Dyson is a technology company that was established during the year 1991 and is headquartered in Malmesbury, England. It is a British company that designs and manufactures many household appliances like air purifiers, vacuum cleaners, hand dryers, bladeless fans, hair dryers, heaters, and lights. Started with the invention of the bagless vacuum cleaner by James Dyson, at present Dyson machines are seen in about 65 countries across the globe.
Over the years the company has grown from one man and one idea product to a technology company having more than 1000 engineers across the globe. It also has an ever-growing team that contains engineers and scientists. When there are more of them, then more ideas flow that leads to more invention.
The initial research, design, and development of Dyson technologies are done at Dyson headquarters. The research team works hard daily to constantly find out ways to create new products and make things work better.
During the year 2015, Dyson has invested in a joint robotics lab in collaboration with Imperial College London to investigate vision systems and to engineer a household robot. During the year 2001, the company was about to launch a robot vacuum, but James Dyson stops the production as it had turned out to be a heavy product and a slow one. During the year 2011, Dyson had invested in a Dyson Chain at the University of Cambridge.
It had also invested many pounds in the Dyson research brand to investigate the next generation of Dyson digital motor and motor drive during the year 2012 at Newcastle University.
James Dyson has initiated the James Dyson Foundation that aims to motivate young people to take up engineering and become engineers. They do this by making a visit to schools and universities and provide workshops for young people.
Through this article let us discuss the SWOT analysis of Dyson.
Strengths in the SWOT Analysis of Dyson
- Innovative Products – Dyson designs and manufactures many household appliances like air purifiers, vacuum cleaners, hand dryers, bladeless fans, hair dryers, heaters, and lights.
- High Quality – All Dyson product are designed and manufactured with great care. They are of high quality and every care is taken that each product goes through a quality check.
- James Dyson Foundation – James Dyson has initiated the James Dyson Foundation that aims to motivate young people to take up engineering and become engineers. They do this by making a visit to schools and universities and provide workshops for young people.
- Research and Development – Research and Development plays a vital role in the success of Dyson. The initial research, design, and development of Dyson technologies are done at Dyson headquarters. The research team works hard daily constantly find out ways to create new products and make things work better. Every angle of research is given a keen focus.
- Huge Workforce – Dyson has about 12,000 employees working for them across the globe. Each of their employees contributes to the success of the products.
- James Dyson Awards – The company has initiated James Dyson Awards that is an international student design awards that run in about 18 countries. This scheme is being executed by the James Dyson Foundation and James Dyson’s Charitable trust that is a part of its mission. This has been established with the mission to encourage the next generation of design engineers to motivate them to be challenging, creative, and inventive. This award is presented to students and the university of their studies.
- Great Designs – Dyson produces new and great designs for each product. Each product is unique and is produced with bright colors that go with the design and the products.
- Great Technology Usage – The Dyson team is enthusiastic with digital and mobile markets.
- A Strong Team – The Dyson team is motivated, and the team has diverse skills amongst them.
- Strong UK Awareness – Dyson has a strong influence in the UK market as its products tend to gel with the UK crowd.
- High price – Dyson products are prices little high as compared with its competitors. This can be a great weakness for the company as they might tend to lose customers.
- Lawsuits and Controversies – Dyson had entered a lawsuit with Amway, Qualtex, Vax, Samsung, and Excel Dryer. During the year 1985, Dyson had sued Amway for copying its design. Dyson also sued the manufacturer of the parts Qualtex for copying the design. There are few more where Dyson has entered controversy thereby spoiling its reputation.
- Criticism regarding Foreign Students – During the year 2011, James Dyson happened to mention in his interview for The Sunday Times, about Chinese nationals. He had indicated that British Universities were taking Chinese nationals to pursue engineering and spy on the departments where they are working. He also mentioned that this is done to enable the Chinese nationals to take technology back to China.
Opportunities in the SWOT Analysis of Dyson
- Global Expansion – Dyson sees a lot of opportunities if they expand its production and sale further across the globe.
- Enhancing Product Features – Dyson can include new features in their products. This will meet customer requirements. This will provide a rich customer experience.
- Online Presence – Dyson provides the ability to purchase online from multiple retailers.
- UK has a strong Home Décor Requirement – Home Décor has been an evergreen market in the UK. This provides more opportunities for Dyson to expand its growth and business.
- Market Fluctuation in the UK – There has always been market fluctuation for the UK Housing market. This is a huge threat to the company.
- Cheaper Products – Availability of cheaper products in the market is a serious threat to the company. The Customer would tend to purchase cheaper products that might hit the Dyson business.
- Strong Competitors – Dyson faces strong competition from its competitors. The competitors have high brand power that can be a serious threat to their business.
- Delay in Product Launch – When there is a delay in launching a product, it is, in fact, a huge threat as there can be a chance that a similar product is launched by its competitors.