BTEC HND Business Innovation and Commercialisation: Dyson Report

This report analyzes Dyson's innovation strategy, focusing on new product development and commercialisation. It explores the importance of innovation for Dyson, covering topics such as invention vs. innovation, competitive advantage, and organizational vision. The report examines the different sources of innovation, including unexpected events, incongruities, and changes in market structure. It critically analyses how innovation is developed and embedded within Dyson, highlighting the use of incremental and radical innovation. Different types of innovation are discussed, including incremental, disruptive, architectural, and radical innovation. Dyson's organizational vision, leadership, culture, and teamwork are also examined in relation to innovation and commercialisation. The report uses Dyson as a case study to discuss innovation management and the importance of new products in the market.

ICON College of Technology and Management
Faculty of Business and Management Studies
BTEC HND in Business
Innovation and Commercialisation
Tutor: Dr. Svitlana Shevelova
Submitted by:
Full Name: Rayheana Pervean Chowdhury
ID No: 17828
Session: September 2020
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Contents
Introduction:..................................................................................................................................3
LO2.................................................................................................................................................12
LO3.................................................................................................................................................17
LO4.................................................................................................................................................23
Conclusion...................................................................................................................................31
References...................................................................................................................................32
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Introduction:
The report aims to determine the importance and demand of innovative products
and their introduction to the market. In order to measure the number of new
products, we will discuss the following topics. It also mainly discusses all
inventions, innovations and functions related to sales.
The report applies to Dyson Co., Ltd. create. in England. As an innovation
manager, you want to make sure that new product development is the direction
the company is heading. This is mentioned in LO3.
Figure 1
Dyson is a technology grounded inventive company in UK. They produce and
developed mainly household efficacies, such as vacuum cleaners, hair dryers,
bladeless fan and heaters. The company was founded by James Dyson in 1978 and
has thousands of customers worldwide.
Dyson Ltd. This is a good example of a new, modern, and innovative company that
has benefited from government improvements and provides unique and useful
products
LO1.
3

There are many ideas about innovation, and it is impossible to give a
specific definition of innovation, but some of them are the most common
and acceptable:
"Innovation is regarded as a way to change an organization, a response to
changes in the external environment, or a positive movement to promote the
environment and the situation" (Damanpour, 1991).
Innovation is the implementation of the latest ideas and ideas to bring new
business results to companies that aim to improve internal business strategies
and systems and create market-oriented products and services. "Plessis 2007, p.
21)
Innovation: This is the act of "rebirth" or "change" that has been invented into
something new. It can be an idea or thought, product, service, know-how or
process. Innovation can be described as the range from incremental innovation to
radical innovation. Incremental innovation is usually the improvement of known
technology, while radical innovation is the emergence of new things that break
people's popularity.The convention is that innovation must be in order to be
introduced and/or sold to someone (ie customers, society and company) at
current prices (Thomassen, Løje & Basaiawmoit, 2020).
Difference between invention and innovation:
The variance among innovation and invention stated below
Basic of
compression
Invention Innovation
Denotation Invention is the
discovery of new
tools, concepts,
and developments.
Only a new
discovery can be
considered as
invention.
Innovation is the
process by which
an invented
product or service
or technology is
developed.
4

