelmed with senior customers during the early hours of the day. The senior come in as a meeting area where they eat and commune at the restaurant. The number of seniors that come in, crowds the dining area in which customers come in and eat. They come in on the fourth Monday of every month to get extra special, over the age of 55 discounts. This is a meal that cost 1.99 and free coffee refills. The staff knows the seniors very well and go to see them if they are hospitalized. The relationship is considered a good one between the staff and the seniors. In addition, a idea of adding bingo to add to the excitement of the mornings for the seniors from nine to eleven a.m. Using the party room would accommodate up to 150 senior patrons. A primary problem to this case study is the senior crowd. The restaurant already takes on the task of having enough room to seat the entire dining style crowd, if it engages in bingo than the crowd will become even more outrageous. Not only will the restaurant have the meeting crowd they will have a bingo crowd as well. Meaning, that more senior crowd will come in ready and only ready to engage in bingo. A secondary problem would be the title of the restaurant would be at risk. The fast food......

Words: 922 - Pages: 4

Premium Essay

Case Analysis

...Cases are included in many courses in Administrative Studies to give students an appreciation of the hard realities of business and the constraints involved in decision making. By exposure to a variety of situations and diverse problems, the student can experience, to some degree, the challenges and dilemmas of the decision maker. Cases are usually based on real situations. For reasons of privacy and confidentiality, the persons, the companies, and the locations involved are typically disguised. When assigning case analyses, instructors expect that students will: • study the information provided in each case, • attempt to diagnose the nature of the problem or problems involved, • search for alternative ways in which the problems can be resolved, • recommend and justify the course of action that is most likely to be effective. The justification should rely, to a large extent, on theoretical principles. Sometimes students feel disappointed because the cases sometimes do not appear to be “dramatic.” However, because the cases do represent the realities of organizations, they are often likely to be somewhat mundane, at least to the outside observer. Most of the incidents are based on events that were actually faced by managers and their subordinates on a day-today basis. Very often, cases do not contain all the information that the student would like to have. This is often done intentionally, or at least knowingly, by the case writer. In real life, a manager must frequently make......

Words: 2140 - Pages: 9

Premium Essay

Dyson Case Study

...Dyson Case Study Dyson’s life journey is one based on a desire to solve problems, learn from mistakes, and to preserve and excel. His father’s death in 1956 when he was nine years old had a profound impact on him. He says of that time that he felt alone- different. At that time it was unusual to not have a father and that made him feel like he had to prove himself. When he entered the work world, his first boss, Jeremy Fry, also had a profound influence on his development. Dyson went to work for him, having never designed a product. He was put in charge of a company manufacturing a high-speed landing craft. His take away lesson from that experience was that someone doesn’t have to grow into a job. He believed that if you allow people to make mistakes, they’ll learn extremely quickly. He also learned to mistrust experience. Dyson was far happier to have people working around him who had freshness. In the late 1970’s, James Dyson noticed that his bag vacuum cleaner only picked up dirt properly with a new bag and that it lost suction rapidly as the bag filled. The vacuum cleaner bag needed to collect the dust, but allow air to pass through via tiny pores, in order to maintain airflow and therefore suction. In fact, the dust quickly clogged these pores and blocked the airflow. Because the air is blocked, the cleaner’s suction was reduced very quickly. Inspired by an industrial cyclone at a timber mill, he created a vacuum that used centrifugal force to separate the......

