The Dyson Report
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CASE STUDY: DYSON VACUUM CLEANER
Shifting from domestic to international marketing with the famous bagless vacuum cleaner
Submitted to
Professor Barbara Knup
Submitted by
Erick N. Shirimpumu (std no.28365)
Dechen Peldon (std no. 27042)
Doris Dzomu (std no. 30298)
Kamal Masoud (std no. 26605)
Rachal Utuga (std no. 29963)
Kleves Alimerko (std no. 29623)
Table of contents
Executive Summary 3
I. Introduction 4
II. Questions and Answers 5
Question 1 5
Question 2 8
Question 3 10
III. Opportunity and Competitiveness of Dyson Airblade 10
IV. Conclusions and recommendations 13
References: 14
Executive Summary
Dyson is a pioneer company which invented the bagless vacuum cleaner. It is one of the world’s leading companies in vacuum cleaner industry. The company has diversified its business into other areas as washing machine and hand dryers.
This report analyses the new markets Dyson Company should enter and expand by allocating more resources in order to develop them into future growth markets. It also highlights Dyson’s long term strategy for high price products and evaluates the distribution strategy in the U.S market. It also includes the new Dyson Airblade hand-dryer and future success in the market.
Dyson should increase their presence in the current and new market due to the fact that Europe is still a potential market and Dyson should expand in Western Europe and move to Eastern Europe because they both provide a favorable environment for doing business.
Changing their marketing strategy and promote their product through mass media would have more impact in increasing their customers and creating more awareness of the brand. Reduce the price of air blade product since customers are not willing to pay more for the brand when the value of this product is almost the same as that of their competitors.
The strength of the company is in upstream activities and in order to be
CASE STUDY: DYSON VACUUM CLEANER
Shifting from domestic to international marketing with the famous bagless vacuum cleaner
Submitted to
Professor Barbara Knup
Submitted by
Erick N. Shirimpumu (std no.28365)
Dechen Peldon (std no. 27042)
Doris Dzomu (std no. 30298)
Kamal Masoud (std no. 26605)
Rachal Utuga (std no. 29963)
Kleves Alimerko (std no. 29623)
Table of contents
Executive Summary 3
I. Introduction 4
II. Questions and Answers 5
Question 1 5
Question 2 8
Question 3 10
III. Opportunity and Competitiveness of Dyson Airblade 10
IV. Conclusions and recommendations 13
References: 14
Executive Summary
Dyson is a pioneer company which invented the bagless vacuum cleaner. It is one of the world’s leading companies in vacuum cleaner industry. The company has diversified its business into other areas as washing machine and hand dryers.
This report analyses the new markets Dyson Company should enter and expand by allocating more resources in order to develop them into future growth markets. It also highlights Dyson’s long term strategy for high price products and evaluates the distribution strategy in the U.S market. It also includes the new Dyson Airblade hand-dryer and future success in the market.
Dyson should increase their presence in the current and new market due to the fact that Europe is still a potential market and Dyson should expand in Western Europe and move to Eastern Europe because they both provide a favorable environment for doing business.
Changing their marketing strategy and promote their product through mass media would have more impact in increasing their customers and creating more awareness of the brand. Reduce the price of air blade product since customers are not willing to pay more for the brand when the value of this product is almost the same as that of their competitors.
The strength of the company is in upstream activities and in order to be
References: Svend Hollensen, (2011): Global Marketing. A decision –Oriented Approach. 5th ed, Prentice Ha