Dyson's Case Study

718 WordsNov 13, 20113 Pages
CASE STUDY n°2: DYSON 1) Analyze of the strategic capabilities of Dyson The strategic capabilities are a set of capacities, resources, and skills that create a long-term competitive advantage for an organization. In this case study, the Dyson’s company is present worldwide, in particular in 46 countries and is supplying competitive market such as Japan, USA, China. In addition, products are marketed as innovative, robust, different and more efficient than the other companies’ products. Each product proposed by Dyson is distinctive. Most importantly, the company mainly focuses on the engineering and design of its products. These two points are the real strength and make the difference of Dyson. Indeed their investment in R&D has quadrupled in between 2004 and 2009 in order to stay competitive. There is a strong company spirit / corporate spirit in Dyson R&D, they encourage engineers to develop prototypes and push them to create innovation. Half of the profits are reinvested in the research and into new ideas, prototypes. Dyson’s strategy is also to promote the idea that every Dyson’s product is an innovation. Finally Dyson believes in the protection of its patent in order to maintain is competitiveness. This is the reason why Dyson is not subcontracting the manufacturing of its products (unlike Apple for instance) and is managing both design engineering and manufacturing. 2) To what extend the strategic capabilities of Dyson could be imitated by competitors? Competitors, especially in these areas, could imitate several capabilities of the Dyson’s company: * Technology and design (technological product, bright colors, durability). However the competition would have difficulties to copy because of the large number of patents on Dyson’s innovations. They have the possibility to create a product that looks the same and seems to have the same

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