Words: 691 - Pages: 3

Free Essay

Case Analysis

...Case Analysis Luotang Power Company Background Luotang Power Company is a 600 Mega Watt coal-fired power plant, located in Hubei Province, China, the parent company of which is China Hua Tong Power (HT Power). The major business is to generate electricity by coal burning and sell it to Hubei Provincial Power Company (HPPC), the major customer which is the only power transmission and distribution company in Hubei Province. Whereas the coal is purchased from Pindingshan Coal Company who is required to supply low sulfur bituminous coal that meets certain quality specifications. Regardless of the improved plant availability and fuel economy, the company wasn’t performing well for the financial result. A variances analysis indicated that the poor performance was due to a combination of shrinking revenue, increasing price of the coal and decreasing quality of the coal. Company analysis Macroeconomic analysis A PESTE framework including political, economic, social, technological and environmental factors is used to contextualize the company in an industry framework. Economic aspect: China is the world second largest energy consumer behind the United States. The energy consumption has been boosted by strong economic growth over the past two decades. Its electricity consumption is influenced by fluctuations in the GDP growth. (Appendix1) Hubei led the four provinces fed by the central China grid with a 13.8% rise in economy and is said to be doubled in the next five......

Words: 1090 - Pages: 5

Premium Essay

Dyson

...YOMENA (bapsm) ------------------------------------------------- ------------------------------------------------- ASSESSMENT: ASSIGNMENT NO. 2 (‘INSIDE DYSON’ A DISTINCTIVE . COMPANY) ------------------------------------------------- ------------------------------------------------- Number of Words: 1,647 ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- due date: 4THOCTOBER, 2013 ------------------------------------------------- TABLE OF CONTENTS Introduction ……………………………………..………………………………………..…….1 The Competency Framework .……………………………..…………………………..….....2 Porter’s Value Chain ………………………………………………………..……………….. 3 Primary Activities ………………………………………………………………4 Support Activities …………………………………………………………….. 5 VRIO Analysis ……………………………………………………………..……………….… 6 Partial SWOT …….…………………………………………………..…………………...........8 Conclusion ……………...……………………………………………………………………. 9 References …………………………………………………………………………………… 10 ‘INSIDE DYSON’: A DISTINCTIVE COMPANY INTRODUCTION This is a case study on a company called Inside Dyson which was referred as a “distinctive” because of its innovative products such as the vacuum cleaner, handy dryers, fans etc. As the case is that any industry/sector is likely to experience a lot of challenges in it’s business due to the environmental dynamism which at times result in......

Words: 1793 - Pages: 8

Premium Essay

Dyson

...Introduction 3 1) A creator: James Dyson 3 2) Early products by James Dyson 4 3) A new idea 4 4) The $ 2000 vacuum cleaner 4 5) The first Dyson 4 3. Product 5 1) Vacuum cleaners 5 2) Hand Dryer 5 3) Washing Machine 6 4. R&D 7 5. Marketing 7 1) Evolution of Dyson in the market 7 2) Turnover 8 3) Differentiation Strategy 9 4) Focus Strategy 10 5) Cost Strategy 10 6. Innovation 11 1) The innovator’s challenge 11 2) Fast transition from concept to 3D 11 3) Rapid prototypes from design data 12 4) Computer simulation boosts design accuracy 12 5) Protecting their innovations 13 7. Analysis 13 1) Porter’s Five Force Model 13 Existing Rivalry 14 Bargaining Power of Supplier 14 Potential Entrants 14 Threat of Substitutes 14 Bargaining Power of Buyer 15 2) SWOT Analysis 15 Strength 15 Weakness 15 Opportunity 15 Threat 16 1. Abstract In 1978, James Dyson noticed that the air filter of the workshop where the spraying finishing operations on Ballbarrow models was constantly obstructed powder particles (like a vacuum cleaner bag is blocked by dust). He has designed and manufactured industrial cyclone tower, which removed the powder particles by exerting a centrifugal force 100 000 times the force of gravity. The same principle could he operate in a vacuum? James Dyson began to work. Five years and 5,127 prototypes later, the first Dual Cyclone bagless Vacuum cleaner was created. Then a legend of Dyson was come into being. He......

