Marketing Plan for Cordless Vacuum Cleaner - Dyson

Running head: MARKETING PLAN
Marketing plan for developing cordless vacuum cleaner that works for one hour on a single
charge
Name of the Student
Name of the University
Author Note

1MARKETING PLAN
Executive Summary
Marketing plan is necessary for a business so as to reach the products to the correct target group.
In this business report, the company Dyson has been considered. The company produces vacuum
cleaner and recent they have initiated for developing cordless vacuum cleaner so that they can
attract more customers regarding their brand. In this business report, Dyson's vision and mission
statements is been highlighted where the mission is to provide innovative products to the
customers by maintaining affordability of price and the vision is to give overview about product
features. The external environment analysis is highlighted through the analysis of PESTEL
analysis, Porter’s five forces analysis and SWOT analysis. The segmentation strategy is also
highlighted by demonstrating geographic, psychographic and behavioral aspects. In terms of
product innovation process it has been highlighted that the company can take initiative for
developing solar technology in their cordless vacuum cleaner in future. Lastly, the 4P of
Marketing Mix that comprised of price, products, place and promotion is illustrated. Financial
analysis including breakeven analysis is also presented in this report.

2MARKETING PLAN
Table of Contents
1.0 Introduction......................................................................................................................................4
2.0 Discussion........................................................................................................................................5
2.1 Dyson's vision and mission statements........................................................................................5
2.2 External environment analysis.....................................................................................................5
2.2.1 PESTEL analysis..................................................................................................................5
2.2.2 Porter’s five forces analysis..................................................................................................7
2.2.3 SWOT analysis.....................................................................................................................8
2.3 Environmental scan.....................................................................................................................9
2.3.1 Needs being met by product purchase and benefits to the consumers.................................9
2.3.2 People involved in the purchase process and details about influencers, buyers, and users..9
2.3.3 Distribution channel of the product....................................................................................10
2.3.4 Frequency of the products purchased.................................................................................10
2.4 Segmentation, targeting and positioning Strategy- 500 words..................................................11
2.4.1 Segmentation Strategy........................................................................................................11
2.4.2 Targeting Strategy..............................................................................................................12
2.4.3 Positioning Strategy............................................................................................................13
2.5 Product innovation process........................................................................................................13
2.6 4P of Marketing Mix.................................................................................................................14

3MARKETING PLAN
2.6.1 Price....................................................................................................................................15
2.6.2 Products..............................................................................................................................15
2.6.3 Place....................................................................................................................................15
2.6.4 Promotion...........................................................................................................................16
2.7 Financial analysis.......................................................................................................................17
2.7.1 Implementation and Control Process in Case Benchmark is not Met................................18
3.0 Reference List................................................................................................................................19

4MARKETING PLAN
1.0 Introduction
Before launching new product, business organizations have to make effective marketing
plan to introduce their brand in the mind of customers. Providing quality of product and services
is not the primary mission of an organization. Along with maintaining quality of products
organizations have to concentrate on grabbing customers’ attention by reaching the products to
the doorstep of target consumers. On the other hand, an effective marketing plan enables the
customers to get detailed overview about the products and services. Dyson is one of the most
prestigious British technology companies occupying a predominant place in providing
manufactures household appliances like vacuum cleaner, hand dryers, bladeless fans and so on.
With the dynamic progress of business industry the competitors’ market threat is increasing
gradually.
Dyson is facing immense market threat from its competitors like Hoover, Shark, and
Bissell due to the emergence of innovative product designs. They have already launched
cordless vacuum cleaner that would enable in operating the vacuumed cleaner without
additional effort. After receiving a huge market threat James Dyson, the CEO has decided to
launch cordless vacuum cleaner that works for one hour on a single charge. Before launching
the product in market, the business experts of Dyson would have to make proper marketing plan
for introducing the product in market for grabbing customers’ necessary response.
This very specific study has focused to make detailed overview on how Dyson would
make effective environmental analysis as well as industrial analysis for getting proper
overview about the current needs and demands of the customers. While introducing the
marketing plan the study has provided detailed overview on how the customers are going to get
necessary benefits from the new product features. An effective STP and value chain analysis

5MARKETING PLAN
would be conducted for segregating the target customers as per geographic, demographic and
psychographic segmentation. Marketing mix strategy would be developed for introducing 4
major Ps of brands.
2.0 Discussion
2.1 Dyson's vision and mission statements
The primary mission of Dyson is to provide innovative products to the customers by
maintaining affordability of price so that both low cost customers as well as average cost
customers can purchase Dyson services.
The decision of launching an innovative product like cordless vacuum cleaner with high
capacity of better system, Dyson’s primary vision is to give overview about product features
with the help of a proper marketing plan. As a result, the business experts would be able to
gather effective feedback from the customers based on which the James Dyson would be able to
make their product and service strategy for drawing customers’ attention.
2.2 External environment analysis
2.2.1 PESTEL analysis
Political UK is one of the most stable nations in terms of applying laws and
regulations, control of corruptions and government effectiveness (Wilks-
Heeg, 2012). Due to stable political set up Dyson would not have to face
challenges in running their business in UK market and cooperating with
government taxation policies.
Economic As per current business scenario, UK is facing economic slowdown due to the