Dyson Case

International Marketing

Prof. Elbieta Duliniec, PhD

By: Piotr Bartenbach (ID: 58597)

Bartomiej Staszczyk (ID: 58598)

Agenda
1.History
2.Products
3.Main competitors
4.Example of an advertisement
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 premium
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 Dysons 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 premium
product:
Not enough information
Price sensitivity
No diferentiation in terms of
service
No direct contact with customers
No direct feedback 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
Advertised 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!