Case Dyson

1. Write a market-oriented mission statement for Dyson.
2. What are Dyson’s goals and objectives?
3. Does Dyson have a business portfolio? Explain.
4. Discuss Dyson’s marketing mix techniques and how they fit within the context of
its business and marketing strategy.
5. Is Dyson a customer-centered company? Explain.
ANSWER
Question 1:
Creating technologically advanced utility products that connect with people's lives
while prioritizing the preservation of nature.
Developing innovative solutions that seamlessly integrate into daily routines,

enhancing the way people live, work, and interact with their environment.Through our
commitment to sustainable practices, we strive to strike a harmonious balance
between technological advancement and environmental preservation, ensuring a better
future for all.
Question 2:
Dyson's goals and objectives are:
● To deliver real consumer benefits that make life easier for customers.
● To inspire excitement about products that perform mundane tasks.
● To enhance its financial position by tripling the sales of various items in the
market in the face of a vast array of replacements. To be profitable in the
market, the firm seeks to increase revenue and turn it into various income
streams.
● To extend the business with the new product advancements. For example,
rather than focusing on current items for customers, the firm wishes to address
the demands of fans, hand dryers, washing machines, and other bathroom
equipment.
● To having several media channel considerations to boost the visibility of
integrated communication. Accelerating the appeal of old or current items is a
key goal for increasing sales.
Question 3:
Absolutely, Dyson has a business portfolio because it offers a variety of products to
consumers. The firm has developed several items in addition to vacuum cleaners,
including hand dryers, bathroom faucets, and washing machines. Interestingly, the
corporation has had issues putting the product in the loop despite having good
objectives for business portfolio expansion. For instance, following the initial release
of washing machines, the management was forced to recall the item due to poor sales
and a lack of customer response. Comparing the product to the alternatives that were
on the market for the clients, there were undoubtedly some quality problems.
Given that a number of quality issues have been resolved, the company's business
portfolio appears to be robust with regard to the new items. The diverse consumer
needs gave rise to the business portfolio, and success may be explained by quality and
differentiation. The corporation employs traditional media channels to place itself in
the thoughts of the clients in order to make the business portfolio effective in the
cutthroat industry. The management is also implementing new strategies to promote or
illustrate the variety of items in order to support the new brand portfolio, such as email
marketing.
Question 4:
Product: Providing real consumer benefits that make life easier. Second, each product
must take a totally unique approach to accomplishing common, everyday tasks.
Finally, each Dyson product must infuse excitement into products that are so
mundane, most people never think much about them. An example that demonstrates
Dyson's commitment to quality, research, and technological advancements is the
recent creation of a high-speed motor that operates at 110,000 revolutions per minute.
This showcases Dyson's dedication to pushing boundaries and utilizing cutting-edge
technology.
Price: Dyson adopts a high-price strategy that communicates quality and the added
benefits of its products. The premium pricing strategy positions Dyson as a luxury
brand, emphasizing its commitment to superior technology, design, and functionality.
The high price also creates a perception of exclusivity and value among consumers.
Place: Dyson's products are distributed globally, being sold in over 50 markets. They
use various distribution channels, including mail-order catalogs, small appliance
chains, and large department stores. Dyson is also expanding its presence through the
establishment of company stores, creating a retail environment that mirrors Apple
stores. This allows customers to have a hands-on experience with Dyson's innovative
products.
Promotion: Dyson enhances its traditional advertising by incorporating digital
strategies that are concise, simple and direct, mirroring the approach taken in their TV
advertising. They utilize email communications selectively, targeting existing
customers and timing their messages for maximum effect. In addition to paid media,
Dyson places significant importance on public relations as a promotional tool. They
actively seek product reviews in mainstream media and leverage online reviews and
social media mentions to generate buzz and spread awareness about their products.
This word-of-mouth promotion helps Dyson's products gain rapid exposure and reach
a wider audience
How they fit with business and marketing strategy:
The firm's business goal is to please consumers, and via these marketing strategies, the
company may present relevant information for customers to make judgments. On the
other hand, the company's marketing strategy, distinctiveness, and justification
through promotions, quality, and price has been justified by the company's
management.
Question 5:
Dyson is a customer-centered company because many of their products have
developed based on customers’ needs and they create products that uniquely improve
the lives of their customers by making every day tasks easier. As a matter of fact, the
current success of Dyson due to the needs and expectations of satisfaction of
customers. For example, the first air blade of the company was very noisy, and the
company spent seven years developing a fast and small motor with the same
functions. It depicts the care for the customers, as customers demanded the small
machines with less noise. Furthermore, Dyson invests a significant amount of money
on research and development, for example, $42 million on the creation of a tiny
motor, demonstrating their desire to provide world-class products to its clients.
Hence, the customers’ demand has been a significant point for Dyson’s managers.
Along with the time that customers use Dyson’s products, their requirements and
using habits will change. In contrast, the company always invests in the R & D
department to invent products that have unique experiences. The needs of customers
are always the top priority of the company, and their response for the products will be
the foundations for the company to develop their things
In the end, this is to conclude that Dyson Company, along with a comprehensive
business portfolio, has gained success. However, Modern marketing techniques such
as search engine optimization, and social media integration should be considered to
meet the new trends in the market. A customer-centric approach and promotion can be
improved through these considerations.

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1. Write a market-oriented mission statement for Dyson.

2. What are Dyson’s goals and objectives?

3. Does Dyson have a business portfolio? Explain.

5. Is Dyson a customer-centered company? Explain.

Developing innovative solutions that seamlessly integrate into daily routines,

brand, emphasizing its commitment to superior technology, design, and functionality.

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