...2011 Dyson Vacuum Cleaner Case study Sargis Sargsyan BSL Table of Contents History……………………………………………………………………………………………………2 Dyson company and world market………………………………………………………3,4 Competitors………………………………………………………………………………………5,6,7 Question1…………………………………………………………………………………………….7,8 Question 2……………………………………………………………………………………………8,9 Question 3………………………………………………………………………………………………9 Conclusion……………………………………………………………………………………………10 Dyson Vacuum Cleaner History Dyson Company is one of the leading companies in vacuum clear industry. The company was founded by James Dyson, who is a furniture and interior designer and his product was launched in 1966, when he was student. In 1985 James Dyson had contracted with a small company in Japan. Than in 1993 Dyson opened a research center and factory in Malmesbury by using the money from the Japanese company and developed dual cyclone vacuum cleaner, which became the fastest selling vacuum cleaner in UK. Fourteen years later Dyson could present its first product in the shop and it also presented in the Science Museum. Dyson started to develop Root 8 Cyclone, which removes more dust by using more cyclones. In 2000 he launched new innovative washing machine and in 2008 the company’s revenue reached around 700 million pound, and much of this came from vacuum cleaners sales, about two third, in outside of local market mainly from US, Australia and Japan. So now Dyson Company is one of the successful vacuum cleaner producers in the world...
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...M17_HOLL6227_05_SE_C17.qxd 5/20/10 4:06 PM Page 641 CASE STUDY IV.3 Dyson Vacuum Cleaner: shifting from domestic to international marketing with the famous bagless vacuum cleaner The Dyson history It is impossible to separate the very British Dyson vacuum cleaner from its very British inventor. Together they are synonymous with innovation and legal battles against established rivals. James Dyson was born in Norfolk in 1947. He studied furniture design and interior design at the Royal College of Art from 1966 to 1970 and his first product, the Sea Truck, was launched while he was still Courtesy of Dyson. studying. Dyson’s foray into developing vacuum cleaner technology happened by chance. In 1978, while renovating his 300-year-old country house, Dyson became frustrated with the poor performance of his conventional vacuum cleaner. Whenever he went to use it, there was poor suction. One day he thought he would find out what was wrong with the design. He noted that the appliance worked by drawing air through the bag to create suction, but when even a fine layer of dust got inside, it clogged its pores, stopping the airflow and suction. In his usual style of seeking solutions from unexpected sources, Dyson noticed how a nearby sawmill used a cyclone – a 30-foot-high cone that spun dust out of the air by centrifugal force – to expel waste. He reasoned that a vacuum cleaner that could separate dust by cyclonic action and spin it out of the airstream which...
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...square metres of production space, employing more than 700 people and producing at least 3000 products per day. Today NUMATIC INTERNATIONAL is the single largest manufacturer in Europe. NUMATIC SOUTH AFRICA enjoys all the back up and service of their mother company. NUMATIC machines have been available in South Africa since 1980. THE PRODUCT NUMATIC provides a wide range of industrial cleaning equipment, from mopping units to vacuum cleaners, single disc rotary scrubbing and polishing machines plus combination maintenance machines. The machines are all manufactured to the highest of British standards and comply with our own SABS standards. Product Ranges o Vacuum cleaners o Hotel trolleys o Mopping units o Floor machines o Janitorial trolleys o Specialised units In the beginning, the company employed six people in a little factory that was not as big as a garage and the most sophisticated equipment was a drill. Thank heavens the days were 24 hours long! The first vacuum cleaner designs were made of a combination of oil drums and everyday components that were readily available, such as suitcase handles, furniture castors and domestic washing-up bowls. All assembled in such a way as to provide a simple, reliable workhorse for commercial and industrial use. By 1971, demand had grown too big for the little Crewkerne works and the company moved to a watermill in nearby Yeovil.It was here that the first serious commercial vacuum cleaner was developed...
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...out with a simple idea, and by the end it got much more audacious and interesting. I got to a place I never could have imagined because I learned what worked and didn’t work. We have to embrace failure and almost get a kick out of it. Not in a perverse way, but in a problem-solving way.” Design graduate Dyson’s ultimately-successful problem-solving experiments began in 1979. “I’d purchased what claimed to be the most powerful vacuum cleaner on the market,” he tells inc.com. “But it was essentially useless. Rather than sucking up the dirt, it pushed it around the room. I’d seen an industrial sawmill which used something called a cyclonic separator to remove dust from the air, and I thought the same principle of separation might work on a vacuum cleaner. I rigged up a quick prototype, and it did.” It took five years and a further five thousand one hundred and twenty-six prototypes to perfect his design, and almost another decade of failed licensing deals and countless fruitless meetings with distributors before Dyson’s Dual Cyclone vacuum cleaner finally went on sale in the UK in 1993. Having failed to interest any manufacturers in the design, Dyson had mortgaged his house to set up his own manufacturing plant. “I liked living on the edge,” he says. “All those years that my house was in hock to the bank… I liked the danger, the idea that everything depended on getting that next product right in every way.” By 1996 the business was growing rapidly and he needed to consider...
