BMS 409: Innovation Proposal for Dyson's Virtual Service

This project presents a proposal for Dyson, focusing on a virtual reality storefront platform to enhance customer engagement and drive sales. The proposal begins with an introduction, followed by a background of Dyson and the challenges it faces, particularly post-COVID-19. It includes a literature r...Read More

PROPOSAL

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
BACKGROUND OF ORGANISATION AND DESCRIPTION OF SITUATION.......................1
RELEVANT LITERATURE REVIEW..........................................................................................2
CRITICAL ANALYSIS OF THE INNOVATIVE PRODUCT OR SERVICE.............................3
RECOMMENDATIONS WITH JUSTIFICATION.......................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Innovation can be defined as practical implementation of ideas that can result in
introduction of new goods or services or implementation of new goods or services. in order to
sustain within the market in which an organization operate it is extremely important for
organizations to focus upon bringing innovation within their current products, services and
processes (O’Callaghan, Adapa and Buisman, 2020). This proposal for the business will be
focusing upon ways in which they can adopt an innovative idea within their existing products,
services or processes. For this, this proposal will cover, background of organization, theory of
innovation, critical analysis of innovative product or service, recommendations with justification,
and conclusion of overall proposal. Organization that will be focused upon in this proposal has
been chosen from technology business is Dyson and recommendation of an innovative service
that can be adopted by Sainsbury will be explained. Innovative service that will be proposed is
virtual reality and assistance innovative service that can be adopted by Sainsbury.
BACKGROUND OF ORGANISATION AND DESCRIPTION OF
SITUATION
Sainsbury is British technology company in UK that was founded in 1991 by Janes
Dyson. Main headquarter of Dyson is in Malmesbury, Wiltshir, United Kingdom. They
manufacture and sell household appliances such as vacuum cleaners, air purifiers, hand
dryers, bladeless fans, heaters, hair dryers, and lights. They have their offices globally in over 65
countries all around the world. Currently they have approximately 13,000 employees working for
them. Dyson is one of the most innovative organization which is known as they were the first
one to produce bagless vacuum cleaners. But after Coronavirus pandemic organization is facing
various kinds of issues as this outbreak of Covid-19 has impacted various operations or business
processes. Due to this outbreak, they are facing issues in connecting with customers, building a
sustainable future and connecting with all the employees working from remote location. Due to
these issues their overall sales have been impacted drastically and their review and profit has
reduced. As a result, they had to cut down 900 jobs. This was majorly because due to this
pandemic situation their production or manufacturing was impacted and they could only
employee 50 percent of workforce. In order to come back to normal and again gain competitive
advantage it is important for Dyson organization to bring innovative changes within either their
business processes or services provided by them to their customers. In order to resolve these
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issues, they need to adopted an innovative idea so that they can resolve issues faced by them and
achieve success.
RELEVANT LITERATURE REVIEW
Innovation theory and idea of innovative idea generation
There are various kinds of innovation theories that can be used by organizations like
Dyson can adopt for bringing changes within their existing products services or processes in
order to achieve success and gain competitive advantage by successfully implementing new
innovative idea within their current business process or services (K. Smith and et. al., 2017). It is
important to adopt an appropriate innovation theory for successfully identifying innovative idea
to be implemented and for successfully implementing new innovative idea. For this it is further
important for organizations to understand type of innovation they want to focus upon (Kaliappen
and Hilman, 2017). Dyson Organization can focus upon adopting Incremental innovation. It is
one of the most common type of innovation theory that can be adopted by Dyson limited. This
innovation type is mostly used by firms in which existing technology is utilized by them for
increasing its value by adding unique features, design, bringing required changes within new
innovation adopted by them within existing market in which they provide their products and
services. Dyson can focus upon proposing incremental innovation within their organization.