Words: 4311 - Pages: 18

Free Essay

Case Analysis

...Case Analysis 1 Case Analysis MT311: Business Law I Scott Strauss October 5, 2010 Case Analysis 2 Case Analysis Thomas Baker and others bought new homes from Osborne Development Corp. and they sued for multiple defects in the houses that were purchased. When the homes were sold, it was paid for in a new home warranty program administered by Home Buyers Warranty (HBW). The company enrolled the homes with HBW and it paid a fee and filled out a form that consented to a binding arbitration provision. The new homeowners would be bound by the arbitration agreement. They cannot sue the builder. Consumers who complain about defective products can be forced into binding arbitration and barred from suing the manufacturer. Arbitration is supposed to provide consumers with an immediate and an inexpensive place to go but it could be costly. Going through arbitration, homeowner gives up the right to a cost free judge and jury. Any controversy or claim arising out of or relating to the contract, or breach thereof, shall be settled by arbitration and judgment upon the award rendered by the arbitrator may be entered in any court having jurisdiction. Arbitration is taking the place of lawsuits therefore protecting many businesses from court fights. When there is a broad arbitration clause, such as one covering any type of dispute arising out of an agreement, a court should follow the presumption of arbitration and resolve doubts in favor of......

Words: 267 - Pages: 2

Premium Essay

Case Analysis

...optimization of its own strength and strategies, Lindo Enterprises will continue to maintain its position in the market and met its annual target growth rate in the next five years. II. Statement of the Problem... View Full Essay Join Now Please login to view the full essay... Essay's Statistics Submitted by: catherinepagdato Date shared: 11/19/2013 03:58 AM Words: 1276 Pages: 6 Save Paper Report this Essay Similar Documents Harley Case Analysis Case Analysis Outline a Case Analysis For “The Vidsoft Triangle (a)” Case Analysis Wengart Aircraft Case Toyota - Case Analysis Case Analysis Sports Company And Vietnam Case Analysis Case Analysis Case Analysis On Superior Grain Elevator Inc Clean Edge Razor Case Analysis Case Analysis Charlotte Beers (Ogilvy & Mather) Case Analysis Case Analysis: The Sundale Club Byd Case Analysis Jones Blair Case Analysis Global Expansion Strategies Of Two Korean Carmakers- Case Analysis Case Analysis Mfs Case Analysis Ben & Jerry's Case Analysis Sample Swot Case Analysis LoginJoin RSS ©2014 TermPaperWarehouse.com Privacy Policy Terms of Service Copyright Information Contact Us Help Advertise With Us...

Words: 443 - Pages: 2

Premium Essay

Case Analysis

...CASE NO.1 I. PAMPANGA CEMENT CORPORATION The government had been pushing the Pampanga cement corporation to switch their product into coal. II. SWOT ANALYSIS: Strength: * Can borrow money to bank (DBP/PNB) * Long term experience in business industry Weakness: * Rivalry in the executive position * Conflict with the employee * Financial problem Opportunities: * borrow money from banks * leader of labor union is compadre of atty. Alcantara Threats: * the labor union case threatened to strike over the issue of a 10% percent increase in wages * the government had been pushing cement companies to switch to coal * quarrel between the owner of the land III. ALTERNATIVE COURSES OF ACTION (A.C.A) * A.C.A #1 Switching to coal for production Advantages: 1.) Financial assistance from the banks 2.) Lower production cost of cement Disadvantages: 1.) High cost of expenses for installing 2.) Increase the company liability Conclusion: I there for conclude as my point of view switching cement to coal is the best way for the company to easily cope up their investment. Even though the installing of coal is in higher cost but in the end, the company will benefit the lower production cost compare to fuel. * A.C.A #2 Do their previous process of production and focus the solution for the internal issues of the company. Advantages: 1.) They can fix their receivable scandals 2.) They can talk about the labor union......

