Dyson Vacuum Cleaner Case Analysis

4. Similar to Coca-Cola and Nike, Hollywood megastars represent global brands in their own right. But their fans might be surprised to learn that many have leveraged their reputation in foreign markets (most often Japan) by creating ads—sometimes downright cheesy ads—to hawk products that they would never endorse in the domestic market. Use the Internet to uncover

Dyson must employ customer life cycle assessments and consider environmental factors for product development and marketing to be successful. The company must engage in efficient manufacturing to limit energy use and waste, using a high percentage of recycling materials and promoting the responsible disposal of products at the end of the life cycle (Dyson, 2017). Some environmental factors may also be impacted by legal standards. A legal analysis of laws that protect the environment, in addition to customers, influence the business actions of Dyson and the internal regulations of the company. As Dyson continues to globalize, the legal environment will be dependent on legal regulations and procedures that protect society.

In reaction to global pressures Dyson planned to launch itself into international business. This report is written to advise the board of the company on the benefits of using Information Resources and Enterprise system to compete effectively and efficiently thereby having a competitive advantage in the Industry. It will place emphasis on how competitive advantage could be achieved using information resources and technology on the Value chain.

The company aims to be a leading product in the industry, while satisfying customers experience through offering innovative products that use advanced technologies and services. The company also seeks to champion the use of clean technology with a bid to keep the environment clean. Moreover, it will engage talents and passions to come up with better

Companies are very selective when choosing a celebrity to endorse their product because they know the person is a great candidate for them to sell their product to the consumers. Before the company signs on the celebrities to endorse their brands, the companies need to make sure that these celebrities meet three basic qualifications.

The most dominant problem addressed in the case that Haier is facing is that it lacks of brand popularity in the global market, comparing to its direct competitors such as Whirlpool, GE appliances, and Electrolux. Even though Haier made its effort to amplify its brand image and popularity globally by making a bid to acquire Maytag Corporation yet did not succeed, it is still difficult for Haier to enter the high-end segment of the US white goods market. According to statistics from Euromonitor, Haier’s 2013 market shares in consumer appliances segment in the North American and Western European markets were 0.9% and 0.5% respectively, which are significantly lower than Whirlpool’s, one of Haier’s major competitors in the U.S. and Europe,

The marketers of the Kirby vacuum cleaner lean heavily on the selling orientation perspective. Much time and effort were used to train sellers on the right techniques to persuade customers to purchase immediately after the demonstration, even if there was no compelling need to own the product.

People think “oh that product looks amazing, I want it” just because celebrities are in the advertisement, and it looks more credible. Consumers get influenced into buying products when the advertisement is amusing. Although that may be the case, it is up to the consumer to be responsible with what he/she is buying. Cover Girl’s Plumping Mascara commercial featuring Katy Perry does not get every girl persuade to buy it. Even though the commercial is great and looks like the product works really well, does not mean every person who sees the advertisement feels pressured into buying the product. Several men and women believe it is insulting to use celebrity advertisement to promote products and others think it is the buyer who has the responsibility of not getting suckered into buying everything he/she sees. Also advertisment is a way to promote products, celebrities should be allowed in

Whirlpool Corporation is the largest global manufacturer of home appliances (Innovation at the Pace of Life, 2016). Although, Whirlpool is globally the largest manufacturer, they do not dominate all markets as they do in North America. In North America, Whirlpool’s strength lies in a strong and vast brand portfolio, consisting of seven brands (Fettig, 2016). In 2006, the United States Department of Justice approved the acquisition of Maytag Corporation by Whirlpool (Henriques, 2006). The acquisition served a two-fold purpose, seating Whirlpool in the number one market share position in North America and adding strong brands such as Maytag, Jenn-Air, and Amana to the portfolio. A series of acquisitions is accelerating growth for Whirlpool and ensuring global market leadership. Whirlpool acquired Italian manufacturer,

The Clorox Company is about to enter a new product market by launching a faucet mounted filter system in order to maintain its dominance in the water filtration business. To do this in a successful way, Clorox has to conquer this market with the right entry strategy. Main goal is therefore to gain market share by targeting the right customer segment and make an appropriate marketing investment. Also the previous pitcher market leadership must be maintained.

This device is unique in terms of its filters. This canister vacuum cleaner filter doesn’t need to be washed or replaced. The vacuum cleaner comes up a strong suction power. It is provided with Dyson CineticTM science. This technology helps in producing strong efficient cyclones which captures, dirt, debris, and particulate matter providing a clean air. The device can be cleaned hygienically without being touched, you just have to press the button and your dust bin cup gest cleaned. As the dust removing capacity is increased so is the capacity of the dust bin cup. You can clean for longer duration of time before the duct bin cup is to be actually cleaned. As discussed the

The target market for the new Dyson vacuum cleaner will be directed toward Brand Lovers,” technologically stimulated communities, medium to high-income households, women, and people who are concerned about improving the quality of air, dust, and allergen removal. However, Dyson must strive to attract new markets with its technological brand, focus on efficiency, powerful performance, modern design, and productivity to individuals outside of these groups, and to small carpet cleaning businesses within the commercial industry.

Celebrity endorsement and beauty appeal are both conventions for advertisements due to the way they attract viewers. Carl's Jr is notorious for hiring models and well known celebrities

Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati

Dyson first target countries with high income customers (represented by yellow) like US, Europe and Japan. Currently, Dyson is trying to go into other market segments like Asia and Middle East (represented by orange) which has a growing class of affluent consumers. The company has major branches in US, UK, Canada, Malaysia and Singapore. Dyson’s main competitors are consumer appliance brands like Philips Electronics, General Electric and Panasonic. Unlike most of its competitors, Dyson is relatively small and focuses on only 4 products. For its new product, the bladeless fan, not only is Dyson competing with established brands such as KDK and Mistral, but also portable air conditioning companies such as Daikin and Sanyo.