Case Study James Dyson

JAMES DYSON CASE Introduction You know the feeling when some everyday product lets you down. You wish someone could solve the problem. throng Dyson does that. He is a man who likes to make things work better. With his research team he has developed products that have achieved sales of over $10 billion worldwide. In 1978, while vacuuming his home, James Dyson realized his bag vacuum cleaner was constantly losing suction power. He noticed how dust quickly clogged the pores of the bag and barricade the airflow, so that suction dropped rapidly.He set to work to solve this problem. Five years and 5,127 prototypes later, the worlds first cyclonic bagless vacuum cleaner arrived. James Dyson offered his invention to major(ip) manufacturers. One by one they turned him down, apparently not interested in new technology. They seemed determined to continue selling bags, worth $ viosterol one million million every year. Later, hoovers vice president for Europe, Mike Rutter, said on U. K. nation al TV, I do regret that Hoover as a company did not take the product technology off Dyson it would have lain on the shelf and not been used. Thinking about the issue of core competency and strategic capability, what is the enigmatical of James Dysons competitive advantages? Early inventions The Sea Truck, Dysons first product, was launched in 1970 whilst he was at the Royal College of Art. Sales of the Sea Truck amount to $500 million. His next product, the Ballbarrow, was a modified version of a wheelbarrow using a ball to replace the wheel. Dyson remained with the idea of a ball, inventing the Trolleyball, a trolley that launched boats. He then designed the Wheelboat which could travel at speeds of 64 km/h on both land and water.Vacuum cleaners In the late seventies Dyson had the idea of using cyclonic separation to create a vacuum cleaner that wouldnt lose suction as it picked up dirt. He became frustrated with his Hoover Juniors diminishing performance dust kept clogging the b ag and so it lost suction. The idea of the cyclones came from the spray-finishing rooms air filter in his Ballbarrow factory. turn partly supported by his art teacher wifes salary, and after five years and 5,127 prototypes, Dyson launched the G-Force cleaner in 1983, the worlds first bagless vacuum cleaner.Unfortunately, no manufacturer or related distributor would launch his product in the UK as it would disturb the valuable cleaner-bag market, so Dyson launched it in Japan through catalogue sales loyal brand A key task for an entrepreneur like James Dyson is to give innovation the right look, literally and metaphorically. Brand image comprises the product, its attributes and its brand personality. guest perception of a product and its attributes are inextricable from its perceived superiority that derives from a range of factors including technical excellence and value for money. Has he been able to hold the rewards of the value he has added? In an attempt to maintain their co mpetitive advantage, Dyson and his colleagues at Malmesbury have continued to develop new innovations. Determined to create vacuum cleaners with even higher suction, they have developed an entirely new cyclone system. Dyson has developed the robot cleaner that not only makes cleaning easier but guides itself even much logically than a human being would. Then, in November 2000, he launched the worlds first two-drummed washing machine, the Contrarotator.Dysons engineers constantly re-examine products of all types, including the washing machine. They found that in the conventional automatic washing machine the fabric is not flexed all that much and that washing by hand gave better results than the single drum machine. So, Dyson developed a machine that would even improve on hand washing. Reputedly, it took four years, a million man hours and ? 25 million to develop the machine, which comes with a built-in jackstones and trolley and a coin trap to capture buttons and loose change.