Marketing Analysis: Dyson Report

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Executive Summary

Dyson is a strong company with a well-established reputation and influence in many countries all around the world. Due to the strained political climate of recent years, the effects of the pandemic and the unique position of the company, it is difficult for it to develop or introduce significant change. Focus on incremental and safe practices is advised.

Sector and Organization Description

The Dyson Company is a part of the household appliances sector. The field is one of the major developing markets and a sphere with potential for stable growth (Forecast: Major Appliance Manufacturing Revenue in the U.S. 2010-2022 2020). With the changing needs of consumers, the demand for more accessible, effective and functional technology always rises, justifying the growth in revenues and the ability of organizations to develop (Home appliances market – growth, trends, COVID-19 impact, and forecasts (2021 – 2026)). Dyson works in producing a number of electronic appliances, including both hair-styling products and vacuum cleaners (Dyson Ltd). It operates all around the world as an established brand.

Analysis of the General Business Environment

PESTEL & Conclusions

Political. Political factors around the world have the potential to affect Dyson’s business. The current political turmoil has a negative connotation for business and may result in lost profit (Bremmer, 2022). Additionally, as a result of the pandemic, many countries have more restrictive policies on the trade of product delivery, in addition to the recent appearance of major global conflicts.

Economic. Economically, the pandemic and its effects still present a major problem to overcome for any existing and emerging businesses. The improvement of technology and product lines may not be enough to interest the public (Technology investment). With the high spread and quick growth of the Omicron variant, it is likely that 2022 will continue with Covid-19 being in its epidemic phase, destabilizing the economy and putting significant restrictions upon businesses and individuals.

Social. Socially, the current climate is mixed. First, it is important to note that most major economies are recovering from the pandemic, leading to increased spending. However, many still struggle to support their families and put food on the table. In such conditions, purchasing home appliances and vacuum cleaners would not be considered a priority.

Technological. Technology keeps evolving with the introduction of new technologies and pathways by the Dyson company itself (Dyson on Dyson year in Review: 2019). The industry sphere as a whole also keeps growing due to tech advancements (Household appliances market share & trends: Industry report 2025). With the innovations and further expansion into a varied number of product lines, technology is likely to be a strong factor in Dyson’s development.

Environmental. The company currently exists on the same axis as all others in terms of the environment. The slow coming of the climate crisis keeps becoming more and more evident, and Dyson faces the need to play its own role in protecting the planet from the effects of overabundant CO2 emissions. The organization needs to reach zero-emission goals on their production, transportation and other parts of the professional chain.

Legal. Legally, no present barriers exist to Dyson, aside from the potential of political circumstances or effects of Covid-19 closing borders to some of the company’s clients.

Overall, it can be said that the present year is likely to be difficult for the company, as evidenced by a number of surrounding factors, including the unstable economic, political and social climate. The organization should strive to reach its environmental goals and maintain sustained development.

Key Drivers for Change

Analysis of the Competitive Environment

5 Forces Analysis & Conclusions

Competitive Rivalry. The competitiveness of the sphere is high, with a large number of participants and a wide variety of products (Household vacuum cleaners market size 2021 analysis, competitive landscape, share, growth, upcoming trends, top manufacturers, and forecast till 2026 2021). Currently, existing companies occupy all possible price and quality ranges, making it difficult for Dyson to stand out.

Power of Buyers. Buyers have a comparatively high ability to influence the business. Due to the ability of customers to switch to another brand, the loyalty of buyers and their favor play an important role.

Power of Suppliers. The international influence of big companies makes suppliers less relevant as part of the bargaining process, as they can be freely changed if needed. Dyson commands enough popularity and influence to decide on who they want to partner with.

New Business Threats. Due to the currently high number of well-known, established and popular options in the saturated market, the threat of new entrants can be varied. If an organization produces an innovative piece of technology, it will likely cause a disruption to the home appliance market as a whole and become highly competitive as a result (Atkin et al., 2015). However, if the product offered by a new company is insufficient, it is likely to be overshadowed and forgotten.

The threat of Substitutes. With the advancement of technology, the fear of substitutes becomes higher as other companies work to promote their products as better and cheaper than their alternatives.

It can be surmised that the Dyson Brand Currently exists in an especially difficult business climate. Surrounded by businesses that work to innovate their process and introduce new technology much as it does, Dyson needs specific and definitive qualities to be seen as unique and worthwhile.

Advice to the Business Organization

Due to the current difficult global climate for growth and development, it is advantageous not to try any sudden or bold developments, instead choosing to focus on improving the existing steps of the product manufacturing process. Additionally, many parts of the organizational structure for Dyson can be made better. In particular, the environmental impact of the company’s products should be minimized, which can be an effective point of focus, both internally and externally.

Reference List

Atkin, D., Faber, B. & Gonzalez-Navarro, M., 2015. Retail globalization and household welfare: Evidence from Mexico. NBER. Web.

Bremmer, I. The top 10 global risks of 2022. Time. Web.

Dyson Ltd. Web.

Dyson on: Dyson year in Review: 2019. Dyson. Web.

Home appliances market – growth, trends, COVID-19 impact, and forecasts (2021 – 2026). Research and Markets – Market Research Reports. Web.

Household appliances market share & trends: Industry report 2025. Allied Market Research. Web.

Household vacuum cleaners market size 2021 analysis, competitive landscape, share, growth, upcoming trends, top manufacturers, and forecast till 2026. MarketWatch. Web.

Published by Statista Research Department & 24, J., 2020. Forecast: Major Appliance Manufacturing Revenue in the U.S. 2010-2022. Statista. Web.

Technology investment. Dyson. Web.

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