Idea An earlytips and
normally it works
theoretically.
Change the theoretical
idea and proposal in
the shape of physical
and brings its reality,
Location Normally invention
carried out some
specific places such
as Universities and
Laboratories.
Mostly innovation
occur in firms or in
industries in a
commercial
atmosphere.
Patronage Most of the invention
and its process
including all the
expenses bear by the
government.
Most of the innovation
and its process
including all the
expanses bear by the
private organisation.
Goals and objectives The main intention for
invention is the avail of
human being as well
as the nature and the
all creation.
Besides the avail of
human being there are
another main intention
to gain profit.
The importance and benefit of innovation and new products to Dyson:
Dyson is one of the most famous innovative companies in the UK. Dyson's core
mission is to develop and invent new products to become a market leader and
maintain their leading position through innovative products. This is why Dyson
has been looking forward to new products.
Before the explanation, here’s a brief look about the importance of invention,
innovation and new product that will help to understand the importance of new
product for Dyson.
Scientifically speaking, invention is the mother of innovation and a basic product.
Without invention, science cannot help us. It is always associated with new
processes, research, ideas or tools (the meaning of invention and innovation,
2020 ).
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The important thing is that the invention is only related to the attributes of the
product, its nature, its model, etc. However, innovation involves the development
of an invention and sometimes changes the rules of the game in the business (
"Innovation Beats Invention", 2020).
Competitive advantage:
For the company, innovation provides an opportunity to control market share so
that it can stay ahead of the competition. Customer satisfaction is one of the core
strategies of market advantage. (Kylliäinen, 2020).
Increase productivity:
Modern technology helps to improve product quality and reduce production costs,
thereby helping to increase productivity (Kylliäinen, 2020).
Positive impact on company culture:
Can aid in constructing a lifestyle of incessant knowledge, increase their private
progress. such form of modern environments can encourage humans to enhance
the manner of their group work continuously. (Kylliäinen, 2020).
Differentiate themselves:
Innovation of new product can differentiate any organisation from the others
For example, when a company launches a new product with the same
performance as other products, it can attract customers (The Importance
of Business Innovation, 2020).
It can be found during the history of Dyson that Dyson (entered in the market with
its bagless vacuum cleaner) establish itself as an innovative company by its
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bagless vacuum cleaner, vacuum cleaner is a well-known product in the market
but bagless vacuum cleaner is new more effective and able to fulfil the needs and
wants of customer more than others as a result Dyson becomes a markets
leading company. It may be mentioned that Dyson’s super sonic hair dryer also
become a hot cake and share 25% market of this sector. And according to
Bloomberg dated 16th December 2020 its revenue rise 23% more than previous
year and become £5.4 billion. (Pfeiffer and Stupples, 2020).
57% of the sales of Dyson products are 2.5 billion U.S. dollars, and the net
income is approximately 350 million U.S. dollars. Dyson spends 47% of its
sales on research and development. The company aims to become a
market leader. 71% of its sales come from all types of bagless vacuum
cleaners. As a result, Dyson needs new products (Sorvino, 2020). That’s
why the importance of new innovated product to Dyson become the top
priority.
A brief explanation about organisational vision, leadership, culture and teamwork
related to innovation and commercialisation:
Organisational vision:
This is a statement describing the organization's future plans. Dyson's
vision is to maintain a leading position in the market through a variety of
innovative products. (Innovative R&D-Case Study, 2020)
Leadership:
Leadership and business: successful business goals and complementary
roles, as well as the standards and even supplier behavior described
below are all ways to conduct business (H Holden Throp and Goldstein,
2016).
The leadership of James Dyson is satisfied with the company's modern
and innovative design. Dyson himself claims to be a "very bad" manager,
and he is interested in working with a group of people to achieve their
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goals and lead them to success. However, incentivize employees to try
more challenging things in the workplace instead of choosing safer
options. This shows Dyson's business goal, which is to become "the
world's first market for the industry's most innovative technology."Dyson is
the leader of the Democratic Party. All of their employees are completely
professional; this means you can agree with their opinions, which is very
motivating because you will receive regular stories about your employees’
work.
Culture:
Dyson’s brilliant achievements can be traced back to the tradition directly
derived from the personality of the founder: solving problems through
creativity and innovation, concentration of learning, lack of self-satisfaction
with product functions and quality, and irreconcilable evolution and
revolutionary spirit (Dyson case study 2020)
Teamwork:
Dyson uses another alternative method for team building. Dyson
engineers can create groups every year, and then only give them 24 hours
to create something. This year’s rapid development challenge requires the
development of a smart device that can be divided into three categories:
connected homes, gamification of Dyson products, and easy-to-use
accessibility. The winning team received an expensive bonus. ( Verizon
Media, 2020).
Analyse the different sources of innovation:
Peter F Drucker the famous the famous inventor of modern management
who identified the following:
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Figure 2
The unexpected
There are many unexpected failures and successes in the business world,
and they can be an important source of inspiration for innovation. When
they inspire leaders to think differently and seize opportunities, they may
have an impact on the business world(Drucker, 1998).
Incongruities
Just like accidents, whether it is success or failure, incompatibility is an
indication of changes that have occurred or possible
improvements(Drucker, 1998)
9

