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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, Home Appliances, Consumer Goods, Branding, New Market Development, Pricing
Strategies, Washing Machines, Advertising, Distribution
CASE ANALYSIS - DYSON VACUUM CLEANER
3
Dyson Vacuum Cleaner
Shifting from domestic to international marketing with the famous bagless vacuum cleaner
International Marketing – Assignment 2
Introduction
The global vacuum cleaners market have had a steady growth rate of two percent from the year 2000 to 2005,1 and reached a total value of more than
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, Home Appliances, Consumer Goods, Branding, New Market Development, Pricing
Strategies, Washing Machines, Advertising, Distribution
CASE ANALYSIS - DYSON VACUUM CLEANER
3
Dyson Vacuum Cleaner
Shifting from domestic to international marketing with the famous bagless vacuum cleaner
International Marketing – Assignment 2
Introduction
The global vacuum cleaners market have had a steady growth rate of two percent from the year 2000 to 2005,1 and reached a total value of more than