Words: 874 - Pages: 4

Premium Essay

Case Analysis

...SWOT Analysis | What is SWOT Analysis? | Examples of SWOT Analysis SWOT analysis was originally conceived and developed in the 1960s and its basic organising principles have remained largely unchanged in the field of strategic management since that time (Kotler et al., 2013). It is, as Ghazinoory, Abdi and Azadegan-Mehr (2011) comment, a systematic framework which helps managers to develop their business strategies by appraising the internal and external determinants of their organisation’s performance. Internal environmental factors include leadership talent, human resource capabilities, the company’s culture as well as the effectiveness of its policies and procedures. In contrast, external factors include competition, government legislation, changing trends, and social expectations (Johnson, Scholes and Whittington, 2008). The SWOT analysis framework involves analysing the strengths (S) and weaknesses (W) of the business’s internal factors, and the opportunities (O) and threats (T) of its external factors of performance (Ghazinoory, Abdi and Azadegan-Mehr, 2011). Through this analysis, the weaknesses and strengths within a company can correspond to the opportunities and threats in the business environment so that effective strategies can be developed (Helms and Nixon, 2010). It follows from this, therefore, that an organisation can derive an effective strategy by taking advantage of its opportunities by using its strengths and neutralise its threats by minimising the......

Words: 3497 - Pages: 14

Premium Essay

(Case Analysis)

...(Case Analysis) Overview This case analysis is about an employee whose messages are distorted and misunderstood when it reaches the C.E.O’s office. The author of this case analysis sites some alternative courses of action to choose the best way on how to solve the problem. The author also shows the advantages and disadvantages of each alternative courses of action he sited. The best alternative course of action will be recommended by the author. Central Problem When I communicate from the CEO’s Office, my message either becomes distorted or misunderstood by the time it reaches the employees. I suspect sabotage by either the union or middle or lower level managers. Objectives This case analysis wants to solve the problem using the objectives that follows: To find out why messages are incorrectly relayed. To find a better way of communicating with the C.E.O. To determine some alternative courses of action on solving the miscommunication problem. To site some pros and cons of the alternative courses of action. To find the best solution of the problem. Alternative Course of Action Miscommunication is the process wherein a message is related incorrectly which leads to misunderstanding of the people. Proper communication is important specially if the information you want to tell is very important. It will keep the employees well-informed and provides proper orders and instructions in relation with their duties and responsibilities. This case......

Words: 475 - Pages: 2

Premium Essay

Case Analysis

...Week 3: Case Analysis Assignment: Apple Inc. Geraldo Moraes DeVry University BUSN-412 Business Policy Professor Raef Assaf CASE ANALYSIS ASSIGNMENT: APPLE INC. Apple Inc. designs, makes, and markets mobile communication and media gadgets, PCs, convenient advanced music players, and offers a mixed bag of related programming, administrations, peripherals, organizing arrangements, and outsider computerized substance and applications (Dess, G., Lumpkin, G., & Eisner, A. 2012). Its items and administrations incorporate iPhone, iPad, iPod, Mac, iPod, Apple TV, an arrangement of customer and expert programming applications, the iOS and OS X working frameworks, iCloud, and frill, administration and bolster offerings. According to the case study, Apple Computer was established in Mountain View, California, on April 1, 1976, by Steve Jobs and Steve Wozniak. Jobs was the visionary and advertiser, Wozniak was the specialized virtuoso, and A. C. "Mike" Markkula Jr., who had joined the group a while prior, was the businessperson (Dess, G., Lumpkin, G., & Eisner, A. 2012). Employments set the mission of engaging people, one person, one PC, and doing as such with polish of configuration and savage tender loving care. In 1977 the first form of the Apple II turned into the first PC standard individuals could utilize right out of the case, and its moment achievement in the home market brought on a processing upheaval, basically making the PC business. By 1980 Apple was the......

