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.