Business Development Report: Dyson's Innovations and Strategic Changes

This report provides a comprehensive analysis of Dyson's innovations, creativity, and strategic changes. It examines Dyson's product development, including the evolution of their vacuum cleaners and the introduction of new products like hair dryers and curling irons. The report highlights Dyson's commitment to innovation, such as the development of bagless vacuum cleaners and voice-activated technology. It also discusses the company's strategic shifts, including a focus on branding and changes in product lines. The analysis covers how Dyson leverages R&D to gain a competitive advantage, increase sales, and enhance its brand image. The report references key innovations, such as the shift from kitchen appliances to beauty products and the use of eco-friendly packaging. The report underscores the importance of creativity in marketing and product design, showcasing Dyson's ability to meet consumer demands and explore new market opportunities. Students can find this and other reports on Desklib.

COURSEWORK BRIEF

Table of Contents
MAIN BODY...................................................................................................................................3
2. Creativities, Innovations and changes made in Dyson............................................................3
REFERENCES................................................................................................................................6

MAIN BODY
2. Creativities, Innovations and changes made in Dyson
Innovation
Dyson is the well-known and one of the renowned company which have been known for
the wide range of innovation and creativity in its product as well as services. Dyson came up
with numerous innovation which helped them to succeed and establish position in market. One
of the leading product of this company is vacuum cleaner which has been innovated about 37
times and it was reintroduced in a different each time when it came in market. After conducting
the market research, Dyson finds out that the customers wants a product which can easily throw
the dust of house and is easy to use and does not require much hared work. Seeing this, in the
year 2015 Dyson came out with an innovative vacuum cleaner which was compact in size and
had an automatic machine installed within it which senses the voice of person in front of it. Thus,
it works on the voice assistant. This helped the household of wide range where mostly women
were working and had no time to do the basic activities of home. This assisted them where they
can easily command the vacuum cleaner while doing their office work and the cleaner after
recognizing the voice began to clean the area and traps all the dust inside it. This was considered
as the most remarkable innovation by Dyson which eventually reduced human efforts and helped
them to focus on much important things.
The stream of innovation by Dyson not just stopped on this platform but there were
various other which helped company to gain competitive advantage and establish its position in
market (Christensen, Raynor and McDonald, 2015). One of the recent innovation which has been
bought up by the company is disposable vacuum cleaner bags and well as bagless vacuum
cleaners. Dyson has the clear selling point over their competitors and focussed their unique
preposition on the disposable bags. It came out with the advertising campaign that claims say
goodbye to plastic which proved to be hit among British consumers. In this bagless vacuums, the
dust collects into bag dust which is made of cloth. After reaching the saturation point, dust units

are taken off and then emptied into garbage bins. Then the entire operation is repeated. This was
a great innovation by Dyson which increased its sale from 32.1% to more than 64.5%.
Change
In the year 2016, Dyson decided to change its strategy and came up with the more
attractive vision statement in this appliance industry. This change mainly involves the
fundamental shift and restructuring of focus from manufacturing and production to branding.
This required the well-through change and development of entire organizational capabilities.
The widely known change management model which is Lewin model helped the company to
exploit the capabilities of their employees and thus bring out some creative product (Tidd and
Bessant, 2018). Dyson decided to shift its focus and change from kitchen appliances to some
other product line this in the year of 2016, Dyson released its first supersonic hair dryer which
leverages the stabilizing machines that were originally used for assembling the nuclear weapons
and for building efficient fans. This resulted in the establishment of slim as well as lightweight
device which was 300% more strong and powerful than the other hair dryers in market. In the
year 2018, company unveiled the latest and new beauty product that is curling iron which draws
on aerospace physics principles to heap up the hair without damaging it. This change in the
product line and product mixture helped Dyson to expand in wider geographies and thus capture
a great market share. Besides this also assisted the company to explore various opportunities and
examine challenges in different markets which in turn enabled them to serve the new customers.
The change in the strategy of company to leverage all the efforts on branding the new products
allowed company to derive value from the capabilities of employees and thus helped them to
penetrate beneath the demands and wants of consumers. While establishing its new products and
innovating them, the role of R & D has been profound where they were mainly involved in
bringing modifications in products that were totally different from competitors. The sales of
Dyson increased from 56.3% to more than 86.2% across the globe and this innovation
eventually accelerated their growth and development. The degree to which Dyson bought change
in its services ultimately made a great image of their company in the minds and eyes of
consumers.
Creativities

 The Dyson was making many creativities in their organization. These creativities were
made in the household products and services o0f their organization.
 The organization made creativities in the produ8cts such as fans, vacuum cleaner, hair
dryers and the hand dryers.
 These products were renovated by making changes in the technologies and production
process of the products(McElwee, and et.al., 2018).
 The creativity is not only made in the production process of the goods and services but
also in the marketing strategies and advertisements made by the organization for
increasing the sales of their product.
 The organization used many attractive graphics and big brand ambassadors for the
promotion of their goods and services i9n the market.
 The creativity was made in the shapes and sizes of the products of the organization. For
example, the organization changed the shape of their hair dryer from curved to round
which was more comfortable in handling and in carrying from one to another.
 The organization also made creativity in the blowing air passed from the hair dryer.
According to a survey, the customer of the Dyson were complaining about the air
released from the hair dryer which was harming their hairs and skin of their skulls.
 After receiving this feedback from the customer, the organization made creativity and
innovations in the production of the hair dryer and the air released from it was also not
harming the customers(Herman, and et.al., 2015).
 The baby products of the organization were having the organic and safe elements which
were not harming the sof6t skin of the babies.
 The Dyson made a creativity in product offering of the baby products. The packaging of
the products were done by using the eco friendly products and many attractive images
were made in the packets so that babies gets attracted towards those products of the
company.

REFERENCES
Books and Journals
O’Neill, S.C., 2016. Preparing preservice teachers for inclusive classrooms: Does completing
coursework on managing challenging behaviours increase their classroom management sense of
efficacy?. Australasian Journal of Special Education. 40(2). pp.117-140.
Irby, S. M. and Floyd, R.G., 2017. The exchangeability of brief intelligence tests for children
with intellectual giftedness: Illuminating error variance components’ influence on
IQs. Psychology in the Schools. 54(9). pp.1064-1078.
McElwee, and et.al., 2018. Preservice Special Education Teachers' Perceptions: The Influence of
University Coursework, Context, and Relationships, during the Clinical Teaching
Experience. Teacher Educators' Journal, 11, pp.91-104.
Herman, and et.al., 2015. Implementation and Effects of LDC and MDC in Kentucky Districts.
Policy Brief No. 13. National Center for Research on Evaluation, Standards, and Student Testing
(CRESST).

Christensen, C.M., Raynor, M.E. and McDonald, R., 2015. What is disruptive innovation.
Harvard business review.93(12). pp.44-53.
Tidd, J. and Bessant, J.R., 2018. Managing innovation: integrating technological, market and
organizational change. John Wiley & Sons.

REFERENCES

Books and Journals