Words: 1988 - Pages: 8

Premium Essay

Dyson

...Running head: DYSON VACUUM CLEANER CASE ANALYSIS Dyson Vacuum Cleaner: Shifting from domestic to international marketing with the famous bagless vacuum cleaner International Marketing – Assignment 2 Candidate: Emad AbouElgheit ISM - International School of Management Doctor of Philosophy (Ph.D.) Presented to: Professor Peter Horn 2 February 2012 Word Count: 4,326 1 CASE ANALYSIS - DYSON VACUUM CLEANER 2 Abstract After dominating the local UK market and successfully developing a new market in the US, Dyson, the ambitious vacuum cleaners manufacturer still competes in the mature global market of vacuum cleaners. Adopting a differentiation strategy since its inception, the company aims to take its brand to the next level and to expand into new grounds. This comes in a critical time after a declining market share in its high end vacuum cleaners segment, and withdrawing its innovative and very expensive washing machine from markets. The paper attempts to select the most potential global markets for Dyson to put more marketing investments. The paper suggests those markets to be mostly Scandinavian. The paper also aims to shed the light on the mass distribution strategy adopted in the US market by Dyson. Finally the paper studies the opportunity for Dyson to repeat the huge success of its vacuum cleaner to enter new product category of washing machines. Keywords: Vacuum Cleaners, Dyson, International Marketing, Upright Vacuum,......

Words: 4564 - Pages: 19

Free Essay

Dyson Case

...M17_HOLL6227_05_SE_C17.qxd 5/20/10 4:06 PM Page 641 CASE STUDY IV.3 Dyson Vacuum Cleaner: shifting from domestic to international marketing with the famous bagless vacuum cleaner The Dyson history It is impossible to separate the very British Dyson vacuum cleaner from its very British inventor. Together they are synonymous with innovation and legal battles against established rivals. James Dyson was born in Norfolk in 1947. He studied furniture design and interior design at the Royal College of Art from 1966 to 1970 and his first product, the Sea Truck, was launched while he was still Courtesy of Dyson. studying. Dyson’s foray into developing vacuum cleaner technology happened by chance. In 1978, while renovating his 300-year-old country house, Dyson became frustrated with the poor performance of his conventional vacuum cleaner. Whenever he went to use it, there was poor suction. One day he thought he would find out what was wrong with the design. He noted that the appliance worked by drawing air through the bag to create suction, but when even a fine layer of dust got inside, it clogged its pores, stopping the airflow and suction. In his usual style of seeking solutions from unexpected sources, Dyson noticed how a nearby sawmill used a cyclone – a 30-foot-high cone that spun dust out of the air by centrifugal force – to expel waste. He reasoned that a vacuum cleaner that could separate dust by cyclonic action and spin it out of......

Words: 4914 - Pages: 20

Premium Essay

Case Analysis

... Case Analysis Toyota Case Analysis   I. Viewpoint         For further analysis of this case, Ms. Rivera as a Marketing Manager is responsible to solve the dealing problem.   II. Time Context         In the year 1990’s different problem occurred.   Toyota reduced part defects by 84%. It also reduced the ratio of inventories to sales by 35% versus 6%. III. Objectives   a. To be able to implement the marketing strategy used in the said case.   b. To be able to have a good relation in dealing with consumers needs and wants.   c. To be able to maximize operating performance and financial returns to ensure growth for the company’s future.   d. To be able to classify the strengths, weaknesses, opportunities and threats that the company have.   e. To be able to explain the solutions in the major problem of Toyota.   IV. Statement of the problem         Major:         Competition will arise. Toyota’s has a closest competitor regarding on its consumers – Ford motor vehicles and Mercedes. It is a problem on how they can implement their marketing strategy to stay on top amidst of the consumers demands.         Minor:   1. A reduction on ratio of inventories to sales by 35 percent versus 6 percent. 2. Toyota relied on identical suppliers as of Ford motor vehicles and Mercedes.   3. Easy access on the internet that may cause imitation on each competitor’s latest idea.     V. Areas of Consideration |                                 |Production & operation          ......

Words: 1070 - Pages: 5