Solving Customer

problems in ways They

never imagined
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Letter of Transmittal

4th July, 2019

Dr. Salma Akter
Assistant Professor,
Department of Business Administration
East West University

Subject: Application for submission of term paper on “Dyson Company”

Sir,
With due respect, we would like to inform you that it is our great pleasure to have the
opportunity to submit the report on the “Dyson Company” as part of our course studies.
The report is prepared based on questionnaire survey and other related documents and the
documents collected from internet. We are thankful to you to provide us important
information and give us valuable advices. We would be happy if you read the report carefully
and we are trying to answer all the questions that should need to present in the term paper.
We have worked as a team with utmost enthusiasm and tried our level best to complete this
term paper meaningfully and correctly, as much as possible.
We tried to undertake all the related issues in the report within several limitations. We
sincerely hope and believe that these findings will be able to meet the requirements of the
course.
Therefore we would like to place this report for your kind judgment and valuable
suggestions.
Sincerely yours,

Name ID
Tanvir Ahmed Chowdhury 2018-1-10-226
Jitu Saha 2018-2-10-198
Nadim Ul Islam 2018-2-10-137
Syduzzaman Khan 2018-2-10-095
Sabrina Akter 2014-2-13-008

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Acknowledgement

This term paper is a part of academic curriculum by the course “Principal of Marketing” by
Assistant Professor, Dr.Salma Akter Department of Business Administration, and East West
University.

It is our great pleasure to give a brief of the Dyson Company report. At first we would like to
express our profound feelings of appreciation to almighty Allah for His limitless blessings
that permitted and helped us to finish this task effectively. We truly would like to express our
appreciation to our honorable course instructor Dr.Salam Akter for issuing us the errand to
set up this task. It was a knowledgeable event which will tremendously help us in the future.
It will improve our expertise to an extraordinary expanse. We are exceptionally thankful for
his important and minding directions and propositions.

This term paper has been made possible through the help and support from everyone,
including friends, group members and in essence, all who helped.

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Objective Of The Study:

The objective of this study provide the Dyson Company status, what are the strength and
weakness of the company. The Business Portfolio will be compared of booth the company
within the industry to see where of the company stands . And most significantly it will
provide a good understand of the business Goals and Objective both of which have a major
impact on the performance of the company.
The main objectives of the study are:
 To assess the Mission Statement performance of Dyson Company
 To find out the Goal & objectives of Dyson Company.
 To evaluate the Business Portfolio performance of Dyson Company.
 To know about the user’s views through questionnaire

Limitation of study:
This report is might be limited with some constraints. Performance measurement and
assessment of the contribution of a particular department of a company to the economy is a
very difficult test and there is no university accepted methodology for this .Details of many
aspects of the services of Dyson Company have been skipped in this report due to various
constraints, including time and space. Moreover, one of the main barriers in writing this
report was the confidentiality of data.

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Introduction
Dyson Ltd is a British technology company that designs and manufactures heaters, bladeless
fans, hand dryers and vacuum cleaners. It was founded in 1978 by James Dyson and has
grown to be among the crème de la crème in its industry with thousands of customers in
over 100 countries worldwide.

James Dyson was born in Norfolk, England in a family of four. He studied in a boarding
school known as Gresham’s School in Holt between and 1965 after losing his father to
cancer. He spent a year at the Byam Shaw School of Art and four at the Royal College of Art
studying interior design and furniture, before eventually joining an engineering school.

He got married to Deirdre Hindmarsh (1968) with whom he has three children: Emily, Jacob
and Sam. The couple owns a range of million-dollar assets across Europe including a town
house in Chelsea, London, a $20 million 300-acre estate in Georgia, a $4.5 million chateau in
France, and a 91-metre super yacht ranked the 36th largest in the world as of 2013.

Dyson is patron of the Design and Technology Association and succeeded Sir Terence
Conran in 2011 as Provost of the London Royal College of Art. Until his sudden resignation in
2004, he was chair of the board of trustees of the Design Museum.