Process Need
After carefully reviewing the company's processes and identifying weaknesses
and improvement possibilities, the possibility of innovation will emerge. These
teams will be able to develop more effective and innovative solutions (Drucker,
1998)
Industry and Market Structure Change:
The industry and market structure may remain stable for many years, but as
technology advances, many industries will collapse overnight. Executives need to
track these changes and see them as opportunities rather than threats (Drucker,
1998)).
Demographics
Almost all companies face this problem directly or indirectly. These changes will
affect the market because they determine the demand for the product, the buyer
(culture, age, gender) and how many products are purchased(Drucker, 1998)
Changes in Perception
Due to the influence of technology and social media, perception will change over
time. These changes happen quickly, such as changes related to certain
products, brands, or industries overnight. The adjustment of beliefs has opened
the way for corporate innovation(Drucker, 1998).
New Knowledge
Companies that refuse to develop to be modified by new discoveries are doomed
to fail. However, it is possible to embed new knowledge in every element of the
company(Drucker, 1998)
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All these resources are of great help in ensuring that business organizations
prevent unforeseen disasters and treat falls as lessons that can be learned from
them.
Critically analyse how innovation is developed and embedded:
The products developed by Dyson are very advanced and elegant. Although the
price is too high, they can still occupy an advantage in the market. Dyson does
not compromise on the quality of its products. Dyson’s R&D team is experienced
and professional, so they can reflect your ideas at all stages of development. In
order to install high-quality vacuum cleaners, they used and tested 5127
prototypes and Finally succeeded. Its new technology has applied for a patent.
(Innovation: The Dyson way, 2020)
Dyson uses incremental innovation (also known as market participation
innovation) to improve products, making them more efficient, more acceptable,
and cheaper. It also includes major innovations, also known as technology-driven
innovations, and pays more attention to new technologies. Innovative business
methods and processes so that they can produce proven high-quality and
disruptive products ("Dyson way Innovation", 2020)
Integrated product development includes three important steps: selecting a
hardware platform, selecting a functional system, and extending application
software. These steps can have a significant impact on cost, productivity, product
quality, product consistency and time to market. (Integrated product
development: please follow the following three steps: DRY in progress, 2020).
Dyson also followed all these steps. In addition, Dyson appoints 46 ITDA R&D
teams every year. (Solvino, 2020)
Dyson believes in the importance of customer satisfaction, which is why they try
to maximize customer satisfaction and enhance the brand. As a result, 92% of
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Dyson users recommended Dyson (Dyson Story, 2020) to their family and
friends.
LO2
Different types of innovation
There are 4 types of innovations, which are incremental, disruptive, architectural,
and radical.
Incremental
A series of small improvements to the company’s existing products or services.
These cost-effective improvements differentiate the company from the
competition by building on existing products (Kylliäinen, 2020).
Radical
A new product or service designed to replace an existing product or service.
Radical innovation is dramatically changing the prospects of consumers. The
associated costs and risks need to be cautious (Kylliäinen, 2020).
Disruptive
A technology whose practicality affects the way the market or industry activates.
Take the Internet as an example. It has changed the way companies commercial
operation and has a negative impact on companies that are unwilling to adapt
(disruptive innovation: 2020).
Architectural
It is a redesign of existing product technology, with updates and improvements,
some of which are more combinations than innovative ones (Kylliäinen, 2020).
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4Ps of innovation in brief:
Figure 4
Product Innovation:
These are changes in goods and services. Extensive research shows the effect of
maintaining market share and increasing productivity. In new technologies,
companies interact with changes due to increased competition. (Şener and
Sarıdoğan, 2011).
Process Innovation:
Changes in the way goods and services are manufactured are a powerful source of
competitive advantage. (Tidd et al., 2015).
Position innovation:
Changes in the presentation of products/services. It focuses on how customers
perceive and understand the goods and services provided (Tidd et al., 2015).
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 Paradigm Innovation
The original model is changed to show the work of the organization and requires
major changes in the market (Rowley et al., 2011).
 Innovation funnel :
Innovation funnel is a common and popular management process and approach
which used by the maximum companies during developing a new product to
understand and identify which ideas are realistic and which aren’t. Also help to
finalise the strategic and action plan. It is also known as funnel management
process. The concept is very simple and effective. A brief explanation stated below:
Figure 4
In the above diagram it is found that there are six stages which are guided by
three significant main stages in developing a funnel
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 The first step focuses inform and Engages on the wide mouth of the funnel:
At this level, the organization will expand its knowledge and database. The goal of
this level is to collect as many ideas as possible. At this point, previous data
collection methods may be important. It is very important to have all the
information you need. (Innovation Funnel, 2020)
 The second step focuses accept and stretch on the middle of the funnel:
