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Prize winner
Case
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Reference no. 599-051-1
Subject category: Marketing
Authors: Marika Taishoff (Imperial College London); Sandra Vandermerwe (Imperial College London)
Published in: 1999
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This is the first of a three-case series (599-051-1 to 599-053-1) which focuses on the unexpected and extraordinary international success of James Dyson, an iconoclastic British entrepreneur, and his Dyson Dual Cyclone vacuum cleaners. In the process, the case series also suggests that some adjustments may have to be made to Dyson''s marketing strategy if the firm is to enjoy growth and the continued success it has had since its debut in 1993. Case A charts how Dyson created break-through value for a brand in a mature market, tracking the development, production and marketing of a new kind of vacuum cleaner. The apparatus is characterised by its unique functional properties - cleaning via centrifugal force which does not require a bag, like all the other vacuum cleaners do - so maintaining constant suction and filtration. Case B examines the international marketing strategies employed by Dyson as it pursued various growth options, and Case C examines the role and impact of emerging e-business models on Dyson in particular, and on manufacturers and retailers generally, regardless of what they make or sell. This case contains colour exhibits.
Location:
Size:
GBP170 million, 1,000 employees
Other setting(s):
1990-1999

About

Abstract

This is the first of a three-case series (599-051-1 to 599-053-1) which focuses on the unexpected and extraordinary international success of James Dyson, an iconoclastic British entrepreneur, and his Dyson Dual Cyclone vacuum cleaners. In the process, the case series also suggests that some adjustments may have to be made to Dyson''s marketing strategy if the firm is to enjoy growth and the continued success it has had since its debut in 1993. Case A charts how Dyson created break-through value for a brand in a mature market, tracking the development, production and marketing of a new kind of vacuum cleaner. The apparatus is characterised by its unique functional properties - cleaning via centrifugal force which does not require a bag, like all the other vacuum cleaners do - so maintaining constant suction and filtration. Case B examines the international marketing strategies employed by Dyson as it pursued various growth options, and Case C examines the role and impact of emerging e-business models on Dyson in particular, and on manufacturers and retailers generally, regardless of what they make or sell. This case contains colour exhibits.

Settings

Location:
Size:
GBP170 million, 1,000 employees
Other setting(s):
1990-1999

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