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    Home Assignment 2: Dyson

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    Chaima Ghodbéne
    Dyson's strategic capabilities lie in their focus on engineering design and developing innovative household product prototypes. They target a niche market with brightly colored products that have small improvements over traditional models. Maintaining manufacturing in Asia allows them to keep costs low while still earning good profits from their niche market. Imitating Dyson would be difficult due to their established market position and focus on innovation, patents, and superior product design from experienced engineers. Over time, engineering excellence may become standard for competitors, so Dyson must continue innovating to stay ahead. James Dyson's leadership and focus on creativity have been crucial to the company's success so far, so his departure or a sale could significantly impact the company's future direction and reputation.

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    Home Assignment 2: Dyson

    Uploaded by

    Chaima Ghodbéne
    47 views4 pages
    Dyson's strategic capabilities lie in their focus on engineering design and developing innovative household product prototypes. They target a niche market with brightly colored products that have small improvements over traditional models. Maintaining manufacturing in Asia allows them to keep costs low while still earning good profits from their niche market. Imitating Dyson would be difficult due to their established market position and focus on innovation, patents, and superior product design from experienced engineers. Over time, engineering excellence may become standard for competitors, so Dyson must continue innovating to stay ahead. James Dyson's leadership and focus on creativity have been crucial to the company's success so far, so his departure or a sale could significantly impact the company's future direction and reputation.

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    Dyson's strategic capabilities lie in their focus on engineering design and developing innovative household product prototypes. They target a niche market with brightly colored products that have small improvements over traditional models. Maintaining manufacturing in Asia allows them to keep costs low while still earning good profits from their niche market. Imitating Dyson would be difficult due to their established market position and focus on innovation, patents, and superior product design from experienced engineers. Over time, engineering excellence may become standard for competitors, so Dyson must continue innovating to stay ahead. James Dyson's leadership and focus on creativity have been crucial to the company's success so far, so his departure or a sale could significantly impact the company's future direction and reputation.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    47 views4 pages

    Home Assignment 2: Dyson

    Uploaded by

    Chaima Ghodbéne
    Dyson's strategic capabilities lie in their focus on engineering design and developing innovative household product prototypes. They target a niche market with brightly colored products that have small improvements over traditional models. Maintaining manufacturing in Asia allows them to keep costs low while still earning good profits from their niche market. Imitating Dyson would be difficult due to their established market position and focus on innovation, patents, and superior product design from experienced engineers. Over time, engineering excellence may become standard for competitors, so Dyson must continue innovating to stay ahead. James Dyson's leadership and focus on creativity have been crucial to the company's success so far, so his departure or a sale could significantly impact the company's future direction and reputation.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    Home Assignment 2: Dyson

    Chaima Ghodbène

    Strategic management

    Home Assignment 2: Dyson

    MSB - Mediterranean School of Business 2019-2020


    Home Assignment 2: Dyson

    Question 1 : Using frameworks from the chapter, analyze the strategic capabilities

    of Dyson.

    The strategic capabilities of the company are about their resource-based view of this

    strategy while focusing on engineering design. In fact, the company spends lots of time

    and energy in order to develop and engineer prototypes for households’ products that

    slightly differ from the typical device that is being commercialized. A good example

    would be the vacuum cleaner that has a plus compared to traditional vacuum cleaners; it

    provides smooth turning around the corners. The products offered by a company are

    essentially dedicated to a niche market that is among a saturated one. The design of the

    products, as well as their brightness and colorful exteriors are what attracts this niche

    market.

    In order to make their products cheaper, Dyson invests in the Chinese and Asian

    manufacturing which allows them to maintain a profit margin benchmarks. Overall, their

    strategic capability is high. Their products might not be dedicated to “normal” consumers,

    but they do have a significant niche market.

    Question 2 : to what extent do you think any of the capabilities can be imitated by

    competitors ?

    I think that it is quite difficult to imitate the strategic capabilities of the company because

    of their well-established niche market that is mainly there because of the superior design

    of the products that the company offers. Dyson is very flexible to change, and they are

    focusing on innovation and they are not afraid to test new design of products. Their level

    of specialization is what attracts their customers. For other companies, to imitate Dyson,

    they will have to hire very well experienced engineering designers and train them to be

    flexible to innovation and change.


    Home Assignment 2: Dyson

    In addition to that, Dyson has placed preventive patents on their product to stop other

    companies from imitating their ideas.

    Question 3 : which of Dyson’s distinctive capabilities may become threshold

    capabilities over time ?

    Today, what is allowing Dyson to position itself as a relatively high price company is the

    high quality of its product translated in the design and engineering. This is what allow the

    company to stand as a distinctive one in the market. However, as time goes on, the

    existence of high value specialties will probably become a threshold capability for the

    company.

    It would certainly not be beneficial for the company to change its business model and go

    for increasing volumes and standardize the products because it will probably affect its

    reputation and brand image. For that reason, in order for the company to keep its

    position , they will always have to invest in innovation and be the first mover in the

    market.

    Question 4: Bearing in mind your answers to questions 1 and 2 , how crucial is Sir

    James Dyson to the future of company ? what might be the effect of his resignation

    or the sale of the company ?

    James Dyson is a big public figure and a well-known spokesperson for the Dyson

    company. The company’s reputation is mainly based on him. The company would

    certainly not be the same without him. His creative mindset and innovation seeking are

    key elements for the success of the company. Him leaving would probably also mean lost

    partnerships and affiliations. At some point, he will certainly leave the floor to others to
    Home Assignment 2: Dyson

    run out his company. The person in charge will have to maintain his level of creativity

    and cherish his values and the values he wants its company to represent.

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