The next step is to figure out how to take advantage of this opportunity. A large
amount of customer thought and knowledge, as well as marketing research of the
target audience, crowdsourcing; many companies will also apply for research and
development funding (Innovation Funnel, 2020).
 The third stage focuses selection which is the narrow segment of a funnel
At this stage, the selected ideas are collected in the form of prototypes ready for
testing. Many such operations may be completed due to careful consideration of
various updates and developments. Then there will be new products or services
available (Innovation Funnel, 2020).
 (Innovation Funnel, 2020)
Dyson also follows this innovation funnel. In the first stage, Dyson's management
and marketing team always collects ideas, suggestions, concepts and customer
needs. It collects information from various other sources, such as trade magazines,
the Internet, in-store advertising and competitive literature, and customer reviews.
Research and development department of Dyson engage themselves in the second
phase. An intellectual team composed of engineers will combine all ideas and
information, organize the necessary tools after evaluation, and send them to the
management.
 This is their third step in prototyping and conducting all other experiments to
meet all commercialization requirements.as per direction of the management.
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Frugal innovation:
Figure 6
Frugal innovation known as a process, lean innovation will open up new business
models, reconfigure the value chain and modify products to provide users with
extremely high availability constraints in a scalable and sustainable manner. It is
about overcoming or exploiting institutional gaps and resource constraints to
create a more inclusive market (Bhatti, 2011).
This is the practice in emerging markets. It deliberately drops and then rises to
other levels to help all users, which is not the case with standard innovation.
(Bhatti, 2011).
Therefore, Dyson opposes lean innovation:
Any service or products based on the principles of lean innovation must be 50-
70% lower than the current value, at least 70-80% functional, and must not carry
out any collaboration. (Lean Innovation for Sustainable Development and
Development | Open Ecosystem Network, 2020)
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How innovation is developed, embedded and measure.
Dyson's main goal is to develop new products and lead the market. Therefore,
Dyson strictly maintains the quality and performance of its products.
Dyson attaches great importance to the quality of its products, and each product is
tested in its own laboratory. For example, the famous supersonic hair dryer in
2016. It has a price. More than £50 million is used for research and beauty
laboratories. In addition, more than 1,100 miles of human hair were used here to
test 600 prototypes.(Dyson way 2020)
Today, Dyson has approximately 4,000 engineers and scientists. They spend
nearly 12 million U.S. dollars on research and development every week, and this
number is growing every year. His goal is to hire another 3,000 engineers globally
by 2020, with an investment of 2.5 billion pounds (US$4.25 billion). Expansion
plan. (Beyond nothingness: Dyson relies on the power of brand, research and
development to become a technology center | "Financial Post", 2020)
LO3
The process required to commercialise innovation:
Marketing is the process of putting a new product or service on the market,
involving production, distribution, marketing, sales and customer service to
achieve the commercial success of the new product or service.
Importance of commercial funnel
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Figure 7
(Network, 2020)
5 main reasons why the business funnel is important to the company:
It can help you choose a marketing strategy. The sales funnel is important
because it is important to understand the marketing tools or business models
required for success (Red, 2020).
It can help you.Know how to interact with customers. Product descriptions,
content creation, and customer communication all affect how you move them
further into the channel. (2020, red)
Help increase sales. The principle of the sales channel is to learn to grow
systematically in order to achieve the desired business results.(Red, 2020)
Sales channels give you an advantage over other emerging entrepreneurs. Using
it with sales channels can give you a competitive advantage, and you can
compete with other companies (Red, 2020).
its helps to increase the growth of the business and find the way to improve.
(Network, 2020)
New product development:
Concept/Conception: This is the concept and conception stage. At this stage,
the product's function and performance requirements may vary according to the
buyer's opinion. (Born, 2020)
Feasibility and design plan: In the feasibility study stage, the management can
evaluate the potential success of the project by analyzing and improving the
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business case from different angles. The project team reviews the product design
concept.Then choose the design that best suits your custom requirements.
(Byrne, 2020).
Design and development: A formal technical specification was drawn up. A
verification and validation plan has been developed. These are the final quality
checks, through analysis to determine that all agreed final results are in place and
work at the end of the product (Byrne, 2020).
Testing and verification: Perform final product testing to evaluate the reliability
of the design and all its requirements. The review is compared with the design
requirements specified in Phase 2. (Byrne, 2020)
Verification and related production verification are in contrast to the customer
needs identified during the idea generation stage. (Born, 2020)
Deliver production/release plans and other related documents to production for
production, or release software products to customers. Developed and activated
the market entry plan and market entry plan (Byrne, 2020).)
Improve the registration of new products on behalf of Continuous product
management provides space for product updates and improvements (Byrne,