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...Running head: DYSON VACUUM CLEANER CASE ANALYSIS Dyson Vacuum Cleaner: Shifting from domestic to international marketing with the famous bagless vacuum cleaner International Marketing – Assignment 2 Candidate: Emad AbouElgheit ISM - International School of Management Doctor of Philosophy (Ph.D.) Presented to: Professor Peter Horn 2 February 2012 Word Count: 4,326 1 CASE ANALYSIS - DYSON VACUUM CLEANER 2 Abstract After dominating the local UK market and successfully developing a new market in the US, Dyson, the ambitious vacuum cleaners manufacturer still competes in the mature global market of vacuum cleaners. Adopting a differentiation strategy since its inception, the company aims to take its brand to the next level and to expand into new grounds. This comes in a critical time after a declining market share in its high end vacuum cleaners segment, and withdrawing its innovative and very expensive washing machine from markets. The paper attempts to select the most potential global markets for Dyson to put more marketing investments. The paper suggests those markets to be mostly Scandinavian. The paper also aims to shed the light on the mass distribution strategy adopted in the US market by Dyson. Finally the paper studies the opportunity for Dyson to repeat the huge success of its vacuum cleaner to enter new product category of washing machines. Keywords: Vacuum Cleaners, Dyson, International Marketing, Upright Vacuum, Household Vacuums...
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...Running head: DYSON VACUUM CLEANER CASE ANALYSIS Dyson Vacuum Cleaner: Shifting from domestic to international marketing with the famous bagless vacuum cleaner International Marketing – Assignment 2 Candidate: Emad AbouElgheit ISM - International School of Management Doctor of Philosophy (Ph.D.) Presented to: Professor Peter Horn 2 February 2012 Word Count: 4,326 1 CASE ANALYSIS - DYSON VACUUM CLEANER 2 Abstract After dominating the local UK market and successfully developing a new market in the US, Dyson, the ambitious vacuum cleaners manufacturer still competes in the mature global market of vacuum cleaners. Adopting a differentiation strategy since its inception, the company aims to take its brand to the next level and to expand into new grounds. This comes in a critical time after a declining market share in its high end vacuum cleaners segment, and withdrawing its innovative and very expensive washing machine from markets. The paper attempts to select the most potential global markets for Dyson to put more marketing investments. The paper suggests those markets to be mostly Scandinavian. The paper also aims to shed the light on the mass distribution strategy adopted in the US market by Dyson. Finally the paper studies the opportunity for Dyson to repeat the huge success of its vacuum cleaner to enter new product category of washing machines. Keywords: Vacuum Cleaners, Dyson, International Marketing, Upright Vacuum, Household Vacuums...
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...Name : Premela Raman ID :111052-05112-010 Date : 20.3.2012 Should Robots be Encouraged to Do Work? What is a robot? A robot, scientifically known as a machine, means ‘a machine capable of carrying out complex series of actions automatically, especially one programmable by a computer (Oxford dictionaries, 2012). A robot can complete one or more tasks repeatedly, with high speed and accuracy. In today’s modern life, robot is getting to be increasingly important for many people because it can perform industrial duties, housework and so forth. Today, it has been proven, that robot bring benefits to all of us in many different ways. Japan is a good example of a country to prove that robot is an important machine in industries in the country. In fact, Japan looks for robots to fill jobs because there are lack of employees to do work (Lustig, 2009).This shows, the importance of robots to do work in big industries. Furthermore, mostly electronics industry and motor vehicle industry need large quantity of robots to complete their products until final products (IFR International Federation of Robotics, n.d). The top list shows that the Republic of Korea has sold 23,500 robots, up from 7,800 units in 2009 (IFR International Federation of Robotics, n.d). From the statistics, we can realise that robots play an important role to do work in all of the industries in the world. However, there are those who think that robots have negative effects for people and can bring extreme danger...
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...cleaning industry has two primary market groups: consumer and commercial. The consumer arena consists primarily of residential maid services, along with carpet cleaners, window cleaners and a variety of other cleaning services required on a less-frequent basis. The commercial arena is dominated by janitorial services, which typically provide a wider range of services than maid services, along with other cleaning companies, such as carpet and window cleaners, that target businesses rather than individual consumers. While it’s recommended that you decide on a niche and concentrate on building a business that will serve your chosen market, it is entirely realistic to expect to be able to serve multiple markets successfully. With all this opportunity, what does the competition look like? Glance through your telephone directory—the number of cleaning services may make you think the market is already flooded and there’s no room for you. That’s not true. First, anyone can get a listing in the Yellow Pages just by having a business telephone line. A mere listing doesn’t mean the company is offering quality service to the market you’re targeting. Second, the demand for cleaning services is tremendous. Plenty of maid service companies have waiting lists for clients because they simply can’t serve the entire market. Many carpet cleaners and other types of specialized cleaning services are not fulltime operations and therefore don’t offer serious competition. And a significant number of janitorial...
