Case Stuy ：inside Dyson： a distinctive company.docVIP

Case study two: ‘Inside Dyson:’ a distinctive company? Question 1: Support activities: Dyson Firm infrastructure: Products distribute worldwide. Same functions products developed in new way. Specialist laboratories and testing facility .Clear corporate-level strategy Human resource management: Recruiting varied talent staff. Inspire personnel innovation fund a design award Technology development: Increasing investment in RD, Focus on promoting engineering and design, Half of all profit supports the creation Procurement: Not only take manufacturing places in Malaysia but also in China. It can close to supplier. Primary activities: Dyson Inbound logistics: Manufacturing location is in the east country both testing facility and suppliers. Operations: Do not subcontract the combination of design engineering and manufacturing. products should through the reliability testing by pulled, pushed, dropped, frozen, baked and shaken to ensure its durable for consummate their products. Outbound logistics: Products distributed to online and through retail outlets in 45 countries worldwide. Marketing and sales: Using the James Dyson’s personal image and brand central to the firm’s promotion. The novel colors help products stand out from the crowed. Offer free hand dyers in Sofitel hotel of China. Services: No extra costs: lifetime HEPA and washable filters, and no bags to buy. 5 year warranty: parts and labor guaranteed for 5 years on uprights and canisters. THE VRIO FRAMEWORK: Dyson Valuable? Rear? Costly to Imitate? Exploited by Organisation? Competitive implications Economic implications Dyson’s patent products YES YES YES YES Sustained Competitive Advantage ABOVE AVERAGE Dyson’ engineering design team YES YES YES YES Sustained Competitive Advantage ABOVE AVERAGE Dyson’s organizational culture YES YES YES YES Sustained Competitive Advantage ABOVE AVERAGE Dyson’s efficiency of product YES YES NO YES Temporary Competitive Advantage AVER