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Company Overview
James Dyson was born in Norfolk, England in a family of four. He studied in a boarding
school known as Gresham’s School in Holt between and 1965 after losing his father to
cancer. He spent a year at the Byam Shaw School of Art and four at the Royal College of Art
studying interior design and furniture, before eventually joining an engineering school.
He got married to Deirdre Hindmarsh (1968) with whom he has three children: Emily, Jacob
and Sam. The couple owns a range of million-dollar assets across Europe including a town
house in Chelsea, London, a $20 million 300-acre estate in Georgia, a $4.5 million chateau in
France, and a 91-metre super yacht ranked the 36th largest in the world as of 2013.
Dyson is patron of the Design and Technology Association and succeeded Sir Terence
Conran in 2011 as Provost of the London Royal College of Art. Until his sudden resignation in
2004, he was chair of the board of trustees of the Design Museum.
In 1978, while James Dyson was renovating his property, he realised that the wheel of the
wheelbarrow he was using was prone to punctures, was unstable and sank into the mud
easily, problems that got him thinking of how he could come up with better ideas and
improve the situation. He went through a series of trying and failing for the next couple of
years but never gave up till 1984 when he came up with a fiberglass prototype of a barrow
with a ball instead of a wheel, to all but mark the coming into existence of the Ballbarrow.
Dyson was appointed a Commander of the Order of the British Empire in 1996. He later
received the Prince Phillip Designers Prize in 1997 and was awarded Lord Lloyd of Kilgerran
Award in 2000. In the same year, the University of Bath awarded Dyson a D. Eng degree. He
was appointed a Royal Academy of Engineering Fellow in 2005, and made Knight Bachelor in
New Year Honors of 2007. He has been Royal College of Art provost since 2011.His latest
honor came in 2015 when he was elected a Royal Society of London Fellow.

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 1 Dyson’s Mission Statement

We make our life easier in ways you would have never imagined.Dysons goal and objective
are very simple. To give the best ever experience to the customer on simple daily needs. This
will help customers to not only think of how daily events were an ordeal and how dyson
products made things so much easier. All products of Dyson reach the customer in a way that
was never thought of. The objective is to give those products that bring in maximum
convenience to the consumer.Dyson has a business portfolio which so very simple to
understand. It products are mean for the end user through a very simple message. The
statement is made of products which are used in every home.
An effective mission statement guides a company in answering to what a business does, its
purpose and goals, who its customers are and what they value. Market oriented mission
statements are rammed in terms satisfying basic customer needs with the hopes
withstanding the test o time, as opposed to identifying special products or technologies
that may become obsolete. !or Dyson, we propose the mission statement "Dyson promotes
user efficiency and problem solving by ensuring a customers personal and global environment is
conducive to productivity.& hough Dyson originated as a company selling vacuum cleaners, they
have expanded to include multiple product lines, including air treatment and heaters, humid
lighting and hand dryers. & hese product lines share the commonality o improving their
users physical spaces such asby cleaning, warming-cooling or illuminating. Meanwhile,
Dyson is concerned with the global environment and seeks to eliminate carbon emissions
and waste in product design and development.

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 2 Goal & Objectives

Goals
The 1st goal is to expand into view businesses. They did this with washing Machine, the
hand dryer the fan & how the bathroom faucat.The 2nd goal is to support existing & view
product with informational integrated marketing campaigns.

Objectives
Dyson’s goals and objectives, summarized in our market oriented mission statement, can be
further simplified to designing high1uality, innovative cleaning solutions that focus on being
socially and environmentally responsible. The company’s history, development and
marketing all centeraround creating better solutions to problems created by existing
products Dyson’s vacuum cleaners never lose suction, its hand dryers use less energy and its
LED lighting never dims. All of these solutions are reached by researching and answering
fundamentally awed designs. Dyson’s team of designers and innovators work tirelessly to
improve their own designs in search of a more efficient, more responsible product. As a
business concerned with growth and profits, as any company is, we can frame Dyson’s
overall objective as building profitable relationships with consumers and businesses that
share Dyson’s value of promoting a cleaner planet and solving problems of waste. to do so,
Dyson must make significant investments in research and development as one objective,
evidenced by their claim that a third of their employees are engineers and scientists.
Investments in R&D may include not only attracting and hiring the brightest minds as
employees, but also investing in physical facilities and technologies for product design.

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 3 Business Portfolio

Dyson most certainly has a business portfolio. Its original business was defined by vacuum

cleaners. Then, it expanded into hand dryers.Discuss Dyson's marketing mix techniques and
how they fit within the context of its business and marketing strategy. Dyson currently has
fewer than 60 products listed on its U.K. website. In other words, Dyson engineers will need
a lot of drawing boards, and the company itself will have to heavily invest in research and
development. Released in 2016, Dyson's hair dryer is powered by a high-speed digital
motor.

