MARKETING MANAGEMENT

Marketing Management

[Name of the Institute]

Marketing Management

Question # 1 A

Dyson is one of the largest and leading vacuum cleaner industries of the world with its strength in the technology and innovations. The foremost competitive advantage of Dyson are positioning of products. Product positioning means the way in which the product is designed by the consumers on important attributes, and the place that product occupies position in the minds of the customers. Dyson has created its vacuum cleaner in the minds of the customer as elite, never loss of sanction vacuum cleaner Company.

The quality offered by Dyson is superior, superior craftsmanship along with the customer service has increased the image of brand. The product is quite costly but it never loses suction when vacuuming quite some times. Dyson have capability to place the product on positioning map, which shows the difference between the competitors. There are two aspects basically high price and better satisfaction. With positioning, Dyson has competitive advantages over other cleaning products because of its patented cyclonic suction power and easy to use, therefore consumer can justify using the high price vacuum cleaner. Dyson offers a product with a certain guarantee and along with the guarantee Dyson is able to deliver its promise to the consumer and also able to live up what it say. James Dyson, who is the creator of Dyson Company, has introduced vacuum cleaner that has eliminated the need of both bag and filter. Dyson was successful in creation of new ideas and new models in the matured vacuum cleaner industry and also got a steady increase in the market share worldwide.

The other competitive advantage of Dyson is that its marketing tool is through the word of mouth and therefore the most of its products are sold through the personal recommendations. The warranty period of Dyson is long than its competitors along with air cleaner with no emission of dust. The design of product is also well and having the best suction power. Dyson came up with an innovative idea which is the first mover advantage and it has differentiated product that its competitor and it is also well established company. It includes the specific technologies along with big experience offer therefore it is compared as another new entry in the market. Dyson has unique marketing strategy and also having strength in research and development.

Dyson is operating in about fifty countries of the world and therefore an effective management of the information resource is important for the competitive performance. The foremost competitive advantage of Dyson is that it emphasis on quality throughout and it operates the Dyson Courier Service that collects cleaners from the customers from home without charging cost, repairs them and also returns them the next day. James Dyson himself has very good image among the people. (Laudon and Laudon 2002)

The product attributes are also of high quality and it especially focuses on design led marketing and also produces special edition models at premium price. It has also concentrated on the ...