Dyson Stay Competitor

414 Words2 Pages
1. Introduction “Demand for organizational innovation and technological advantage are increasingly crucial components of competitive strategy for many firms” (Buffa, 1984; Butler, 1988; Miller 1989). Dyson encompasses these components within its business, using innovative strategies and technology to gain a better technological advantage. This report will seek to determine Dyson's competitive advantage and how this helps them maintain their position as the market leader in innovative products. 2. Brief History of Dyson Dyson, an electrical manufacturer, is solely owned by Sir James Dyson, and its headquarters are based in Malmsbury, Wiltshire. Dyson was the first company to introduce a bagless solution to conventional vacuum cleaners. After securing a significant market share in the vacuum cleaner industry, the company decided to diversify in to new products and countries. Dyson's vision is to make products more environmentally friendly and easy to use; his ongoing mission is to promote design and innovation through the production of his products. Today Dyson has a presence in 45 countries and still maintain a 46 % and 32% share in the UK and US Vacuum cleaner market, respectively (Telegraph, 2008). 3. Competitive advantage using innovation Simply put, innovation is the process of transforming opportunities in to new ideas and of putting these ideas into common practice (Tidd et al, 2001). Dyson shows how innovation and different ways of creating and adding value through design can distinctly change an industry. “Innovation enabled Dyson, a newcomer in the domestic appliances industry to become a market leader and force a reaction from established manufacturers in that market” (Thompson and Martin, 2005). According to Kotler et al. (2009) competitive advantage is gained by offering consumers greater value, either through lower prices or by
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