2020)
Implementing these gateways helps organizations complete plans on time, keep
budgets within budget limits, and keep production proportionate when necessary.
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Figure 8
(New Product Development Process as a Supersonic Marketing Strategy, 2020)
Dyson follow these above steps for their new product development and
commercialisation.
Proposed new product:
Dyson mainly produces household appliances such as vacuum cleaners, air
purifiers, hand driers, bladeless fans, heaters and hair dryers.
Now it has been suggested to create a new product for domestic use such as Air
fryer (to frying food without oil). It will include 3 main benefits:
It will maintain the quality of food and their food value.
It will easier to use and its automatic option can be detected any foods or
vegetable’s quality. Auto stop and with information beep.
There will be both version domestic or commercial use.
Innovation business case:
Reasons for the project
Now a days due to the development of modern technology human beings now
excessively depends upon the technology. For an example a person who
everyday use his car as a means of transport for attend his office now a days he
uses navigator towards either office or home. Junk food is one of the main
problem for our health but everybody unwillingly chronologically depends upon
first food. Lion parts of junk food contains of fry food such as burger, chicken,
potato chips etc and to fry with oil it becomes unhealthy. To avoid any kinds of
unexpected disease peoples become careful about their health and their
tendency towards “Air Food Fryer (fry food without oil)”. Due to Dysons Brand
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Value, quality of products, Markets reputation and customer satisfaction in future it
will become a market leading products like other products of Dyson. It may be
mentioned here that majority of products by Dyson are vacuum cleaners and
according to new NPD "cordless vacuum cleaner sales grew by over 57 per cent
in the last two years, and Dyson's machines accounted for 45 per cent of that
growth." (Groups et al., 2020)
Therefore, It is the best time to enter the market with new product mentioned
above which will reduce the risks.
Benefits and risks of this project
This project has a huge advantage because there is no super quality Air Fryer in
the market, and the Dyson brand is now unparalleled. Customer satisfaction is
high. So it is the best time to lunch this product in the market. To understand the
market position of Dyson a briefly SWOT analysis of Dyson stated bellow: ·
Advantages
Innovative products-Dyson develops and manufactures various household
products. equipment.
High quality-All Dyson products are designed and manufactured with great care
and are of high quality.
James Dyson Foundation-The James Dyson Foundation aims to encourage
young people to design and become engineers in order to increase the adoption
rate of Dyson.
Research and development: The high-tech technology and equipment used in
Dyson's research and development helped them innovate high-quality products
Huge workforce: Dyson has approximately 12,000 employees.They are all
experienced and smart people who have achieved their goals very effectively.
Weaknesses
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High price: Dyson's products are sold at high prices, which not all customers can
afford.
Litigation and disputes: Dyson filed a lawsuit against Amway, Qualtex, Vax,
Samsung and Excel Dryer, which had a negative impact on its reputation.
Criticism regarding Foreign students: It also greatly affected their reputation
students.
Opportunities
Global expansion: As Dyson expands production and sales globally, it brings
many opportunities
Improved product features: adding new features to the product will increase the
chances of meeting customer needs.
Online business: Dyson provides the possibility to purchase products online.
The United Kingdom has strict requirements on home decoration-home decoration
is very important in the United Kingdom, so that Dyson has a greater space for
development and business expansion.
Threats
Volatility in the UK market-market volatility always exists, which is Dyson's main
threat.
Cheap products: There are products that are cheaper than Dyson, so buyers
choose the cheapest option, which is a big disadvantage.
Strong Competitors: Brand strength of the competitors are the main threat
Delay in product release: Delay is a threat because it can give competitors the
opportunity to manufacture similar products.
(Bhasin, 2020)
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Access to funding
internal sources: The fund for this project will be arrange/ allocated from the
additional £2.75 bn allocated for product and technological development project
other than the regular Research and Development allocation. It may be mentioned
here that every year
Dyson will invest an additional £2.75 billion in technology and product
development in the next five years. This new project is funded by the funds
(Dyson pledged to make new investments in artificial intelligence, robotics and
batteries in 2020).
LO4
Methods for protecting knowledge and intellectual properties:
Intellectual property rights include all original creative concepts, designs,
inventions, discoveries and works created by individuals or groups. When
information and data are more accessible and easier to find, all businesses need
to protect everything. Therefore, intellectual property protection is very important
for all organizations.
In the UK, anyone can protect intellectual property rights and work by following the
necessary procedures and applying for registration. The following rights can be
granted to register:
 This prevents people from stealing or copying: ·
 products or trademarks inventions ·
 product designs or appearances ·
 written, manufactured or manufactured articles
 copyright, patents, Designs and trademarks are all types of intellectual
property protection. Certain types of protection (i.e. copyright) can be
automatically obtained, while other types of registration (Gov.uk.2020.
Intellectual Property) must be requested.
23

