BM461 - Dyson's Global Business Environment: PESTLE, SWOT Analysis

This report provides a comprehensive analysis of Dyson's global business environment, employing the PESTLE and SWOT frameworks to assess the organization's position. It identifies political, economic, social, technological, environmental, and legal factors affecting Dyson, along with its strengths, weaknesses, opportunities, and threats. The analysis highlights Dyson's advanced technology and skilled workforce as key strengths, while legal procedures and competition pose challenges. Opportunities include online marketing and niche market targeting. Furthermore, the report examines the operational impact of advanced technology and online marketing on functional areas like marketing and HR, emphasizing the importance of strategic hiring and digital marketing strategies for enhancing Dyson's competitive advantage. The report concludes that understanding both internal and external factors is crucial for navigating the global business environment effectively.

BM461 Global
Business Environment

Table of Contents
Introduction.................................................................................................................................................3
PESTLE Analysis........................................................................................................................................3
SWOT Analysis...........................................................................................................................................5
Operational Impact Analysis.......................................................................................................................7
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

Introduction
Business environment concept is considered as the most popular one which can helpful to
improve the effectiveness of the company domestically and internationally. Business
environment terms mainly associated with the total number of individuals, companies and forces
which are outside the control of the organization but that can affect the performance. Business
environment mainly incorporated with some specific elements like customers, stakeholders,
suppliers, competitors, government activities, technological development and many others. For
this report, Dyson organization is considered which well established technological based
company in United Kingdom is. This organization founded by the James Dyson in the year 1991
and it's headquarter situated in Malmesbury, United Kingdom. Dyson is international
organizations and offering their electronic items in various foreign countries. The prime purpose
of this report is to focus on the global business environment of Dyson and apply various model
like PESTLE analysis and SWOT analysis in order to find out most appropriate outcomes so that
company can mainly operational impact analysis.
Main Body
PESTLE Analysis
The following is a list of political, economic, social, technological, legal, and environmental
aspects, as well as their positive and negative effects on Dyson's business operations:
 Political Factor - Taxation policies, trade restrictions, political stability and instability,
and international trade policies are all examples of these influences. This aspect has the
potential to have a direct impact on Dyson's operations. Dyson is primarily concerned
with in all political considerations and maintaining political stability so that the
corporation may effectively operate in diverse geographic places. Dyson complies with
all local governmental laws and professors, which has a beneficial impact on the

organization's business. Oftentimes, the government's stable status might damage the
company's marketing and stories, resulting in a negative impact on the company's
financial performance (Anand and Mantovani, 2021).
 Economic Factors -Economic growth, economic forces, labor participation rate,
minimum pay rate, rate of interest, inflation, and profession were all evaluated in this
component. All of these economic aspects have an impact on Dyson's business
operations, thus it is vital for the company to consider them all. Appropriate pricing
strategies and changes in the rate of exchange are among the factors that have a positive
effect on economic operations. In terms of negative elements, when a firm encounters
other foreign nations with high growth rates, it can have an impact on the company's
marketing. Inflation rate binds every adversities in the firm's current activities (Ferraro
and Briody, 2017).
 Social Factors -Cross-cultural activities, income, education, age, gender, and customer
purchasing power are all taken into account. Dyson must pay close attention to this entire
issue in order to efficiently govern all of their activities. Dyson focuses on sophisticated
technologies and incorporates unique elements into their goods and services, all of which
have a favourable impact on businesses. Some demographic shifts and rapid shifts in
client preferences might have a detrimental influence on a business.
 Technological factor -Changes in technology, improved technologies, and high-quality
software are among these reasons. Dyson is a technologically focused corporation, thus it
is more concerned with its technology and adopts strong technological software that can
have a big effect on the company's business. Because some technical items have a high
cost, it has a detrimental impact on the sales revenue (Hooper, 2016).
 Environmental Factors -Climate change, pollution, overpopulation, and the rate of
sustainability are among these factors. Dyson is primarily concerned with these elements
in order to determine their sustainability efficacy. Dyson has adopted a green marketing
approach in order to increase the firm's environmental sustainability. Modifications in
ecological regions might have a negative impact on a company's activities
(Kaneshamoorthy, 2020).
 Legal Factors - All legal concerns, lawful acts, legal regulations and processes, and
legislation are included in the legal element. Dyson adheres to all legal issues and

maintains legal aspects of their business, that can have a good impact on its operations.
Dyson also deals with the legal regulations of other countries, and a few countries' legal
structures and processes might have a negative effect on the business.
SWOT Analysis
Companies must examine their strengths and weaknesses in order to get additional opportunities
and eliminate risks in order to increase profitability and future growth. Some companies, such as
Dyson, conduct SWOT analyses to assess their strengths and weaknesses so that they can
efficiently recognize the influence of organizational elements such as those listed below.
Strengths Weakness
 Dyson's strength is regarded to be
advanced level off technologies and
inventive items.
 The company's product is very
designer, and it is created by their
highly skilled staff, which is also
strength.
 Company provides increased products
and places a greater emphasis on
research and development so that it can
easily understand client preferences and
make changes to their products as a
result (Kasemsap, 2018).

