MN3042QA - Assignment 3: Comprehensive Dyson Company Analysis Report

This report provides a comprehensive analysis of Dyson, a UK-based household appliances company founded by James Dyson. It begins with an introduction to Dyson, its products, and its global presence, followed by a detailed SWOT analysis, examining the company's strengths (e.g., superior product standards, innovative designs), weaknesses (e.g., high pricing), opportunities (e.g., business expansion, technological advancements), and threats (e.g., competition, economic factors). The report then delves into Dyson's corporate social responsibility (CSR) initiatives, highlighting its commitment to environmental sustainability, employee welfare, and ethical practices. Furthermore, it explores Dyson's innovation and creativity, showcasing its advancements in vacuum cleaner technology, robotic research, and artificial intelligence. The report concludes with recommendations for Dyson, emphasizing the importance of continued innovation, strategic business planning, and market expansion, particularly in the Asian region. The report uses references to support the analysis.

Assignment name: MN3042QA ASSIGNMENT 3

Contents
Introduction......................................................................................................................................3
SWOT Analysis of Dyson...............................................................................................................4
Corporate Social Responsibility of Dyson......................................................................................6
Innovation and creativity of Dyson.................................................................................................7
Conclusion.......................................................................................................................................8
Recommendations for Dyson..........................................................................................................8
References........................................................................................................................................9

Introduction
Dyson Limited is a UK-based household appliances company established in 1991. The founder
of this company is James Dyson. The headquarter is situated at Malmesbury in United Kindom.
It has been trying to move its global headquarter to Singapore to extend the business in the Asian
region (Dyson, 2021). Its business has been expanding to over 65 more countries around the
world. The brand involves designing and producing vacuum cleaners, air purifiers, heatless hand
dryers, humidifiers, hairdryers, stylers, and bladeless fans, etc. (Freudenthal, 2018). The chief
Executive officer of Dyson is Roland Krueger. James Dyson, the founder, is acting as the Chief
Engineer. Jake Dyson is the Chief Lighting Engineer. There are more than 12,000 employees
involved in the company operation. The expertise team of engineers, scientists, researchers are
involved in producing quality products to shape the lifestyle of its customers with comfort and
satisfaction. The revenue of the company for the 2019-20 financial year is 5.2 Billion pound
sterling and the net profit is 1.07 Billion Pound sterling (Altman, 2019). The competitive
environment of household appliances is becoming so intense due to the numerous brands in the
current market. There are different low budgets brand currently existing in the market. Floor
Care Technology Limited, Care, Irobot Corp, Electrolux Corp, etc are the prime competitors of
Dyson (Jones and Dyson, 2018).
.

SWOT Analysis of Dyson
Strength: Dyson is restless to maintain the superior standard to its products for durability.
Products' eye-catchy external outlooks, decoration, finishing bring some particular point of
differences than its existing competitors in the market (Godet, 2016). Their team is quite sincere
and concerned about quality controls to get the authentic outputs. Their products are
manufactured through maintaining authorized and certified hygiene systems to eradicate the
negative effects of machinery components. They always try to retain their ecologically sound
product strategy (Dyson, 2021). They are quite sincere regarding employing notable and
experienced designers, researchers, executives to constantly innovate newer things for its
customers. Their labor pools are dedicated and enthusiastic to create innovative company
structures, effective productions in the arena of the home appliances industry. Their core product
is vacuum cleaner and they are almost leading in this category from the front.
Weakness: Higher pricing strategy is one of the major limitations of Dyson. As Dyson is
focused on maintaining outstanding quality products, innovative technologies, they hold an
exorbitant pricing policy rather than their competitors do (Little, 2017). In consequence, they are
losing potential customers who could not afford to buy the products of this brand due to high
pricing. For instance, the Dyson V11 stick vacuum is an overpriced item in their vacuum
category that costs nearly 500 pounds that are overpricing according to the different customer
points of view (Altman, 2019). Different other companies are providing the almost same home
appliances at low pricing. Many customers are moving towards those cheap pricing replica
products.

Opportunity: Dyson has been extending its business countries around many countries. The
demands of their products are growing with the pace of time. The vacuum cleaner is getting
popular among people because of its good user experiences (Freudenthal, 2018). Consumers are
more prone to extend their standard of living by using different supportive household appliances.
It affects also from socio-economic perspectives. Dyson is more dynamic to bring novelty
through adopting the assistance of technological revolution around the globe (Dyson, 2021).
They are taking the opportunities of technology booming. They are consistently enabling to gain
and retain customer loyalty. Dyson has been in the initial stage of moving its headquarter from
the UK to Singapore. It will assist them to capture the huge markets in the Asian region.
Threats: There are some brands of home appliances available in the current market. All of the
brands are constantly putting heart and soul efforts to lead the market. The customers are having
some opportunities to judge the brands and choosing the appropriate one for them. There is also
the availability of low-budget products in the market. In the market condition of the UK, the
brand does not face any legal policy restrictions (Jones and Dyson, 2018). However, in the
overseas markets, there might be some possibilities about the restrictions of imports, or high
taxes imposing to inspire local product development. In other global markets, there is some
diversification of exchange rate, higher inflation rate, imposed excessive taxes on imports, and
other economic impediments for many reasons (Godet, 2016). .Now many organizations are
facing troubles due to arising different economic and political crises for Brexit issues. All of
those can cause harm to future business prospects.