Project 1: Vocum Cleaner

Project 2: Hand Dryer

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The Dyson Airblade (AB14/AB07) has probably overtaken World Dryer and Xlerator as the
best known Hand Dryer on the world market. It's a great hand dryer but does it really
represent good value and warrant its status? We explore 7 reasons why to buy a Dyson
Airblade and 7 reasons not to…..

1. It is the fastest drying hand dryer in the world - we have independently tested many hand
dryers including the Airforce, Xlerator, G-Force, Mitusbishi Jet Towel, D-flow,Air-Fury,
Turboforce, Savortex and many more and the Dyson Airblade came out the quickest drying.
In our tests hands were over 95% moisture free in 13 seconds. It is worth noting that all the
blade type dryers were a little more effective as they dry hands from both sides
simultaneously. Please note the difference between the Dyson Airblade and other leading
blade hand dryers was no more than 1-2 seconds and between the Airblade and the leading
hands under dryer about 2-3 seconds.

2. It’s a Dyson! Dyson's are cool, they stand for innovation and creative thinking and we all
want to be associated with products like that.

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3. They have reduced the noise levels down to 80 dBA - The new AB14 Dyson Airblade has
comparable noise levels with theAirforce and is up to 70% quieter than the new Xlerator
500.

4. it’s environmentally friendly - The combination of fast drying and 1.6kw rated power
means it consumes quite a small amount of energy. 4.4 watts to 6 per dry compared with 25
plus for traditional warm air hand dryer

5. it’s hygienic - The Dyson air blade has NSF approval, it uses a HEPA filter to remove 99.9%
of air borne bacteria under 0.3 microns from the Airflow and has anti-bacterial plastics.

6. Its vandal resistant - compared with other blade style hand dryers it is more robust and
will withstand some level of abuse. Compact hands under dryers are still more vandal
resistant in our opinion.

7. It has a digital brushless motor - Brushless Motors in theory should last a very long time in
comparison with Brush motors however it is worth noting that this will only be of relevance
if you are looking for a high traffic location like a Airport or Shopping Centre.

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Project 3: Bladeless fan

Benefits Of A Bladeless Fan Over Standard Fans:

Bladeless fan is the newest trend in the fan industry. It is very powerful as it multiplies the
air flow coming out, thus, offering much better cooling. A bladeless fan has many
advantages over conventional fans.

 Since it is devoid of external blades, it is safer than a conventional ceiling or table fan

as there is no fear of cutting yourself with it.
 The hollow tube of the fan makes it easier to clean. While the blades of a
conventional fan collect dust easily, it is not the case with a bladeless fan.
 It can be controlled by a remote. So, you don’t need to adjust the speed of the fan
manually every time.
 It is significantly lighter than a conventional fan. Thus, it can be moved from one
place to another very easily.
 The blades of a conventional fan first chop the air before it reaches you, thus,
causing buffeting. There is no issue of buffeting with a bladeless fan since it has no
blades.

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 4 Dyson’s Marketing Mix

Dyson’s vacuum was the main reinvention, redesigned and technological advanced
of Hoover, Dyson Vacuum was the first bag-less cyclonic, durable, lightweight, good
quality that last longer, higher suction, and convenient to use. Good product
packaging of Dyson made it stands out from its pears in the market, Its branding is
simple but unique, as he keeps improving on the vacuum by listening to what
customers want, such has improving from upright vacuum to using a ball to be able
to man-oeuvre easily on most floor surfaces and under furniture. He has managed
to achieve this through concentration to the results of surveys, from primary
research, and this was the factors that needed an improvement by the incumbent
Hoover.

Vacuum cleaners, which dated back to the 1858 according to PM (However other
cleaning tools can be backdated to 2,300 B.C. of which other methods was adopted
to clean floors with the use of brooms but this was far from a perfect tool, so it was
later re-invented in 1797, when a British farmer Levi Dickenson took a step further
to reinvent brooms, which was later known as sorghum brooms, and soon sold
hundreds of brooms to neighbors and across New England by year 1850.

In 1868 Ives W. McGuffey an American, invented what could be relatively compare

to the make of first ever vacuum cleaner, as it was lighter in weight, with a hand
crank, but it was not much a success due to the ridiculous price tag. This opened the
door to other innovators to emulate its business model, then disruptive innovations
were made possible and had step up since then.