But for this it is important for them to adopt an appropriate innovation theory. For this
three Horizon innovation theory can be adopted. This theory is based upon determining and
analysing how well business is doing currently for delivering values that they have promised
customers to be delivered. This analysis helps in identifying areas in which innovation is
required to be brought (Jamison, 2019). This is mostly done by exploring current offering and
identifying areas in which innovation is required to be brought (Buchheim, Krieger and Arndt,
2019). Dyson can focus upon adopting this innovation theory for identifying Horizon in which
innovation is required to be brought using incremental innovation. Current from the above
description of current situation of Dyson it has been identified that due to Covid-19 major
problem faced by Dyson Ltd. is connecting with customers. Current pandemic situation of
Covid-19 has drastically impacted their engagement with their customers because of which their
sales had been impacted drastically. In order to deal with this situation and gain competitive
advantage they can focus upon successfully implementing new innovative idea within their
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existing products/ services or processes. So that their interaction with customers and customer
engagement can be enhanced.
It is important to focus upon adopting appropriate process for innovative idea generation
because curate process adoption for generation of innovative idea directly help organization in
filtering out ideas that are unsuitable or that will not be profitable for the business are eliminated
(Bruni, Bonesso and Gerli, 2019). Below diagram clearly helps in explaining ways in which
innovative idea generation can be done and useful innovative idea can be generated that can help
in gaining competitive advantage by organization by successfully implementing it.
Above diagram helps in understanding that in order to generate innovative idea it is important to
investigate areas in which innovation is required to be brought. This investigation helps in
identifying innovative ideans that are further required to be evaluated in order to identfy whether
whether those ideas are beneficial to be implemented within busiess or not (Chen and Yin,
2019). After evalaution approprite busiessideas are selectedand experiented by collecting data,
reasoning, and redefinng it. it if is approprite to be build and designed then only then it moves
forward to be treated and for prelaunch and if it is not approprte then again new ideas are thought
of and evaluated. At teast launch phase feedback from eisting employees is taken and it is
approprite only then it is launched completely in the market in which tey operate.
CRITICAL ANALYSIS OF THE INNOVATIVE PRODUCT OR SERVICE
Virtual reality solution (virtual storefront platform): in order to enhance connectivity with
customers and remain connected with them. They can focus up displaying their newest products
on display virtually and promote them (Zou, Zeng and Chen, 2017). For this they can focus upon
developing a virtual storefront platform that will provide a way to Dyson to remain connect with
their customers and enhance their customer engagement with the organization. Due to Covid-19
most of the customers do not prefer walking out of their homes for shopping and prefer shopping
while sitting at home even if it about home appliances. Using this innovative idea that can create
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a virtual storefront window for their Customers so that they can provide shop-in shop experience
to their customers while sitting at home. Using this virtual reality solution they can display their
products in an attractive way on virtual platform for their customers. In order to further enhance
engagement of their customers they can include 2-D and 3D drawings of their products displayed
virtually. This will directly help customers to get in store experience and would feel as if they are
revieing the producing at store itself.
Justification of idea: This innovative idea is one of the best and most appropriate innovative idea
that can be successfully implemented by Dyson because it will directly help Dyson to enhance
engagement of their customers. This innovative idea will further help them in attracting a greater
number of customers by displaying products manufactured by them with 3-D and 2-D images in
order to attract a greater number of customers (Kegalle and et. al., 2021). This will directly help
them in increasing their overall sales.
Marketing: For marketing of this new innovative service marketing Dyson can focus upon social
media marketing s it is one of the most effective type of marketing that can directly help them in
marketing or promoting new products and services. social media marketing will directly help
them in enhancing engagement of their customers.
Target Audience: Target Audience of Dyson who will be using this innovative new service are
people who prefer shopping online. This virtual reality solution will directly help Dyson to reach
their target audience and will further help them in attracting a greater number of customers.
Cost: This virtual reality solution service will not cost customers anything. They will simply be
able to login to their application or website where they will be able to experience this virtual
reality solution. This solution will provide a platform to customers where they will be able to
experience in store shopping experience.
Ways in which it will be launched: Dyson can launch this innovative service digitally and with
the help of social media and digital media they can launch this new service and it will directly
help them in reaching their customers, increasing awareness for the new virtual reality solution
service for their customers and will be able to increase awareness of new service launched by
Dyson for their customers.
