Doing a Dyson

When Dyson entered, the vacuum cleaner market was a very mature market with recognised appliance giants selling their branded vacuum cleaners comfortably without much differentiation or innovation in terms of technology. I think this played into Dyson’s hands allowing the Dual Cyclone’s disruptive, innovative & design and technology capture the harts & minds of the customer. These market conditions where a factor in the success of the Dual Cyclone. The market proved to have an appetite for something new and different.
The fact that the Dyson had over 100 patents helped ensure that the large appliance giants could not quickly come to market with exactly the same technology at a lower cost. This was also a factor in securing and maintaining differentiating the Dual Cyclone and its success.
The early success of the Dual Cyclone was written off as “just a fad” by competitors allowing Dyson to continue to take more and more market share.
Iterating and extending the range with different versions that appealed to different users like Dyson Absolute, The De Stijl and the Antartica also helped the success of the Dual Cyclone technology capture a larger market share.
Education of both the retail staff through the use of demo models and discounted pricing and of the public through television advertising also played a key role in the success of the brand.

Assignment Question 2:

Dyson’s service strategy was direct model aimed at ensuring and exceptional service experience for the customer. Not out sourcing gave Dyson control over the training and methods used in servicing the customer. An in-house team of experts would respond to calls place to the helpline number that is printed on all the Dyson products. To incentivise knowledge share the service teams were split into pods of six who would work together and have knowledge sharing breakout sessions.
As the team grew to over 100 people a three week training programme and mentoring on boarding programme for new staff was implemented ensure standard were maintained.
There is clearly a strategy to provide world class customer service and to ensure the customer relates that great experience to the Dyson brand making the service centre part of the overall marketing and value proposition of the brand.

Assignment Question 3:
Dyson face a number of challenges as they grow. Continuing to iterate and innovate is to ongoing success. They seem to be trying to address this with the hiring of a young creative demographic.
Maintaining product and service standards and avoiding bureaucracy could be a challenge that affects the ability hold onto customers as they replace their vacuum cleaners. Their existing customers have both into and brand and idea they believed in any obvious changes to this culture could result in significant customer attrition.
James Dyson is an iconic leader this can sometime mean that the brand and leader are seen as one. To some extent customers may be buying into what James Dyson believes represents as much as the brand itself. It will be a challenge when inevitably Dyson separates from the company to maintain success.

References
Anderson, Charles & Johnson (2003). The impressive psychology paper. Chicago: Lucerne Publishing.
Smith, M. (2001). Writing a successful paper. The Trey Research Monthly, 53, 149-150.
Entries are organized alphabetically by surnames of first authors and are formatted with a hanging indent. Most reference entries have three components:
1. Authors: Authors are listed in the same order as specified in the source, using surnames and initials. Commas separate all authors. When there are seven or more authors, list the first six and then use “et al.” for remaining authors. If no author is identified, the title of the document begins the reference.
2. Year of Publication: In parenthesis following authors, with a period following the closing parenthesis. If no publication date is identified, use “n.d.” in parenthesis following the authors.
3. Source Reference: Includes title, journal, volume, pages (for journal article) or title, city of publication, publisher (for book).

References: Anderson, Charles & Johnson (2003). The impressive psychology paper. Chicago: Lucerne Publishing. Smith, M. (2001). Writing a successful paper. The Trey Research Monthly, 53, 149-150. Entries are organized alphabetically by surnames of first authors and are formatted with a hanging indent. Most reference entries have three components: 1. Authors: Authors are listed in the same order as specified in the source, using surnames and initials. Commas separate all authors. When there are seven or more authors, list the first six and then use “et al.” for remaining authors. If no author is identified, the title of the document begins the reference. 2. Year of Publication: In parenthesis following authors, with a period following the closing parenthesis. If no publication date is identified, use “n.d.” in parenthesis following the authors. 3. Source Reference: Includes title, journal, volume, pages (for journal article) or title, city of publication, publisher (for book).