Dyson Marketing Audit: Analysis of Goals, SWOT & Marketing Mix

This report provides a comprehensive marketing audit of Dyson, examining its situational analysis, organizational goals, and competitive activities through the STP model. It includes a SWOT analysis, identifying internal strengths and weaknesses, as well as external opportunities and threats. The report outlines Dyson's marketing objectives, such as increasing sales, customer satisfaction, and brand awareness, and how these objectives align with organizational goals. Furthermore, it details the 4Ps of marketing—product, place, price, and promotion—and their role in achieving the set objectives. The conclusion emphasizes the benefits of implementing marketing activities, including responsibility allocation, strategic marketing plan development, and brand promotion, which contribute to the company's growth and market position.

Marketing audit on an
organisation

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
A situational analysis including organisational goals context and competitor activity .............3
A review of the internal strengths and weaknesses of the organisation......................................4
Marketing objectives that helps in achieving the organisational goals. ....................................5
4P's of Marketing that support the objectives set. ......................................................................6
Conclusion outlining the benefits to the organisation that will result from the implementation
of the marketing activity. ..........................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES.................................................................................................................................9

INTRODUCTION
Marketing is the process of advertising and promoting the products & services of the
company in the best possible way. It helps in grabbing the attention of the customer towards the
organisation. It creates awareness about the products & services in the business environment
marketing activities help companies in selling their item. Dyson Limited is generally known as
Dyson. This is founded by Janes Dyson in 1991. companies headquartered is situated in
Harbour front, Singapore. Companies manufactures household products such as vacuum, air
purifiers, fans, heaters, hair dryers and many more. This report discussed about that how
situational analysis include organisational goals. This report also include the SWOT analysis of
company(Drucker, 2020). Further the marketing objectives are been discussed and the 4P's of
marketing that helps organisation in achieving the goals. Apart from this the benefits of
organisation that will result from the execution of the marketing activities.
MAIN BODY
A situational analysis including organisational goals context and competitor activity
Marketing Audit – It is simply defines that it is the systematic analysis of the marketing
business environment. It covers all the topic like organisational objectives , strategies , principle
and many more.
Situational analysis - It is the analysis which organisation uses to recognise the opportunities
and challenges of the business environment , both internal and external. Dyson uses STP model
to do the situational analysis of the organisation. Following are the analysis -
STP Analysis - It is the strategic approach of the marketing. It helps in analysing the
organisational goal of the company and the competitors activity. Following are the strategy that
are involved in the STP analysis -

 Segmenting – This is the first stage of STP analysis. In this the company divide the
market into the different groups of customers on the basis of specific criteria. Dyson
divide the market on the basis of Geographic, demographic, behavioural and last but not
the least is psychographic segmentation. Dyson take the use of technology to do
segmentation in the market.
 Targeting - The second stage of this process is targeting. In this process the company
review the segments that they had created and identify that which of the segment will
likely to produce the desired conversions. Basically this is the stage where the company
decide the segment which is best suitable to pursue. To choose the criteria Dyson
consider some criteria such as size, reachability, difference, profitability and benefits.
 Positioning - This is the last stage of the this model. This is the stage where the
company use both the above mentioned step to decide that how they should position the
product in the market to target the customers(Weerawardena, 2018). Dyson develop a
marketing mix for the selected segments.
This help in achieving the organisational goal by developing a basis of understanding of the
business environment. With the help of this analysis company is able to identify the challenges
and opportunities in the organisation. This also assist company in recognising the activity of their
competitors(Bilińska-Reformat and et, al., 2018).
A review of the internal strengths and weaknesses of the organisation
SWOT Analysis - It is the strategic management planning and technique that is used by the
company to identify the strengths, weaknesses , opportunities and threats. Here are the SWOT
analysis of Dyson -
STRENGTHS
 They have a extensive distribution
WEAKNESSES
 This is the biggest weakness of the

centres across the world which help
them in storing chilled foods and
multiple products.
 Company maintains the touch with the
customers through various sites and it
helps company in enhancing the
goodwill.
company that they have the limited
global presence in the market in
comparison of their competitors.
 They are not good in handling the
challenges present by the new entrants
in the market .
OPPORTUNITIES
 Changes in the consumer behaviour
open up the new market segment for
the company which increases the
revenue stream.
 Acquisition of smaller companies can
help Dyson in enhancing the growth of
the business.
THREATS
 Instant changes in the government
policies , rules and regulation is the
biggest threat of the company.
 Competition from the rivals can also
squeeze the Dyson market share and
profitability. This is one of the biggest
thereat for the company.
By identifying the internal strengths and weaknesses of the organisation, company can improve
their strategies and can plan accordingly(Sardanelli, 2020). By reviewing the internal and
external activities the company can enhance the productivity of the business.
Marketing objectives that helps in achieving the organisational goals.
Marketing Objectives – It can be simply defined, the outcomes that a company wants to
generate from the marketing activities. Dyson uses various marketing strategy to achieve the
marketing objective of the company(Erb and Hautbois, 2018). Marketing objectives guides
organisation in overall direction. Here are the some marketing objectives of the company -

