DYSON AND THE BAGLESS VACUUM CLEANER / TUTORIALOUTLET DOT COM DYSON AND THE BAGLESS VACUUM CLEANER / TUTORIALOUT

Dyson and the bagless vacuum cleaner
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Dyson and the bagless vacuum cleaner: a case study1 With a growth
rate of 300%, the capture of more than 50% of the UK vacuum
cleaner
market in less than 4 years, and a new £15 million R&D facility
the success of the
Dyson bagless vacuum cleaner is clear. What is not so well
understood is the story
preceding this success. This case study challenges much of the
previously accepted
approach to conducting business. For example, the product in
question used new
technology that was initially rejected by existing manufacturers; it
was priced at more
than double that of existing products; virtually nothing was spent on
marketing or
advertising, instead, the company relied primarily on its own efforts
to enlist retailers,
on publicity generated by the occasional newspaper article about the
product, and on
word of mouth. Introduction
Conventional wisdom would surely suggest that Dyson Appliances
Ltd. would fail