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Corporate objectives

Identify what comprises strategic capabilities in terms of organisational resources and competences and how these relate to the strategies of organisations. Distinguish between basic and unique resources. Analyze the business functions of the company.

Vision

The vision is to enhance the performance of the organization and establish its pillars within the competitive market segment.

The mission of the company is to provide encouragement for the design engineers of the next generation in order to be creative, challenging and invent.

Dyson reflects efficient means of engineering.  The CSR team works by ensuring that the workers are treated very fairly and the environment including the workplaces remains safer.

PESTEL analysis

Political factors:

It has been seen that throughout the UK and the US the political factors remains merely in the favor of the home companies. At home, the Duson's role as becoming the conservative party’s technical czar created an impact as soon as the government announced the increment of the rate of development and research of tax credit to nearly 225% merely for the mid-sized business which became effective from April 2012.  Moreover, the vested regulations like the EU experts have imposed restrictions on the desired power used by the machines such as the vacuum cleaners (Al-Hakim and Memmola, 2009). EU have also summoned for the development of the new technologies in order to reduce the power input for saving the energy consumption. EC required the desired power input to get cut till the year 2014 nearly to 500 watts merely for the respective upright cleaners and for the canister cleaners it was 750 watts (Baran and Galka, 2013). This resulted in the declination of the sales and this type of the bureaucratic laws merely forces the different companies to keep pace with the innovations by the expansion of the competition. It becomes very important for Dyson to open doors for the similar type of the changes.

Economic:

During the year 2010 and 2013, there were several small companies who returned to the same levels of growth but the vacuum cleaners were predicted to seen slow rate of growth.  The capturing of the retail growth in china as well as in India will focus the growth of the sales and will help in ease pressure of the concerned western markets. The reports critically indicate that in the developing countries the growth rate was projected up to 6.7 percent.  In most of the developed countries the company was performing well and the people who were staying at their home for the longer time, the demands for the disposal homes got increased merely for the homely gadgets (Berk and DeMarzo, 2014).  But the moderate incomes throughout the emerging market segments remained the matter of scrutiny as it was favorable for the premium price of Dyson. 

External analysis

Social factors:

The social factors create a great impact on the execution of the business process of any of the company concerned.  The contribution of the Dyson Company was recognized on large numbers having effective and efficient charitable ventures like the global workshop in order to bring out the best design and engineering (Blank Page, 2014). The rewarding programs for the engineering students contributed towards the development of the society on large numbers. There was the outsourcing of the jobs throughout the different countries such as Malaysia, china and much more and was through the testing labs.  Expansion of the job openings for the youth throughout the different parts of the world is the key strengths of the company.

Technological factors:

This is one of the important factors that helps ion increasing the growth of the organization to a large scale.  There are some of the well-known developed countries who accounted for 68% of the total robotic vacuum cleaners selling in the year 2011.   This market changes mainly due to the robotic design and the needs of the new technologies are quite high and considering the other regions or the areas the demand for the vacuum cleaners proved to be very high (Dalum and Midtgaard, 2011).   Therefore, there is a crucial need for the implementation of the innovative tools as well as innovative techniques for the evaluation and growth of the entire business processes of Dyson.

Environmental factors:

 The common topic for most of the companies is global warming. As per the rules and regulations of the UK government, businesses or the various companies needs to participate in the waste disposal or in the reducing as well as recycling of the wastes in order to make the environment a safer place for the people (Dyson.co.uk, 2016).   In responses to these regulations, there are companies like VAX who have reduced nearly 50% polystyrene throughout their packaging.   Dyson also follows the rules as well as the regulations of the government in reducing and recycling of the wastes related to the electronic equipment and has created a great positive impact on the environment.

Legal:

In this particular sector, the desired fight for the infringement for securing the design as well as the technology of the different vacuum cleaners was common for the companies.  The facts reside that in the year 2010, the company significantly lost the legal case against one of the well-known company VAX limited.  Therefore, there is a crucial need for each of the companies of any field to execute their respective business processes as per the rules and the regulations of the government (Ehrhardt and Brigham, 2011). There were some of the legal matters related to the payment made to an engineer and this case was in the high court of England. Thus, it became more important to establish the desired pillars of the company following the rules as well as the regulations of the government.

Porter's Competitive Forces Analysis

Porter's five forces are the desired framework which will help in recognizing the competition level within a particular industry. Moreover, it helps in the development of the business processes of the organization.

Buyer power:

In this, the power remains in the hands of the buyer. The availability of the more options having low-end cost prices brings out discouragement for the customers.  The customers or the buyers can bargain from the variety of the products available and there are other companies available who provide the similar products with similar features.   There is the wide variety of the retail point of the purchase.