 Increase Sales – The top most objective of the organisation is to maximize the sales of
the company. Company increases the sales by increasing the revenue or by maximizing
the profit. Dyson provides various discounts , vouchers, on their hair products like dryer
and all , this helps company in grabbing the attention of the customer and this will also
help the organisation in increasing the sales.
 Customer Satisfaction – The most basic and important objective of marketing is
customer satisfaction(George, 2021). This plays a major role in achieving the
organisational goals. By providing best quality products to the customers company like
Dyson fulfil their needs. Improving the customer satisfaction is the ultimate goal of the
company.
 Brand Awareness - To achieve the marketing objectives of the company this plays a
crucial role. Company increases awareness about their product by various marketing
activities. With the help of social media, company create awareness about the product.
This is one of the important tool for the Dyson to spread awareness.
The above mentioned marketing objectives supports company in achieving the organisational
goals. Dyson focuses on the marketing objectives because it helps in improving the performance
of the company.
4P's of Marketing that support the objectives set.
Marketing Mix - It is the set of actions, tactics that a company uses to promote or to advertise
the product or services of the company in the business market. Company follows 4P's of
marketing which are discussed below -
 Product – This is the important aspect of the company. This is a item that satisfy the
customer needs and wants. Dyson focuses on the product packaging which made it stand
in the market. They made there brand very simple and unique as they keep try to
improve on their product like hair dryer by considering the consumer needs in their
mind.

 Place - Distribution or placement plays a important role in the marketing mix strategy.
The product location should be correct from where the consumer can purchase the
product easily and it also important to optimize the sales(Maheshwari, Dobson and
Lawrence, 2019). Dyson has made a various distribution channel and they had a
product named as hair dryer in more than 65 countries.
 Price - The product of the company should be sold at right and accurate price so that the
consumer can afford it. The price of the product should be neither too low or nor too
high. Dyson keeps their price affordable which attracts the customers and also increase
their sales.
 Promotion - Company uses this marketing mix to promote their product in the market.
There are various method which company uses such as advertising, sales promotion,
personal selling and public relations and so on(Kreutzer, 2019). Dyson promotes their
product to inform the public about the product by various channels.
Marketing mix helps company in determining and achieving the organisational goals. Marketing
mix aids companies in the process of planning and execution. Company makes proper plan to
implement this procedure in the organisation. Dyson makes proper timetable to achieve the
objectives set.
Conclusion outlining the benefits to the organisation that will result from the implementation of
the marketing activity.
Marketing mix influence organisation in such way that it create a impact on the
organisational growth. Following are the benefits of the organisation that helps businesses in
implementing the marketing activities -

 Allocation of Responsibilities - Marketing process helps organisation in allocating the
responsibilities with in the organisation. Team work in the organisation is necessary to
achieve the common goal. Dyson manager can allocate the responsibilities to the
individuals or the group of individual(Ogunyemi, 2022). With the help of perfect
marketing mix the company can easily delegate the responsibilities.
 Marketing plan – This is one of the most important advantage that company deals with.
Marketing mix help company in planning the plan accordingly. Company can conduct
research that are needed for the implementation of the plan with the maximum customer
satisfaction. Dyson makes the plan of the business with the via of marketing mix.
 Promoting the brand - Marketing mix permits company to promote their products and
services(Sahagun, 2019). Dyson provides various offers, discounts to the customers and
they also provide free sample of the products to the customers. This help companies to
reach the targets or objectives in an most effective and efficient way.
CONCLUSION
From the above report it can be concluded that the marketing aids company in promoting
their product by various methods. This report reflects that how situational analysis assist
company in achieving the organisational goals and it also helps in identifying the the
competitors activity and their status in the business environment. SWOT analysis helps
company in recognising the strengths and weaknesses of the organisation and how the company
can make strategies in the future. Marketing activities helps company in achieving the marketing
objectives such as increasing the sales and many more. This report also determine that how the
4P's of marketing support the objectives of company. And in last, this report include the
benefits of organisation that are involved in the implementation of marketing activities.

REFERENCES
Books and Journals
Drucker, P., 2020. Marketing. Madrid, España: Publicado en Foromarketimg. com. Recuperado
de https://www. foromarketing. com/diccionario/marketing.
Weerawardena, J., 2018. Non-profit marketing strategy. In Transformational leadership and not
for profits and social enterprises (pp. 142-163). Routledge.
Sardanelli, D., 2020. Approach to Dual Marketing: Re-organisation of Structures and
Development of Competencies. In Beyond Multi-channel Marketing (pp. 191-205).
Emerald Publishing Limited.
George, R., 2021. Tourism and Hospitality Marketing Planning. In Marketing Tourism and
Hospitality (pp. 149-182). Palgrave Macmillan, Cham.
Maheshwari, V., Dobson, P. and Lawrence, A., 2019. Digital and social media
marketing. Contemporary Issues in Marketing: Principles and Practice, pp.221-54.
Ogunyemi, K., 2022. Learning as We Go: Responsibility, Sustainability and the Marketing
Function. In Products for Conscious Consumers (pp. 223-233). Emerald Publishing
Limited.
Sahagun, N., 2019. Diversity is good business: Transforming business and marketing practices
for growth. Journal of Brand Strategy, 8(2), pp.107-118.
Kreutzer, R.T., 2019. Tools for the Strategic Analysis. In Toolbox for Marketing and
Management (pp. 89-142). Springer, Cham.
Erb, G. and Hautbois, C., 2018. Sport marketing management and communication. In Managing
Sport Business (pp. 269-318). Routledge.
Bilińska-Reformat and et, al., 2018. Sustainable development concept and creation of innovative
business models by retail chains. International Journal of Retail & Distribution
Management.