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1. Innovation

   • Dyson has been great at being innovative and it's one of the reasons behind its huge success, however to succeed in the coming years, it has to keep impressing consumers and release products that stay ahead of its competitors in every aspect. Dyson also offer complementary services such as engineer visits when something can't be fixed over the phone.

2. Automation

   • Dyson already relies on over 50 robots to produce certain items such as motors for it's products. This increases the quality of the motors as they need to be assembled with great accuracy and precision for them to funtion properly which isn't easy for humans to do. This creates high quality products that work well which helps raise the customers perceived quality which can be seen by the reviews given for the DC41 model on Amazon which has over 75% of reviewers giving it 4 or 5 stars. It also means Dyson are more likely to pass quality control tests which decreases money lost in wasted components.

3. Patents

   • Dyson has several patents which allows them to keep their USP without competitors copying the idea such as their bladeless fans, however as older patents expire such as their bagless vacuums, Dyson has a greater threat of competitors creating similar but cheaper products which will decrease demand as the price of its substitute goods are cheaper.

4. Investment in R&D

   • In 2014 Sir James Dyson said he was going to invest £1bn over the coming 4 years into R&D (Powley, 2014) and planned to release 100 new products and so far Dyson has kept it's word and is investing £5m every week into R&D. Dyson's investment in R&D helps increase its product's life cycle as products will most likely stay in the maturity stage for much longer and it's expansion of its product line gives it a competitive edge over Hoover and Vax, it's biggest rivals.

5. Pricing Strategy

   • Almost all of Dysons products are priced over £200. This high price gives the customers a higher perceived quality and therefore may be willing to pay more for it. However if Dyson decrease their prices, it may lose some customers that perceive the quality as poor because of the cheaper price however it'll most likley gain demand from those with lower incomes such as students. Due to it's high prices, it may also be periceived as a luxury good and therefore Dysons demographic will most likely be middle class individuals whereas due to Vax's cheaper products, they may attract a wider target market which also include individuals with lower incomes.

6. Employees

   • Employees need to be kept motivated by their managers in order for them to be productive. Demotivated employees cause a decrease in output and poorer quality at the end of the production line as they won't be putting in much effort into their jobs. A few ways managers can improve motivation is by increasing the employees salaries however this will cause an increase in cost price or they can improve working conditions. A survey done by Statista in 2015 questioned over 1600 UK based companies about job satisfaction and Dyson came at 5th place whereas Hoover and Vax didn't even make the top 50.

7. Packaging

   • Dyson states that it's products are manufactured in the Far East and is shipped around the world. It also states that in order to save fuel and be space efficient, it doesn't use wooden pallets when shipping and it's packaging is designed to load as much as possible on the ships. This efficent distribution strategy is helping keep transportation costs as low as possible and which helps Dyson increase its profits.

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