Types of intellectual properties
Things you create or invent, such as stories, inventions, artwork or symbols,
or
 create and meet certain requirements
 Obtain intellectual property rights from the author or previous owner.
 Intellectual property can:
 Have multiple owners
 Belong to one person or company
 Sell or transfer
These rights so that the person or company that owns them can make money.
Registered trademark provides the following options:
 Measures taken against anyone who uses the trademark without
permission (including counterfeiters).
 Use the ® symbol next to the mark.
 Selland trademark license.
If no one minds, the registration process will take about 4 months and it will take
10 years. Patent registration is more complicated and requires a lot of documents.
The UK patent application is filed through the Intellectual Property Office.
The Intellectual Property Office also conducts design. (Intellectual Property:
Copyright-DetailsInformation-GOV.UK, 2020) Here are some tools used to protect
knowledge:
Create confidentiality, non-disclosure or licensing contracts for employees and
partners
Confidentiality agreements, which should be organized through lawyers, sure
employees, and employees to conform together along with your call for to
maintain what they understand private, which prevents them from leaking any
information. There are diverse names for this agreement: (the way to defend
highbrow property, 2020)
24

Proprietary Information Agreement (PIA) (the way to defend highbrow property,
2020)
Secrecy Agreement (SA) (the way to defend highbrow property, 2020)
Confidential disclosure agreement (CDA) (the way to defend highbrow property,
2020)
A non-disclosure agreement (NDA) (the way to defend highbrow property, 2020)
Lawyers, affiliates and employees must develop confidentiality agreements to
meet their requirements to keep the information they know confidential and
prevent information loss.
The agreement has multiple titles: (Intellectual Property Protection, 2020) Privacy
Policy (PIA) (Intellectual Property Protection, 2020)Confidentiality Agreement (SA)
(Intellectual Property Protection, 2020) Confidentiality Agreement (CDA)
(Intellectual Property Protection, 2020) Confidentiality Agreement (NDA)
(Intellectual Property Protection, 2020)
2. Implement security measures
The company's IP address is usually connected to the network or stored on a
system that may be prone to piracy or file damage. Therefore, important security
measures must be implemented in the company's IT infrastructure. For example:
(Intellectual Property Protection, 2020)
 Data encryption, especially because files are shared internallyCompany IT
system (IP protection, 2020)
 Use virtual private network (VPN)
 Set password protection for all computer networks
25

