Strategic Management and Leadership in Dyson Limited

Running head: STRATEGIC MANAGEMENT AND LEADERSHIP
STRATEGIC MANAGEMENT AND LEADERSHIP
Name of the Student
Name of the University
Author Note

1STRATEGIC MANAGEMENT AND LEADERSHIP
Introduction
Dyson Limited is a popular British technology company which was established by Sir
James Dyson in United Kingdom in the year 1991. The company is known for its popular
household appliances such as the appliances which are used in the household, hair dryers,
vacuum cleaners, bladeless fans, hand dryers as well as air purifiers. Dyson is known for owning
more than 12000 employees as in a report in the year 2014. In the present years Dyson owns
more than 22000 employees. In the year 2019 Dyson is likely to move its headquarter in
Singapore so that they can announce the manufacturing of their new electric vehicle which will
be running on battery. Dyson vacuum cleaners are made in Malmesbury. It is said that the
company is shifting its manufacturing center from Malaysia to Singapore so as to increase the
manufacturing of the products and to increase the production of the company (Dyson 2019).
In the year 1974 when James Dyson bought a hover juror vacuum cleaner which had got
clogged very easily and it had also lost its suction power. By inventing these types of vacuum
cleaners which was eco friendly and easy to use, Dyson created a name in the market and started
to excel his company worldwide.
Challenges which are faced by Dyson
Dyson had invented vacuum cleaners in the 70”s which used the big dust bags in order to
carry out the dust. There were no modifications to the models which were sold by the company.
The company used to sell the products at a very high price. The vacuum cleaners suction power
used to get decreased day by day. A Japanese company, which got its license from a very small
manufacturing company in USA, started building vacuum cleaners using the latest technologies

2STRATEGIC MANAGEMENT AND LEADERSHIP
which were available in Japan. The vacuum cleaners, which were manufactured in Japan, used a
special cyclone technology in order to soak out the dust from the carpets. The vacuum cleaners
were build bag less which helped the people to use it more easily and efficiently. However
Dyson’s products did not always proved to be successful. The CR 01 washing machine which
was invented by him in the year of 1985 which removed the use of the hands in washing the
clothes. The washing machine had two convex positioned rotating drums which was used in
washing the clothes seamlessly. But the product was not much available and was soon discarded
by the company as because the production cost of the company was very high.
Define the success of the company
Dyson Company, which is an old company, is known for its innovation and success
which is still pretty alive. The company is still growing in a very larger scale and bringing
innovations in its product. The company has brought in success by creating the first bag less
vacuum cleaners in the industry. The bag less vacuum cleaners was a big change in the market of
vacuum cleaners history. The company is presently working in various kind of new technology
portfolios. The company has also invested in the future technologies so as to come up with the
latest innovations in the market. Apart from manufacturing the household appliance the company
is also dedicated in building new and modern types of electric vehicles which would fully run in
lead acid battery technologies. To solve the latest problems, which does the company face; it has
invested in different colleges as well as universities.

3STRATEGIC MANAGEMENT AND LEADERSHIP
Balanced Scorecard Framework of Dyson
Fig 1. Represents the Balanced Scorecard of Dyson
(Source: Quesado, Aibar Guzmán, & Lim 2018 )
Financial Factor – To succeed financially Dyson should make use of the following techniques
to appear to the shareholders. The common gathering of the shareholders in a publicly traded
company is the board of directors, which mainly comprises of the highly ranked executives.
They hold a very large amount of equity in the company. Any one of the stakeholders has the