Strategic Capabilities of Dyson: A Value Chain Analysis

Dyson

Dyson 1
Answer 1
Dyson is a private company that provides the manufacture the appliances such as vacuum
cleaners, bladeless fans, heaters, hand dryers, hair dryers, air purifiers, and lights. The
company provide the services to consumers in order to provide them while cleaning the house
or any other areas (Dyson, 2019). The company have many strategic capabilities that help to
achieve the objective and success in the market. There are many strategic capabilities
analytical frameworks that used to evaluate the strategic capabilities of the company.
Value Chain analysis is one of the analytical frameworks which is used to identify and
analyse the strategic capability. This framework is a strategic tool which is used to analyse
the external and internal activities, resources and the strategies in which the company can
attain the competitive advantage. It also defines the capabilities of the company that helps to
gain the advantage over its competitors (Mudambi, and Puck, 2016). It contains the two
activities from which it can easily evaluate the capabilities of the organisation. The analysis
of Dyson in given in more details:
Primary Activities
Inbound Logistics
Dyson provides the services at the international level. As per the case study, it is observed
that the company distribute its hair dryers in China, Malaysia. Earlier, it manufactures the
dryers in UK (Shepherd, 2018). The value chain of UK helps to gain the competitive
advantage at the global level due to large network and strong distribution channel to
distribute the services in different areas to grab the number of people. The company distribute
it services to the various number of consumers through retail outlets and the online channels.
Operations

Dyson 2
It is observed that the company face the challenge of manufacturing the vacuum cleaners
while moving from UK to Malaysia (Shepherd, 2018). The company place its manufacturing
part of vacuum cleaners value chain in Malaysia. It uses the engineer designs to produce the
vacuum cleaners, and the other household products of the company. The company adopt the
process while manufacturing the process such as thinking, testing, breaking, and questioning.
The company follow this process from manufacturing to selling the household product in the
market.
Outbound Logistics
The company uses the high technology and innovative ideas to develop the unique products
to provide the consumers. Dyson face the challenge while implementing the technology in its
first vacuum cleaner. The first vacuum cleaners gain the success which is developed by the
use of cyclone technology. The innovative product of the company was marked as robust
which is well presented in bright colours.
Marketing and sales
The company use the marketing concept in order to promote the product in the market. Dyson
use its own personal image in order to promote the products in the market. The designs which
are used by the company are highly attractive due to which the consumer can easily grab the
market. It uses the bright colours in order to promote or attract the consumer towards it.
Service
The company provides the services of household products such as vacuum cleaners, hair
dryers and many others
Support Activities