Corporate Social Responsibility of Dyson
Dyson is a renowned technology company. It tends to become very widespread that any business
corporation must maintain environment-friendly criteria. Dyson tries to adopt the policy not to
harm the environmental components of the earth. Human beings are adversely affected by
increasing global warming continuously. The organization has a certain set of objectives of
reducing excessive energy consumption, lessening carbon-dioxide amounts, reducing waste
materials to have a toxic-free environment (Trong Tuan, 2017). The organization always adopts
to keep a favorable working environment for the employees, executives, and others who are
working for the company. They always try to create an ethical atmosphere by maintaining a code
of behavior standard. A secured and healthy working environment is one of the core
responsibilities of Dyson. Different chemical usage restrictions, laws, and regulations, code of
conducts EU factory standards, etc. are maintained to protect the environment as much as
possible (Little, 2017). They have initiatives of lean engineering projects that are very efficient
and timely. It means that engineers are highly involved in the constant development through
improving their potency, professionalism to build the brand more fruitful in the field of extreme
competition. Dyson is quite sincere and sincere as well in the co-friendly designs, eco-friendly
packaging, and others to reduce the inauspicious impacts on the environment. They try to make
sure that employees are aware and knowledgeable enough about the necessity and positive
impacts of taking eco-friendly measures for saving the. Reducing waste materials through
reprocessing and reusing is another impactful corporate social responsibility of Dyson.

Innovation and creativity of Dyson
Dyson is so successful because of its innovation and creativity. They have been involving to
innovate the newer things through their years of researching, experimenting since its inception.
Their efficient and highly professionals engineers are always unwinking to bring the best level of
services for their customers. Their vacuum cleaner has the system of cyclonic separation
technology to diminish dust that creates a part of differences from it is competitors. They have
invented the first bagless vacuum cleaner. It means that the users do not need to remove the bags
at the time of cleaning. These innovative ideas minimize the hassles of the users and bring
utmost comfort in their day-to-day activities (Altman, 2019). The items are not set with so many
components. They have another innovation of cordless vacuum cleaner that is very fast cleaner
and smooth to use. They have almost brought a revolution to the product development of vacuum
cleaning. Dyson has been focusing on robotic research and artificial intelligence. The company is
trying to collaborate with different university campuses to develop robotics advancement (Jones
and Dyson, 2018). The university students can spend their time effectively with the projects of
Dyson. This will bring more innovative ideas about product development and the students
involving in the projects can flourish their academic circle with real-life research experiences.

Conclusion
Dyson is a British household appliances manufacture. They are notable for their ingenious and
visionary designs and the invention of manifold household assistances (Altman, 2019). They are
putting their utmost efforts to get the superior outputs from the engineers, scientists, researchers
to add the higher and authentic values in the life-span of the customers. They are inclined to
retain the trust of the customers through their outstanding creation and the sustainability of the
products and services.
Recommendations for Dyson
 Their company has huge fame in the European regions. The brand has some affiliated
research projects with some of the universities. If they continue to extend their activities
at the university level, they can bring more innovation and experiment more for the
advancement of the company (Dyson, 2021).
 Now, they have been in the initial stage of setting their headquarter in Singapore. The
company must be concerned regarding its strategic plans of shifting the business. This
will be a fruitful decision from some perspectives that Asian, south Asian regions have
gigantic markets because of their massive populations (Freudenthal, 2018). The demand
for the usage of home appliances has been on the rise due to the intense economic growth
of many countries in the region.
 Sometimes, the market condition of the United Kindom wavers due to the political and
economic fluctuation and its impacts on the business (Little, 2017). In these situations,
the company must evaluate the current scenario and decorate some planning for the
constructive actions against the changed situations.

References
Altman, W., 2019. Dyson and the vacuum in development. Engineering & Technology, 5(13),
pp.66-69.
Dyson.com. 2021. Dyson. [online] Available at: <https://www.dyson.com/en> [Accessed 20
February 2021].
Freudenthal, A., 2018. The innovative design of home appliances.. [Delft: Delft University of
Technology, Subfaculty of Industrial Design Engineering].
Godet, M., 2016. Effective strategic management the prospective approach. Technology
Analysis & Strategic Management, 1(1), pp.45-56.
Jones, M., and Dyson, M., 2018. An Interview with James Dyson. Callaloo, 29(3), pp.786-802.
Little, A. (2017, November 21). Why we must quit the EU, by tycoon Sir James Dyson.
Trong Tuan, L., 2017. Corporate social responsibility, UK organizations. Social Responsibility
Journal, 8(4), pp.547-560.