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...creator: James Dyson 3 2) Early products by James Dyson 4 3) A new idea 4 4) The $ 2000 vacuum cleaner 4 5) The first Dyson 4 3. Product 5 1) Vacuum cleaners 5 2) Hand Dryer 5 3) Washing Machine 6 4. R&D 7 5. Marketing 7 1) Evolution of Dyson in the market 7 2) Turnover 8 3) Differentiation Strategy 9 4) Focus Strategy 10 5) Cost Strategy 10 6. Innovation 11 1) The innovator’s challenge 11 2) Fast transition from concept to 3D 11 3) Rapid prototypes from design data 12 4) Computer simulation boosts design accuracy 12 5) Protecting their innovations 13 7. Analysis 13 1) Porter’s Five Force Model 13 Existing Rivalry 14 Bargaining Power of Supplier 14 Potential Entrants 14 Threat of Substitutes 14 Bargaining Power of Buyer 15 2) SWOT Analysis 15 Strength 15 Weakness 15 Opportunity 15 Threat 16 1. Abstract In 1978, James Dyson noticed that the air filter of the workshop where the spraying finishing operations on Ballbarrow models was constantly obstructed powder particles (like a vacuum cleaner bag is blocked by dust). He has designed and manufactured industrial cyclone tower, which removed the powder particles by exerting a centrifugal force 100 000 times the force of gravity. The same principle could he operate in a vacuum? James Dyson began to work. Five years and 5,127 prototypes later, the first Dual Cyclone bagless Vacuum cleaner was created. Then a legend of Dyson was come into being. He cooperated with a Japanese companies...
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...out with a simple idea, and by the end it got much more audacious and interesting. I got to a place I never could have imagined because I learned what worked and didn’t work. We have to embrace failure and almost get a kick out of it. Not in a perverse way, but in a problem-solving way.” Design graduate Dyson’s ultimately-successful problem-solving experiments began in 1979. “I’d purchased what claimed to be the most powerful vacuum cleaner on the market,” he tells inc.com. “But it was essentially useless. Rather than sucking up the dirt, it pushed it around the room. I’d seen an industrial sawmill which used something called a cyclonic separator to remove dust from the air, and I thought the same principle of separation might work on a vacuum cleaner. I rigged up a quick prototype, and it did.” It took five years and a further five thousand one hundred and twenty-six prototypes to perfect his design, and almost another decade of failed licensing deals and countless fruitless meetings with distributors before Dyson’s Dual Cyclone vacuum cleaner finally went on sale in the UK in 1993. Having failed to interest any manufacturers in the design, Dyson had mortgaged his house to set up his own manufacturing plant. “I liked living on the edge,” he says. “All those years that my house was in hock to the bank… I liked the danger, the idea that everything depended on getting that next product right in every way.” By 1996 the business was growing rapidly and he needed to consider...
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...The Xtra Vacum 175 May 2007 The Xtra Vacum 175 J. White, a senior product manager at XtraVacum, was excited as he lifted the prototype of a dry piston vacuum pump out of its shipping carton. Management of XtraVacum's new parent company, KPO GmbH, had decided to test its ability to penetrate new market segments within the United States (U.S.). Whereas KPO marketed the 125 under its own name as a platform product to the scientific laboratory and health care segments, XtraVacum would sell it as a derivative product in previously untapped application segments. The division’s vice president, L. Will, had named White to head up a team charged with finding new segments for and then commercializing the 125. White looked forward to the challenge. Success would bring recognition from KPO's senior management. As he placed the steel gray device on his desk, White recited to Will all the product information he could recall. “The Xtra Vacum 175 Dry Piston Vacuum Pump is a fractional horsepower, injection-molded aluminum pump, with a pumping speed of 1.6 cubic feet per minute (CFM). The pump weighs 16.5 pounds. The Xtra Vacum 175 is a reconfigured compressor outfitted with a screen over its input nozzle to catch contaminants. Because it is a compressor, the Xtra Vacum 175 can run longer and cooler than conventional vacuum pumps. This enables the Xtra Vacum 175to function more efficiently at lower pressure levels than competing products. And, the fact that it is injection-molded means that...