 Dyson has creative and productive
 The Dyson Corporation has been
involved in lawsuits and scandals,
which are the company's weak
spots.
 Another flaw in the company is a
failed washing machine
functioning, which is a significant
disadvantage.
 Dyson's ability to produce high-
quality items in comparison to their
competition is also a flaw.


teams, as well as a strong workforce of
more than 20000 employees, which is
the company's core strength.
Opportunities Threats
 The Dyson corporation has the
potential for worldwide expansion,
allowing them to conduct their
enterprises and other foreign
countries more successfully and
profitably (Keivanpour, AitKadi
and Mascle, 2017).
 Online marketing is also seen as a
significant opportunity for Dyson,
with the potential to have a
favorable impact on the company.
Dyson can increase their marketing
in the local and specialty markets
by incorporating online platforms
into their daily activities.
 The company can successfully
improve their product
characteristics in order to increase
client satisfaction and income.
 Dyson can collaborate alongside
small businesses in the form of
partnerships and joint ventures that
can help them develop their
operations and increase their
 Changes in market conditions and price
volatility in the UK market have an
effect on the overall performance,
which can be a significant risk for
Dyson.
 The high level of competition in the
technology business has an impact on
marketing growth, posing a threat to the
company (PhadermrodAnd et.al.,
2019).
 The Dyson's marketing activities may
be harmed as a result of the product
launch delay, hence this situation is
regarded a full-fledged threat.

efficiency & competitive landscape
value.
SWOT analysis is considered as the most effective situational analysis which can useful
to improve the internal effectiveness of the organization. On the basis of this analysis, it is
determined that resource and development department and high skilled workforce are the mean
strength of the Dyson. With the help of their workforce, Dyson producing innovative and
technological product which are mainly attract the customers all around the globe. Some specific
weaknesses are also identified like rigid legal procedures and high level of competition. Dyson
also containing some opportunities like target niche market and also effective adopt online
marketing and delivery system in local areas.
Operational Impact Analysis
The varied implications and effects coming from insufficient or failed standard processes,
human and system failures, or external forces, including legal risks and those affecting the firm's
general state, are considered as the operational impact (Niu, Song and Xiao, 2017). In order to
contain the operational impact analysis, Dyson manager need to generalize key drivers as per the
current situation of the organization. There are two key drivers of change are identified by the
manager which are given below -
1. Advanced Technology
2. Online marketing
Both advanced technology and online marketing are considered as the most effective key
drivers of change which can helpful to improve the performance level of the organization. In
order to determine the impact of these key drivers of change as per the functional areas of the
Dyson are as follows -
Impact of Key drivers of change on functional areas
1. Advanced technology

Dyson is the technological centered organization and the main motive of this organization is
to provide high quality of innovate electronic products to their customers. Advanced technology
is considered as the most effective key drivers of change which is mainly dedicated towards the
technological aspects of the goods of Dyson. The consideration of this key driver of change as
per the two functional area of Dyson is as follows -
 Marketing - Marketing is containing as the most appropriate functional area in the
organization without marketing, critical to improve the selling and revenue of the
company. Dyson manager is more concerned about the technological implementation and
high class technological features in the products of the Dyson. Dyson marketing manager
utilize marketing mix approach and also adopt specific competitive pricing strategy to
lead the marketplace (Thomas, Sandwell, Williamson and Harper, 2021).
 HR - Human Resource functional unit is totally dedicated towards the workforce of the
organization. The primary purpose of human resource manager hires highly talented
information good knowledge about technology and they can easily adopt in order to
innovate effective product for connivance or customers (Wei, Thurasamy and Popa,
2018).
2. Online marketing
Online marketing is also considered as the most appropriate key driver of change helpful to
enhance the overall market structure of the Dyson. There are various marketing techniques are
utilizing by the Dyson whether it is traditional or modern techniques. The explanation about this
key driver of change in context of specific functional area of triangle is as follows -
 Marketing - Marketing refer as most effective component of the organization which can
helpful to evolve the market position of the organization. Dyson is utilizing digital
marketing strategies and also social media platforms like Facebook, Twitter , Instagram
YouTube and many others to enhance their marketing all around the globe (Wang and Li,
2016).
 HR - This key driver of change is mainly concerned about the employees and also HR
manager is responsible to conduct strategic hiring process in order to high those

candidates who have technical abilities. Through highly potential and talented workforce,
Dyson can easily gain more competitive advantages.
Conclusion
According to this report, it can be concluded that internal and external business environmental
factors are helpful to generalize the whole scenario of the global business environment. In this
report, three portfolios are considered which are related with the PESTLE analysis, SWOT
analysis and also operational impact analysis. This report discussed about the key drivers of
change and also identified its impact on functional areas of the organization like marketing and
HR.

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