Dyson - Presentation About Company And Case Study 52q2x

Dyson Case International Marketing

Prof. Elżbieta Duliniec, PhD

By: Piotr Bartenbach (ID: 58597)

Bartłomiej Staszczyk (ID: 58598)

Agenda 1.History 2.Products 3.Main competitors 4.Example of an ment 5.SWOT Analysis 6.Case questions

History of Dyson Sir James Dyson

Product Line

G-Force

DC 01 – 50

(1 of 2)

Product Line

(2 of 2)

Ball DC25

DC16 Root 6

Airblade

Air Multiplier

Unique selling proposition

Does not lose suction

Bagless

Easy to use

Target group High-income Households mainly Women 25-60 years old

Main Competitors      

BSH (Bosch, Siemens) Electrolux Miele SEB Group (Rowenta, Moulinex) Whirlpool (Hoover) Bissell

(1 of 2)

Main Competitors

(2 of 2)

Product distribution

Marketing campaign

http://www.youtube.com/watch?v=v82e4A1gMb4

SWOT Analysis for Dyson Vacuum Cleaner

Strengths • • • • • •

Technology The best suction power Design Cleaner air Long period of warranty History

S W

• Price • Distribution channels • Weak brand recognition

Threats

Opportunities • New markets • Increasing demand for goods • Cost and price reduction

Weaknesses

O T

• Innovations from competitors • Competitors with strong brand recognition and many distribution channels • Increasing material and logistics costs

1st Case Question Q: Until now Dyson has concentrated its efforts in the United Kingdom, the United States, Japan and Australia. In your opinion, which new international markets should be allocated more marketing resources, in order to develop them into future Dyson growth markets?

2nd Case Question Q: In the US market Dyson achieved its market share by moving into the mass retail channels, like Electric City and Best Buy. Some industry specialists are critical of this the long-term strategy for Dyson’s highpriced product. Evaluate the Dyson distribution strategy in the US market. Pros • Cooperation with dominant retail chains • Possibility to establish stands on which Dyson vacuums will be presented • Huge customer base • Low costs

Cons • Not the best place for a product: – Not enough information – Price sensitivity – No diferentiation in of service • No direct with customers • No direct from customers • Huge dependance on previous advertising

3rd Case Question Q: Do you think that James Dyson can repeat the international vacuum cleaner success with the handdryer market with its Dyson Airblade? Why? Why not?

It will be difficult. Pros

Cons

• Attractive design • d as being more energy efficient than competitors’ products • Market will potentially grow as customers switch from paper towels to hand dryers

• It is not a revolutionary product • Many competitors with similar products (i.e. Mitsubishi Jet Towel) • Limited number of customers (restaurants, shopping centres) • Higher price • Market is already established

Our sources: Svend Hollensen, Global Marketing: A decision-oriented approach, 5th edition www.dyson.com

Thank you for attention!