Dyson Vacuum Cleaner Case Analysis

2042 Words Sep 18th, 2008 9 Pages
Case overview
Dyson is the world’s leading company in vacuum cleaner industry with its strength in technology and innovation. James Dyson, the creator of Dyson Company, introduced innovative vacuum cleaner which eliminated the need for both bag and filter. However, as big vacuum cleaner manufactures refused to license for his technology, Dyson decided to develop his own manufacturing company. Luckily Dyson was able to sign a deal with Japanese company, which funded him in research and development. Dyson was able to continue developing his innovation of new models and ideas in this matured vacuum cleaner industry and got steady increase of market share worldwide. In recent years, Dyson is expanding into washing machine industry with new
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According to Dyson, their vacuum cleaner is so powerful that it even sucks in all the mite in the house. Health focusing marketing should be targeted to houses with children or senior citizens. Dyson should develop special features to prevent the allergies such as asthma: this surely would attract people with babies and animals. As Dyson introduced allergy preventing vacuum by eliminating pollen, they should create more health awareness and be the solution to many households.

Instead of developing new technology for washing machine, Dyson should use their powerful suction technology to develop other products. The technology that Dyson possesses could be used in many industrial sites including a construction site where construct workers are suffering from the dust and in need of ventilation. For home use products, there is a limit to the need for great performance. However, for commercial use appliances, great performing products are essential. Washing machine is too expensive for its technology. Consumers would just use cleaning service if they would want their clothes extremely clean.

Dyson does not use any celebrity and does very few commercials. Dyson’s main marketing tool is through word of mouth and actually their sales are sold the most by personal recommendations. In recent years, Dyson started to promote more aggressively worldwide, their marketing principal still
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