Supplier power:

In the manufacturing and the designing of the houses provides great benefit in the leading time and maintains the flow of the desired supply chain. The high amount of investments in the R and D becomes a competency for the entire organization (Ehrhardt and Brigham, 2011).  There are more than 350 of the engineers as well as scientists who use the latest technology and innovation in order to increase the power of the suppliers.   In order to increase the selling of the products, the company has more than 120 special types of the testing center stations throughout Malaysia.  

Threat of the new entrants: 

A new entry within the market segments critically increases the competition level for the existing companies.  On the other hand, there is less amount of threat to the company as there is difficulty in the R and D innovation for the competition (Harrison, 2011).  It becomes very hard for competing with the brand presence as well as the quality of the products.    M & A may be the desired way for fresh companies in relation to the bold threat.  Therefore, the companies need to implement effective strategies regarding the threat from the new entry into the market segments.

Threat from the substitutes:

There are uncertain economic conditions for the Dyson Company. The increment in the design and technologies in the field of vacuum have created the potential threat for the respective products of Dyson. The cases of the M & A are accepted to continue, which creates a threat for the products of the company (Johnsen, 2009).  There are substitutes available from the different companies and this creates a tough penetration within the new market segments where the brooms are used instead of the vacuums. 

Competitive rivalry:

There are some of the main competitors within this industry having the similar scale and strength which competes for the larger marginal growth areas.  The implementation of the advanced technologies as well as the innovation provides the desired competitive edge to the company as compared with that of the other companies (Khachidze, 2012).  There are two of the common trends for the market invasions, they are merger and acquisitions.

Organizational Resources Audit

The VRIN framework helps in analyzing the strategic capabilities of Dyson, which are mentioned below:

 Value

The primary aim of Dyson is to solve the issues and improve the preferred traditional products. Moreover, the company wants to innovate its products by improving the designing of the concerned products. So the exceptional R&D is very significant in enhancing the manufactured goods.

Rarity

Dyson has numerous competitors which offer the very cheaper contrast to Dyson. The company is providing the finest value product just before the community.

Inimitability

As there have numerous competitors throughout the competitive market, it is probable to reproduce its goods. But it becomes very difficult for doing that, because the company has numerous patents related to their product, such as the Root Cyclone expertise, and it have filled up with nearly 564 patents of it, so in a case of extra vacuum cleaner it cannot employ this particular technology.

Non-substitutable

In fact, the Dyson's goods can be alternated by extra company's goods. But the brand name cannot be substituted and this is a great advantage for Dyson.

The company was looking forward to focusing more on the innovation as this could help in evaluating the desired growth of the company related to the vacuum cleaners.  It is a British company that designs as well as manufactures vacuum cleaners, bladeless fans hand dryers and the heaters (Dyson.co.uk, 2016). The company has given priority to the advancement of the designing and the technical advancements of the machinery merely for the vacuum cleaners.   The company executes its business process in more than 70 countries throughout the world.  There were several competitors in this particular industry related to the designing and manufacturing of the vacuum cleaners but the company had given priority to increasing the capability of the engineers (Okumus, Altinay and Chathoth, 2010). The company is facing tough competition from many of the well-known companies related to the designing and manufacturing of the vacuum cleaners. Therefore, in order to capture the entire market segments the company has formulated several strategies as improving the designing and the implementation of the new innovative tools swell as techniques.

Key Market Segments Analysis

The different forms of the competition stand at various levels within the global as well as the domestic market segments. The US market segments are mainly led the by the Techtronic Industries corporation limited which was contributed by Hoover as well as the Dirt Devil. The selling of the vacuum cleaners was in large numbers and it encountered a global presence which appeared as a potential threat (Sensmeier, 2009). There were several other companies throughout the market segments’ which provided the desired importance to the designing of the product. Innovation, as well as the advancement of the technology, played the most important role in increasing the competition in this particular industry (Special Issue of Strategic Organization: "Strategic Management Theory and Universities", 2015). 

In order to compete with the other companies and maintain its position throughout the UK, the demand for the innovation increased significantly for Dyson.  This can easily be achieved by the supply chain management and the in-house capability of the Company. Innovation is considered to be the most important for the development and the growth of the organization. The pricing strategies of the company related to the vacuum cleaners have provided the desired platform to evaluate the growth of the organization (Spedding, 2009).    The products sales of the competitors were high during the initial stages of the firm.  The economic conditions remained very uncertain throughout the developed market segments.  Implementation of the advanced technologies and the innovation provides the desired competitive edge to the company as compared with the competitors.

