Factors of Dyson's Competitiveness and Sustainability - Case Study Example

Section A A. Dyson has looked at making change in the marketing and other strategy so that the business is able to gain competitive advantage. Dyson has ensured that they develop their strategy based on the changing market environment which has thereby helped to ensure that the organization is able to with stand competition. Dyson management has understood the manner in which the different factors of the environment are evolving and based on it has reformed their strategy. Dyson has understood the manner in which the competitors have looked towards developing new vacuum cleaners which don’t have bags that needs to be cleaned. This has been possible only due to the new developments that have taken place. This has been matched by the fact that the products offered by other players are cheaper. This has increased the penetration rate of different players in the market and has thereby reduced the market share for Dyson. Dyson to ensure their long term competitiveness and sustainability have looked towards moving their production unit from UK to Malaysia. This will provide Dyson with an advantage as they will be able to take advantage of the low cost of manufacturing. Since, Malaysia has an advantage of producing goods at a lower cost than presently it can has provided an opportunity through which it can deal with competition. Dyson by having its production unit outside UK to Malaysia will be able to reduce the overall cost by 15% which can be passed on to the customer and will thereby help to improve the penetration rate and market share of Dyson. Moving out of UK will help to provide a long term sustainable advantage to Dyson as the organization will be able to use the low cost advantage and produce products based on the customer requirements. This will help Dyson to deal with competition in an effective manner as having a higher quality product at a lower cost will ensure that more and more customers purchase the product (Doyle, 2008). This is being matched by the fact that Dyson further looks towards ensuring that it will work on the same business model it has being using. The company still looks to ensure that research and development is carried out in UK which will ensure that the future products which are developed will be according to the needs and requirements of the local person. Having a research and development center in UK will help Dyson to understand the needs and requirements of the local people and based on it the necessary changes can be made (Beal, 2000). This will help the organization to penetrate deeper into the market and will create an opportunity through which the business will be able to understand the market better and deliver products based on the needs and requirements of the customers in the local market. In addition to it Dyson has looked at providing specialized services to its customers where they visit the different houses and collects their cleaner and repairs and cleans them free of cost. This is a differentiating factor compared to other players in the market as no other player focuses on providing the same services free of cost (Porter, 2004). This will act as a long term sustainable advantage as Dyson through this strategy will be able to provide quality products to its customers at the most competitive rates. Dyson to ensure long term sustainability has further looked towards reducing the risk by moving into other business arenas. This has opened the gate and provided an opportunity through which the organization will be able to move in different areas. Working on different products has helped to pass on the risk form one area to another and will thereby provide an opportunity through which the chances of long term sustenance become easy. Dyson has thereby focused on the long term and looked towards making adjustment and changes in their strategy so that they are able to keep the focus. Taking steps and moving in the direction had provided an opportunity through which the organization will be able to use its resources in such a manner that the overall effectiveness can be increased. The present move by Dyson provides an opportunity where the organization will be able to develop their business model further and will be able to face competition in a better manner. This will thereby act as a point through which the long term growth and development do the business will become possible in the future. B. Dyson has to stress on the importance of improving their market share if they look towards a long term sustainable advantage. This will require focus and staying ahead of competition. The organization has taken steps in the same direction by shifting their production unit to Malaysia which will provide them a low cost advantage and provide an opportunity where the same product can be manufactured at a lower cost. This has to be matched by the same quality service which they are offering presently. Dyson has looked at providing specialized services to its customers where they visit the different houses and collects their cleaner and repairs and cleans them free of cost. This is a differentiating factor compared to other players in the market as no other player focuses on providing the same services free of cost. The organization needs to be consistent with it and has to focus on maximum customer satisfaction. An important aspect which Dyson needs to consider for their long term sustainable advantage is the development of their research center which will help to understand the needs and requirements of the customers. This will also help them to stay ahead of competition and will provide the basic framework through which the quality of service can be greatly improved. Dyson has to ensure that the research and development team understand the requirements of the people of UK and based on it develop new products and services which will add towards long term advantage for the organization (Roper and Davies, 2007). The company still looks to ensure that research and development is carried out in UK which will ensure that the future products which are developed will be according to the needs and requirements of the local person. Having a research and development center in UK will help Dyson to understand the needs and requirements of the local people and based on it the necessary changes can be made. This will help the organization to penetrate deeper into the market and will create an opportunity through which the business will be able to understand the market better and deliver products based on the needs and requirements of the customers in the local market. This is a great advantage and strategically decision which has been taken by the management and will provide long term benefits to the customers. Another important step which Dyson needs to look at is developing a culture in UK where they look towards hiring people. Recently, shifting of their operations from UK to Malaysia has resulted in rising unemployment and is an aspect which needs to be understood by the management. This will require that the management looks at contributing towards the society. This can be largely achieved by providing employment opportunity and looking towards developing a model which is aimed at the development of the community (Russo and Clark, 2008). This will help Dyson to be associated with the common people and will provide an opportunity through which the organization will be able to distinguish themselves from others in the market. This will act as a parameter and a stone through which the overall development of the organization will become possible. Dyson along with it needs to look at developing their operational aspect which help towards smoothing the services and will provide an opportunity through which better services will be rendered. This will be an add-on to their main product and will look at attracting people in a different way. The different strategies to attract different section of the society will thereby lead and provide the required direction through which better efficiency will be measured and the organization will be able to ensure better operations. Thus, Dyson needs to look towards working on certain areas and has to formulate strategies keeping the long run in mind. This