Dyson's Strategic Management and Leadership: A Comprehensive Report

This report provides a detailed analysis of Dyson's strategic management and leadership. It begins by defining success through a balanced scorecard approach, examining key metrics such as market share and annual earnings. The report identifies eight reasons for Dyson's success, including dedication, direction, and market speed. An internal analysis is conducted using the value chain framework, detailing primary activities like inbound and outbound logistics, sales and marketing, operations, and service and support, and highlighting three core competencies: technology, innovation, and HRM. The VRIN framework is applied to assess Dyson's resources. The contribution of leadership, particularly Jim Rowan, is evaluated in relation to leadership methods and organizational culture. The report reviews growth strategies employed by Dyson and analyzes the company's future prospects, considering factors that may affect its success. Finally, the report concludes by summarizing the key findings and insights regarding Dyson's strategic management and leadership.

Running Head: Strategic Management and Leadership
0
DYSON
Strategic Management and Leadership
4/12/2019

Strategic Management and Leadership 1
Contents
Introduction......................................................................................................................................2
Define Success.................................................................................................................................3
Reasons for success.........................................................................................................................4
Internal Analysis of Dyson..............................................................................................................6
Value Chain Analysis..................................................................................................................6
Explain each primary activities...................................................................................................6
Explain 3 core competencies.......................................................................................................7
VRIN Framework........................................................................................................................8
The contribution of the leadership to the company’s success.........................................................9
Review of the strategy used by the company................................................................................11
Analysis of the future of the Company..........................................................................................14
 Will the company remain a success in the future?.............................................................14
 What will affect the success of the company?....................................................................14
Conclusion.....................................................................................................................................16
References......................................................................................................................................17

Strategic Management and Leadership 2
Introduction
Dyson Ltd. is a company related to the technology established in the United Kingdom.
Sir James Dyson has established this company in the year 1991. This company works for
making household appliances like hand dryers, vacuum cleaners, air purifiers, heaters and many
more. In January 2019, the company has been shifted in Singapore. The company sells its
products around the globe as it served a large market area in his business. The several challenges
have been faced by the Dyson due to the high investment in Britain and then shifted the company
in Singapore. This process creates any problems in the company.

Strategic Management and Leadership 3
Define Success
The success of the company is measuring by using the tool named balanced scorecard.
The Dyson organization used the balanced scorecard to measure the strategic planning and
management of the organization. The success of the company can easily measure by using
balanced scorecard (Hoque, 2015). The balanced scorecard of Dyson shows the better
performance of the business organization in the respective market. In the balanced scorecard,
various perspectives are using that is related to the company to measure the performance
management of an organization. In this tool, the vision of the company is determined first then
adds different perspectives of the company, then add objectives and measures connect each piece
and share and communicate the process.
The statistics of the company shows that global annual-earnings of the organization for
producing the appliances related to the household. The annual earnings of the company has
announcing in the year 2016, which is 631 million British pounds. The market share plays an
important role in the success of the company. The market share clearly shows the success of the
company as it defines how many shares of the company distributed in the respective market. The
vacuum brand of the company shows its market share as this is one of the main appliance
produced by Dyson Company. The market share of the company is gone from 1 percent in the
year 2015 to 35 percent last year. This shows the drastic changes in the market share of the
company (Habib, 2013). The profit of the organization is also very high as per the report of the
year 2016. The total revenue of the company in the year 2017 is £3.5 billion, which is better
revenue as per the market of the company. The net income in the year 2016 is £ 900 billion.
There are many awards have been getting by the company. The Dyson has been selected for the
award of the fellow of the Royal society in 2015. Like this, the company gets many awards.

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Source: ft.com, 2016.
The above figure shows the increasing of sales in the Dyson organization.
Source: vaccumsguide, 2015.
The above figure shows the customer satisfaction of Dyson as compared to other companies.

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Reasons for success
There are many reasons for which the business is succeeded in the market. The reasons
are very genuine as these are responsible for the betterment of the organization. The Dyson
Company also has many reasons so that they achieve success in the market (Christensen and
Raynor, 2013). The success of the company mainly depends on the policies of the company. The
eight main reasons for the successful business will be described below-
 Dedication
The business gets success if the leaders of the business are fully dedicated
towards their work and work hard to achieve the goals of the business (Friedman
and Gerstein, 2015) The leaders of the organization are also willing others to
work hard and increase their dedication so that the business achieves success.
 Direction
The direction plays an important role in the business to get success in the market.
The difficult times of the business can easily managing with a clear vision of the
business. The company knows the direction to go to the specific target that is
selected for the proper achievements.
 Market Speed
The speed of the market is greatly involved in the success of the business. The
market speed can manage the delivery of the products to the customers.
Therefore, the market speed increases the profits of the business.
 Quick to adapt
The nature of adopting change is also a reason for business success. The leaders
of the business need to know the proper management of change in business.
 Confidence
The leaders of the business need to have great confidence in their abilities that is
the main reason for business success. Without confidence, the company will not
succeed.