3. Avoid joint ownership
Profits and profits must be shared with IP, which may cause difficulties for the
company. To avoid this situation, people in the industry may need to meet with
their lawyers to make formal arrangements. Intellectual Property Protection, 2020)
Advantages and disadvantages
Different tools Advantage disadvantage
Register copyrights They include a longer
legal life.
They are easy to enrol
and have a
reasonable price.
Copyrights secure the
statement of an idea,
not merely the concept.
Register patents Patents offer
predominant rights
when deliberate.
infringement occurs
They ensure a plan of
something used.
They are costly to get,
a lot of money would
be needed.
They accommodate for
a short financial life
compared to other
intellectual property
types.
Register trademarks Registration of a
trademark is
moderately
economical and
straightforward.
There are no
restrictions for the life
of trademarks.
They are very
unpredictable.
They are in danger of
genericised.
Register business,
product or domain
it prevents other
business owners from
Costs for registering
26

names copying your business
name.
Can get
compensation from
imposters trying to
dupe the public using
the business name.
can get high.
The time used to
register may be a long
process.
Avoid joint ownership Enables opportunities
to gain expertise and
new capacity.
Risks will be shared
between the partners.
There might be
different management
styles and culture
which results in poor
communication
They don't provide
enough leadership and
support in the early
stages.
Critically evaluate the nature of innovation and how your organisation can
overcome challenges to develop successful innovations:
Dyson uses incremental innovation to improve products and make them more
efficient and acceptable. It also includes some fundamental innovations that focus
more on new technologies, business methods and innovative businesses so that
they can produce proven, high-quality products. (NPD).
Sl
no
criteria Brief description Source of
information
Remarks
1. 2 3 4 5 6
1. Types of Dyson is a ('Hundreds good
27

business
and inventor.
productive and
innovative
company. It
follows mainly
incremental and
radical
innovation.
of
Incremental
Changes',
2020) and
(Innovation
the Dyson
Way, 2020)
2. Financial
condition
Dyson's group of
companies made
profits of £1.1bn
on turnover of
£4.4bn in 2018.
Earnings rose by
at least 20% last
year, bumping up
the value of the
business to
£14.5bn.16 May
2020
(Times,2020) good
3. Quality of
product
Dyson never
compromise with
the quality of its
products, and
produce the
excellent quality
of products.
(Bhasin2020)
(Innovation
the Dyson
Way, 2020)
(analysis of
quality
control,
good
28

2020)
4 Research
and
development
and source
of funding
Dyson has its
own modern and
well-equipped
research and
development unit
with 4000
engineers. Last
year they expend
$12m every
week. And a £2.5
billion extension.
Plan
(Beyond the
vacuum:
Dyson banks
on brand
power,
R&D in
effort to
transform
into tech
powerhouse
| Financial
Post, 2020)
Good
6 Marketing
analysis of
Dyson
A marketing
analysis by UK
Essays is
considered here
almost
everything is
good except cost
of the product.
(Dyson
Marketing
Analysis,
2020)
Good High
price
7 SWOT
analysis of
Dyson
SWOT is also
considered here.
Almost
everything is
good except Mr.
John Dyson’s
comments about
foreign students.
(Bhasin,
2020)
good Personal
attitude
8 Market
share of
Dyson
50% market
share hold by
Dyson vacuum
(The Index
Project,
good
29

cleaner 2020)
9 Branding
and
customers
satisfaction
A good brand
value and a good
customer
reputation. So,
92% of
costumers are
recommending
Dyson to
everyone.
(Dyson story,
2020)
good
It can be concluded from the above table that Dyson has the most advanced R&D
department and laboratory, an efficient workforce and reasonable solvency.
Dyson has a good reputation in terms of brand and customers. However, Dyson's
strategy is very risky. Since these are unknown new solutions, they will need to
conduct more prototyping and more research to achieve their goals. very
expensive. In order to overcome possible problems, they need to reduce the time
spent on themPrototypes (such as 5,127 prototypes of bagless vacuum cleaners)
(Dyson Way's innovation, 2020), as well as methods to develop and reduce the
cost of its products sold, thereby expanding the customer base.
Conclusion
This is achieved through the innovation and marketing of Dyson Ltd., a technology
innovation company. Today, Dyson has become a legend. This is an inspiring
30

name. In preparing this report, the following areas of company activities were
discussed: main themes and allThe level of innovation and its meaning, as well as
various innovation processes, channel concepts, lean innovation, and the four
famous innovation positions described here. Discussed new product development
and commercial channels. The proposed new product innovations and their
benefits were also discussed. The report also highlights Dyson's strengths and
weaknesses, including some suggestions for the future.
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