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...The Ad That Sucks You Up Jamie Andres The Ad That Sucks You Up For women in the 1940’s the thought of working outside the house was absurd. Cooking, cleaning, and babies seemed to be all the public thought they were capable of. With men being the working type, using women on ads of household appliances seemed to work wonders for the producers. It is believed this advertisement was effective because the producers knew that using women as a cover to a product intended for housewives would make the targeted audience want the product more. Hoover had more going for it than the female targets though; they had bonuses, never seen technology, and great logos to draw people in. They used everything from amazing wording to the way they drew the advertisement for their targeted audience. There is no doubt the Hoover Company made a wise decision with their advertisement techniques in the late 40’s, which benefited their company, due to their targeted consumers. There are different reasons why this advertisement was such a success. On the political side of it, unfortunately you have sexism. Women were expected to stay home, clean house, take care of their children, prepare dinner, and tend to their husband. There were views on women compared to men on an everyday basis in the late 1940's early 1950's. It was not meant in a negative way, it was just the way things were back in that time period. No matter the time frame, in most cases, women were...
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...Vintero, Jewel Deanne B. Marketing 1 BSAc 1 8:30-10:00 AM Daily 1. The wildly successful “Got Milk” campaign from The Dairy Association when used in Mexico brought a lot of attention also: “Are You Lactating?” 2. Coors Brewing slogan “Turn it loose” when converted to Spanish means “Suffer from diarrhea” — uh…I think I’ll just have an orange juice please. 3. Clairol launched a curling iron called “Mist Stick” in Germany. Mist in German is slang for manure. It turns out manure sticks aren’t very popular in Germany. 4. Matsushita and Panasonic were to launch a computer with an Internet browser in Japan. They were going to run a large marketing campaign using the cartoon character Woody Woodpecker. The campaign was put on hold when an American employee realized the translation was “Touch Woody – The Internet Pecker.” This is very bad in American slang. 5. Gerber kept the image of its smiley baby on their jars and packages when they entered the African market. Only later did they realize, as a result of the low African literacy rate, many companies in Africa used pictures on labels to denote what’s inside. 6. Pepsi in China translated their slogan, “Pepsi Brings You Back to Life.” The slogan in Chinese literally means, “Pepsi Brings Your Ancestors Back from the Grave.” 7. Colgate launched toothpaste in France under the brand name Cue, unfortunately that is the same name as an ill-famed pornographic magazine. 8. Parker...
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...Comparison of Vacuum Cleaner Beater Bar Vs. Vacuum Having No Beater Bar Introduction: When we go out and look for a good way to clean the house, the first name that comes to our mind is “Vacuum Cleaner”. But choosing the right vacuum cleaner is not as easy as you think. You have to look for the best options available regardless for the salesman’s commission. The first thing that you have to know is the main thing that you need as an installed component. This article is a full comparison between the two major classes of Vacuum cleaners. The one with the beater bar and the one without the beater bar. This article will cover everything there is to know about it when you buy one yourself. After reading this post, you will have the power to decide yourself with a clearer state of mind. What Is A Beater Bar? The first thing that you need to know here is what exactly a beater bar is. A beater bar is a brush with a rotating mechanism that is attached to it. The brush rotates in such a way that the vacuum finds a better access to wipe the dirt off. How Does A Beater Bar Work? The best thing about a beater bar is that it can actually remove the things that conventional vacuums can’t. The beater bar will help you remove things like hairs, wrinkles and dog hairs (if you have one). The rest of the work is done by the Vacuum entirely. It is a simple and easy...
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...I. Synopsis: Case: The HOOVER COMPANY, Plaintiff, v. BISSELL INC., Defendant. No. 5:98-CV-1088. United States District Court, N.D. Ohio, Eastern Division. March 19, 1999. A. The Hoover Company History: Hoover vacuum cleaners have markets in the United States and Canada. In addition to vacuum cleaners, Hoover also produces and sells high quality washers and dryers. Maytag acquired The Hoover Company in 1989, providing Maytag an important foothold in the highly competitive international market. The company roots back to 1827, when Henry Hoover established a plant near Canton, OH. 80 years later led to him and his sons selling vacuum cleaners after purchasing rights to an electric suction sweeper, which was invented a year before by a guy named Murray Spangler. In 1908, Hoover bought Spangler’s patent, kept him as a partner and soon named the company Hoover Suction Sweeper Co. Hoover than began marketing the sweeper in stores all throughout the country. By 1921, Hoover had gone global and by 1923, sales reached $23 million. Hoover today specializes in all floor care and is a continued leader in the industry (Hoover: Fundinguniverse, 2006). B. Bissell Inc. Company History In 1876, Melville Bissell began marketing his carpet sweeper invention with revolving brushes. The revolving brushes picked up the dust and dirt and deposited it inside the sweeper housing. Being dependent on the rotation of the wheels to drive the sweeping mechanism, it only removed debris from...
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