Ansoff’s Matrix for Dyson

Figure: Ansoff’s Matrix for Dyson

The Ansoff matrix evaluated the fact that Dyson has formed several strategies for selling of its products and to evaluate the growth of the organization throughout the competitive market.  The company has decided to enter into new market segments where there are 45 of the countries who are still expanding having the previous or existing products (Stroke: latest treatment options in acute management, 2015).  The next strategy is to a development of the products with new features as compared with the existing products in order to capture the entire market segments.

Suitability

The most appropriate choice of the ANSOFF matrix is the product development and the company needs to0 develop the products as per the reliability of the users. The changing trends throughout the market segments have forced towards modification of the products and the competitors are doing this very systematically. Therefore, the implementation of the innovative tools will help Dyson in evaluating the growth of the organization (Swedish glossary for corporate finance, 2013).  Ranking of the strategic options as well as the decision trees will help in evaluating the suitability of the product development.

The designing and the manufacturing of the products are considered to be more important and, therefore, the company needs to manufacture its products with the help of the new and innovative machinery. This will help in bringing out the innovation for the development of the best vacuum cleaners for the customers (Triggle, 2015).  In this section, the returns, risk, and the stakeholder's reactions are considered to be most important.

Breakeven analysis with the help of the cash flow analysis helps in bringing out the desired facts for the identification of the feasibility of the product development (Truss, Mankin, and Kelliher, 2012). The company needs to identify and collect the desired resources which are required for the development of the products as this will help in increasing the selling of the vacuum cleaners within the market segments.

Conclusion

Dyson is a British company that designs as well as manufactures vacuum cleaners, bladeless fans hand dryers and the heaters. The company has given priority to the advancement of the designing and the technical advancements of the machinery. The company executes its business process in more than 70 countries throughout the world.  There were several competitors in this particular industry related to the designing and manufacturing of the vacuum cleaners.  This report reflects the strategic analysis of Dyson’s business processes.

The company needs to work on the quality and the pricing satieties of its products. Moreover, the priority should be given to the use of the innovative tools and techniques in order to keep pace with the other competitors. The engineers need to increase their skills in order to bring out innovation in the products.

Yes, the company is significantly capitalizing its strengths efficiently and effectively with the help of the strategic choices. The main weakness was in the designing as well as in the pricing strategies of the company related to its products. Now, the company with the help of effective strategies is able to manage the competitors effectively. Yes, there was the contradiction between the strategic choices of the company and its vision but it can be overcome with the help of innovative tools and techniques.

References

Al-Hakim, L. and Memmola, M. (2009). Business web strategy. Hershey: Information Science Reference.

Baran, R. and Galka, R. (2013). CRM. Hoboken: Taylor and Francis.

Berk, J. and DeMarzo, P. (2014). Corporate finance. Harlow: Pearson Education Limited.

Blank Page. (2014). International Strategic Management Review, 2(1), p.IFC.

Dalum, C. and Midtgaard, J. (2011). Strategisk regnskabsanalyse og værdiansættelse af Carlsberg. Frederiksberg.

Dyson.co.uk. (2016). Dyson vacuum cleaners, fans, heaters, accessories & spares | official site. [online] Available at: https://www.dyson.co.uk/ [Accessed 31 Mar. 2016].

Ehrhardt, M. and Brigham, E. (2011). Corporate finance. Mason, OH: South-Western Cengage Learning.

Harrison, D. (2011). How the latest mental health strategy can guide practice. Nurs Residential Care, 13(7), pp.341-344.

Johnsen, H. (2009). Strategisk regnskabsanalyse og værdiansættelse af Dampskibsselskabet Norden A/S. Frederiksberg.

Khachidze, V. (2012). Contemporary research on E-business technology and strategy. Berlin: Springer.

Okumus, F., Altinay, L. and Chathoth, P. (2010). Strategic management for hospitality and tourism. Amsterdam: Butterworth-Heinemann.

Sensmeier, J. (2009). The latest? A shift from operations to outcomes. Nursing Management (Springhouse), &NA;, p.2.

Special Issue of Strategic Organization: "Strategic Management Theory and Universities". (2015). Strategic Organization, 13(4), pp.365-367.

Special Issue of Strategic Organization: "Strategic Management Theory and Universities". (2015). Strategic Organization, 13(2), pp.163-165.

Spedding, L. (2009). The due diligence handbook. Amsterdam: CIMA.

Stroke: latest treatment options in acute management. (2015). The Pharmaceutical Journal.

Swedish glossary for corporate finance. (2013). Harlow: Pearson Education Limited.

The local and regional impact of the Union Civil Protection Mechanism. (2012). Luxembourg: Publications Office.

Triggle, N. (2015). Moving on from where the Cancer Drugs Fund failed. Cancer Nursing Practice, 14(8), pp.8-9.

Truss, C., Mankin, D. and Kelliher, C. (2012). Strategic human resource management. Oxford: Oxford University Press.

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