will help them to work and develop better products and services for the community and will provide an opportunity through which they will be able to attract people from different section of the society. This will help them to gain a competitive advantage and will provide the required framework through which overall development of the organization becomes possible. Part B Question 3 The manner in which the international and other markets are evolving have resulted in widespread changes in which people look at factors while looking to select an tourist destination. Tourist nowadays look towards ensuring that they are provided with additional value over the amount they pay which has made the different tourist places to make widespread changes so that the needs and requirements of the people can be satisfied. This is thereby examined by looking at Australia as a tourist destination which looks to provide tourist with different amenities and aims at maximizing the satisfaction level of tourists. Australia aims at promoting its tourist destination by highlighting the manner in which importance is being laid on culture and promoting its culture by looking towards highlighting the manner in which different aspect of tourist requirements are being fulfilled. The changes in the global marketing environment has brought wide spread changes in the manner tourist are attracted (Waeraas, 2008). The changes is being felt in the marketing aspect as different regions of the world are looking towards attracting people towards their place by highlighting the different opportunities and avenues which they will be provided with. This is being matched by the fact that different destination further aims towards highlighting some of the special features and artifacts which will look towards attracting people from all nook and corner of the globe. This requires that tourist places in Australia look towards promoting their destinations through different medium so that more and more people can be attracted towards their destination. This is clearly evident by the steps taken by the Australian government where they have looked towards transforming the Australian economy and aim at attracting people from all around the globe by showing the manner in which different aspect of tourist requirements are being fulfilled (Syed and Da Silva, 2007). Australia on this regard has further looked towards ensuring that the tourists are provided with something extra by looking to distinguish themselves from others. This has resulted in shaping the tourist industry in the country and has resulted in shaping the overall performance so that better achievement of the goals becomes possible. Further, the manner in which the overall environment has changed especially the political environment has resulted in creating situations where the entire fraternity needs to develop an environment which will look towards ensuring maximum development of a region. The manner in which increased terrorist attack and other incidents have increased has raised concerns regarding the safety of tourist. This is being aided by different demonstrations and protest all around the globe which has increased the level of difficulties for tourist. This is an political aspect which needs to be looked quickly and the problem needs to be fixed so that the tourism sector continues to experience growth and is able to develop a standard which will help to evaluate the overall performance in the most effective manner. Australia needs to address the above stated political issues and has to develop ways through which safety of tourist is addressed. This will require special effort from the government and other agencies which will be aimed towards developing an environment which will look towards ensuring that an environment is developed which will protect tourist (Hines, 2006). This has to be addressed as a special issue and steps have to be taken which will be aimed towards reducing the difficulties and developing a culture which will look towards protecting the tourist. This has to be matched by the development of new rules and regulation which ensures minimum protest and even if it happens tourist is kept out of its purview. The different steps will require strong efforts and steps from all direction are Australia looks towards gaining a long term advantage. Australia has been to some extent develop a culture which has ensured minimum penetration of conflicts and have ensured safety of tourist. This needs to be highlighted and strong rules and reforms needs to be passed which will pacify the tourist and act as a point through which the tourism sector will be able to highlight the different benefits and attract people. This has to be matched by aggressive advertising where they need to highlight and distinguish their places from other tourist places. This will require highlighting their strengths and showing the world the manner in which they are committed towards improving the entire tourism industry (Drummond, Ensor and Ashford, 2007). This is clearly evident by the steps taken by the Australian government where they have looked towards transforming the Australian economy and aim at attracting people from all around the globe by showing the manner in which different aspect of tourist requirements are being fulfilled. Australia on this regard has further looked towards ensuring that the tourists are provided with something extra by looking to distinguish themselves from others. The different steps will help to develop the basic framework which will provide an opportunity and scope through which the overall performance improves and Australia is able to attract more and more tourist. Australia along with it needs to look at developing their operational aspect which help towards smoothing the services and will provide an opportunity through which better services will be rendered. This will be an add-on to their main product and will look at attracting people in a different way. The different strategies to attract different section of the society will thereby lead and provide the required direction through which better efficiency will be measured and the organization will be able to ensure better operations (Aaker and McLoughlin, 2007). This will help the tourist to understand the culture better as promoting the culture and looking to gain operational efficiency by improving the overall performance will shape the entire working style and will help to promote Australia as a better tourist destination. Thus, working on the smaller aspect and looking towards developing the tourist places and highlighting the manner in which tourist will be provided with something extra will help to gain long term sustainability. This will also help to bring a complete turnaround in the performance and will thereby help to improve the working style which will ensure better opportunities of growth. This requires efforts from all areas and sectors which will help to revolve the entire performance and help to develop a culture which will look at long term safety and excitement for the tourist. References Aaker, D. and McLoughlin, D. 2007. Strategic Market Management European Edt John Wiley Beal, R. 2000. Competing Effectively; environmental scanning, competitive strategy and organisational performance in small manufacturing firms, Journal of Small Business Management 38(1), pp 27-47 Drummond, G., Ensor, J. and Ashford, R. 2007. Strategic Marketing Planning and Control, Butterworth Heinemann Doyle, P. 2008. Value Based Marketing; Marketing strategies for corporate growth and shareholder value, 2nd edt John Wiley Hines, A. 2006. Strategic Foresight; the state of the art, Futurist, 40 (5) 18-21 Porter, M. 2004. Competitive Advantage; creating and sustaining superior performance NY Free Press Russo, J. and Clark, K. 2008. 15 trends for 2015 Convenience Store News Vol 44(1) 44-46 Roper, S. and Davies, G. 2007. The corporate brand; dealing with multiple stakeholders, Journal of Marketing Management Feb 23 (1/2) p75-90 Syed, Alwi S. and Da Silva, R. 2007. Online and offline corporate brand images; do they differ, Corporate Reputation Review Winter 10 (40) pp217-244 Waeraas, A. 2008. Can public sector organisations be coherent corporate brands, Marketing Theory 8 (2) pp205-221 Read More