Booth’s puffy bills gasoline powered cleaner was the reinvention of Thurman’s
patent which earned limited success, due to not been able to suck dust but rather
than expel dust. However, Booth’s cleaning machine was somewhat a success and
secured some high-profile jobs from cleaning Westminster Abbey for the
coronation of King Edward (VII) and Queen Alexandra. Booth’s machine was so
impressive that they were eventually purchased for both Buckingham Palace and
Windsor Castle. Booth’s invention was so much successful that went from street
cleaning to the wealthy household necessity, to begin used in hotels, in New York
high- rises and also popular in big homes but was not suitable for smaller homes
due to the size and expense, so it became only affordable by the upper-class
society, which was the main setback for growth..

Until the game was changed by James M. Spangler who re-invented vacuum cleaner
in smaller shape and size due to inability to cope with his tedious work as a
departmental store janitor and because he discovered the lack of proper equipment
to help him clean and suck up dirt has taken a lot.

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James Dyson was very clever, as he concentrated on making his inventions very
unique. He unapologetically designs his vacuum cleaner by concentrating on the
flaws of his contemporaries by using suction with bag-less, upright vacuum that
come with a rather high price tag, the research and development he puts in his
inventions, made it easier for him to be differentiated and his brands stands out
from others, despite the price tag people still trust his brand to be worth every
penny. His strategies were simple, he made customers believe they are buying a
product of high quality of modern technology.

Dyson’s vacuum cleaner today is an evidence of technological advancement as it is

perceived in the market. when customers’ think of buying the best vacuum cleaner,
that would last longer, they untimely think of Dyson as one of the best products in
the market today. Researching new ideas of making things work. James Dyson has
turned his one-man idea into a successful technology business with more than a
thousand engineers and scientist worldwide, inventing and improving on more
ideas. Today Dyson is one of the Britain’s biggest private 100 companies with
growing sales and profit according to national press release.

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RECOMMENDATION

Dyson is the pioneer of Private Sector Company. Dyson has been a partner with numerous of
its clients to materialize their dream homes into a reality. Dyson, the specialist in Marketing ,
has earned the trust of thousands of customers through some salient features of its Home
Loan pron the findings derived from the study, we recommend the following suggestions:

1. Private sector institution (Dyson) should increase access to formal to lower and middle
income households.
2. Subsidizing institution should reach the low income group. Private sector institution.
3. Review of the Restrictive Lending Criteria and processing time should be.
4...Government should take steps to establish a Secondary market in future.
5.Competitive Interest Rate to make the loan installment service more affordable.
6. Quicker turnaround time to ensure timely availability of fund.
7. Specialist advice that minimizes risk of customers during building constructions or flat
purchases.
8. Wider scope of Home Loan that covers flat purchases, constructions, extensions,
renovations, plot purchases, home equity loans etc.
9. Flexible payments options to suit individual needs.
10. Specialized customer service all the way through.
11. Partial prepayment without any charge as per prevalent company policy.
The housing sector plays a major role in the context fulfilling  fundamental right of shelter to
the inhabitants and for economic development of a country. It can be concluded that housing
finance is a key factor in determining the quality and tenure of housing consumption. The
role of housing finance companies, especially specialized housing finance institutions are
very crucial in achieving the above objectives. Dyson Company should employ a good
advertising agency, which can come with the eye-catching advertisements. Besides delivering
reminding advertisement, they should select appropriate message and choose the best media
vehicle to convey the message to the target audiences or market.

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CONCLUSION
Dyson’s investment for the long-term continues even after the product has been sold to a
customer. There is support readily available for Dyson customers if they need advice or help
with their vacuum cleaner. Dyson makes every effort to ensure that customer care creates
the minimum of fuss and expense for the consumer – it is a key part of Dyson philosophy to
invest time in treating its customers well.

Most appliance companies allow electrical stores or service agents to repair machines or
provide spare parts, but this is not always convenient for the customer. Dyson ensures that
customers receive the best advice and help all the time. They can phone a helpline and
speak to an operator who can advise them on how to maintain their cleaner, sell them any
accessories, or arrange to have the cleaner repaired. Dyson employs telephone operators
and service engineers to ensure this operation runs smoothly. The lines are open seven days
a week from 8am to 8pm, and fax and email can also be used. A courier collects the cleaner
from the customer’s home, and delivers it back, serviced and repaired within three days.

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BIBLIOGRAPHY

http://www.dyson.com/
http://www.dyson.com/home/freports
https://www.dyson.org/
https://www.dysonpedia.com/walkthrough/
http://www.fasttrack.co.uk/wp-content/uploads/2016-
Top-Track-100-national-press-release.pdf
http://www.marketing91.com/marketing-mix-4-ps-
marketing/
http://economictimes.indiatimes.com/definition/marketing
-mix .

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