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 Effective time management
The time management is the main aspect for the better business management and
better profit of the business (Buh, et. al., 2015) If the leaders did not put proper
time then success is not achieved.
 Proper execution
The proper plan execution is also important for achieving success in the
organization. The leaders of the Dyson have a million-dollar idea so they need to
execute their ideas in the business.
 Proper financial management
The budget is the main thing that is responsible for the success of the company.
Financial management gives a great chance of success for the company.
The employee satisfaction is a great reason of success of the Dyson Company whose
figure is described below-
Source: employee.edu, 2015.
The Dyson Company achieves great achievements in the business market so that the
business will improve in the business market. The figure of the achievements and
investments is described below-

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Source: ft.com, 2016.

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Internal Analysis of Dyson
Value Chain Analysis
The value chain is one of the important parts of the organization by which a different
analysis of the company has been done. In the value- chain analysis, the company divided into
different parts and recognizes the sources of the value activities as per the competitive advantage
(Zikmund, et. al., 2013). The company gets a competitive advantage only after the integration of
the value-activities. All the value-generating activities are included in the value chain process.
The value chain analysis plays an important role in the proper strategic management and
planning of the business organization. The value-chain analysis includes as an important activity
of the business, which decides the value of the products and services of the particular
organization. The value-chain analysis of the Dyson Company shows its better strategic
management, which is the reason for the success of the company. The Dyson Company uses the
value-chain analysis for their organization and it increases the value of the products of an
organization as the value chain generates the value of the organization and improves the overall
activities of an organization. All the activities of Dyson can be managed by the proper analysis
of value-chain.
The value-chain is divided into two value-generating activities which are primary
activities and secondary activities (Lindgreen ,et. al., 2012). The primary activities include
inbound logistics, outbound logistics, sales and marketing, operations and service and support.
The secondary activities include firm infrastructure, human resource management, procurement
and development of technology. The inbound logistics include receipt, storage and proper
distribution of raw materials. The outbound logistics include product distribution and storage of
products. The Dyson Company achieves a competitive advantage by doing proper value chain
analysis (Soosay, et. al., 2012).
Explain each primary activities
a. Inbound logistics
Inbound logistics is the primary activity of the value-chain analysis. The raw materials
are included in this process, warehousing, and receiving of raw materials included in

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inbound logistics (Lai and Cheng, 2016). The method of distribution is also required in
the manufacturing process. Dyson plan manufacturing is situated in a rural village were
350 engineers work for manufacturing. The storage of raw material is also required in the
activity of inbound-logistics. The values created for inbound logistics is inventory
control.
b. Outbound logistics
The outbound logistics include the system of storing, transporting and distributing goods
to the consumers of the company (Fearne, et. al., 2012). The customer matters a lot in
outbound logistics. It initializes with a customer sales order then goes on a warehouse
packing and the delivery of product services.
c. Sales and Marketing
The sales and marketing include activities of disclosing the product. The selling of
products and services are most important in the process of value-chain and it includes
delivering the products and exchanging offers of the products (Dorri, et. al., 2012).
d. Operations
The operations are including in the operations carried out in the organization for
producing the various products of the company. The operations include the activities that
make the final product with the use of raw materials.
e. Service and Support
The service includes after the selling of products and group activities to preserve the
product and increases the value of the product.
Explain 3 core competencies
The core competencies are very useful in the internal analysis of the particular
organization. The core competencies are included a combination of multiple resources that
different the firm in a marketplace. This can create competitiveness in the organization. The
main core-competencies of this organization is described below-
 Technology

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The technology is one of the main competencies in the organization, which helps in
analyzing the internal analysis of the business environment. This can create technological
aspects in the business, which makes the work easier and improves productivity.
 Innovation
The innovation is a great extent related to the organization, which create innovative
products in the business that increases customer satisfaction in the business. The
innovative products can attract more customers and improve the overall profit of the
business.
 HRM
HRM is one of the main parts related to the organization. This process can manage the
employment activities of the organization, which manages the overall activities of the
business. Human resource management works to manage the employee’s problems and
their activities in the professional environment.
VRIN Framework
The VRIN framework is relating to the resources used in the organization for strategic
management. The organization has many resources that are used to implement several business
activities. So the VRIN framework is use to manage the several activities of the organization.
This framework is very useful for the Dyson and the company achieves many achievements by
using the VRIN framework in the business activities. Dyson can manage their resources by using
the VRIN framework and increase the value of the company. The resources of Dyson can be
reviewed in this particular framework. The VRIN framework included a review based on the
resources included in the organization. THE VRIN framework includes four processes that are
described below-
 Value

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The resources that bring value in the organization are included in this valued part.
These resources create much competitive advantage in the business organization.
It is important to know that all resources are easy to obtain.
 Rareness
The rareness describes that the resources available to all competitors rarely
defines the competitive advantage.
 Imitability
The ideal resource has been included in this point. This resource cannot be
acquired by the business competition.
 Non-substitutable
The other resource cannot substitute an ideal resource.