Dyson has a specific strategic positioning. Identify some main competitors and compare the approach of Dyson with those of the other companies in the market. Where do you see similarities and where...

Dyson Case Study
Question 1: Dyson has a specific strategic positioning. Identify some main competitors and
compare the approach of Dyson with those of the other companies in the market. Where do
you see similarities and where are the differences?
The main competitors of Dyson are as follows:
1. Eletrolux : Eletrolux is the biggest competitor for Dyson because the company has wide
range of models for vacuum cleaners with different usages. They are also more widely
recognized since they are the second largest manufacturer of kitchen supplies. Eletrolux has
already established wide distribution channels worldwide including Korea and other parts of
Asia, which will give them big advantage against Dyson.
2. SEB group: Although SEB is smaller manufacturing company, it can be a great threat to
Dyson, who is trying to get into developing market. SEB’s Neo vacuum cleaner shows
outstanding design with very high performance.
3. Bosch: The Company’s strength is mainly in Western Europe. Since Dyson is focusing
on international marketing, Bosch is not much of a threat to Dyson. Since many popular vacuum
cleaner manufactures are located in Western Europe, Dyson could try to set up regional
headquarters in Asia, Eastern Europe and Latin America to stay closer to the consumers.
Question 2: Identify a company in another industry with a similar emphasis on design.
Compare that company’s approach to operations, strategic positioning, and leadership to
Dyson. Analyze the impact of quality, speed, dependability, flexibility and cost from a
customer oriented and from a company oriented perspective. What role does the
Operations process play at Dyson? How are Innovation and Operations working together?
How could it be improved at Dyson?
One of the other companies in another industry...