RECOMMENDATIONS WITH JUSTIFICATION
Here are following recommendations that will be able to successfully implement new
innovative service identified by them successfully in an appropriate manner. Following
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recommendations will further help them implementing virtual reality solution (virtual storefront
platform). Dyson can focus upon adopting Horizon innovation theory for successfully
implementing new virtual reality solution. This Horizon innovation theory will further help them
in adopting existing virtual reality technology and by introducing new features and using this this
technology for providing a virtual instore shopping experience to the customers. Using this
theory that can successfully implement incremental innovation in a successfully manner and will
further help them in attracting a greater number of customers and enhance customer engagement
in an adequate manner. In order to ensure successful implementation of this innovative idea,
Dyson can focus upon implementing this solution at small scale only for their customers and can
focus upon asking for feedback from them in order to identify pros and cons of the new
innovative solution that they have focused upon adopting for their customers. This provision of
feedback will further help them in identifying issues that might occur in new innovative solution
that are required to be resolved so that this idea can be successfully implemented by Dyson in
order to gain competitive advantage. This will further help them in identifying ideas through
which they can enhance effectivity of new idea and can further increase success rate of
implementing this new proposed solution.
CONCLUSION
From the above report it has been summarized that in order to sustain within the market
in which an organization operate and gain competitive advantage. Innovative solutions
implementation can further help organizations in attracting a greater number of customers and
enhance engagement of their current customers in an adequate manner. it has further been
concluded that in order to implement an innovative solution it is important to identify type of
innovation which s required to be implemented so that ways in which it is required to be
implemented can be identified. This directly helps an organization to successfully implement
new innovative idea within their existing products/ services/ processes. It has further been
summarized that there are various kinds of innovation theories and each of then are used for
different types of innovations. It is important to understand effective techniques that can be used
so that organization can benefit from new innovative idea in an adequate manner and issues
related to its implementation can be reduced and success chances can be increased. For
increasing success changes of innovative solution implementation it is important for
organizations to critically analyse the new idea by identifying ways in which new service will be
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marketed, who will be target customers, cost of new service, and ways in which it will be
launched. This will directly help in increasing success changes of implementing innovative idea
successfully within organization.
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REFERENCES
Books and Journals
Bruni, E., Bonesso, S. and Gerli, F., 2019. Coping with different types of innovation: What do
metaphors reveal about how entrepreneurs describe the innovation process?. Creativity
and Innovation Management. 28(2). pp.175-190.
Buchheim, L., Krieger, A. and Arndt, S., 2019. Innovation types in public sector organizations: a
systematic review of the literature. Management Review Quarterly, pp.1-25.
Chen, J. and Yin, X., 2019. Connotation and types of innovation. In The Routledge companion to
innovation management (pp. 26-54). Routledge.
Jamison, A., 2019. Innovation Theories and Science and Technology Policy: Historical
Perspectives. In Science, Technology, and Development (pp. 17-53). Routledge.
K. Smith, W., and et. al., 2017. Adding complexity to theories of paradox, tensions, and dualities
of innovation and change: Introduction to organization studies special issue on paradox,
tensions, and dualities of innovation and change.
Kaliappen, N. and Hilman, H., 2017. Competitive strategies, market orientation types and
innovation strategies: finding the strategic fit. World Journal of Entrepreneurship,
Management and Sustainable Development.
Kegalle, H.N., and et. al., 2021. An Affordable, Virtual Reality Based Training Application for
Cardiopulmonary Resuscitation. International Journal on Advances in ICT for
Emerging Regions (ICTer). 14(1).
O’Callaghan, P., Adapa, L.M. and Buisman, C., 2020. How can innovation theories be applied to
water technology innovation?. Journal of Cleaner Production, p.122910.
Zou, L., Zeng, M. and Chen, K., 2017. A Virtual Reality Solution Promotes High Quality
SRS/SBRT in China. Cureus Journal of Medical Science. 9(11).
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