Reference no: EM133242354 , Length: Word Count: 2 Pages

Assignment - Marketing Case Study

Description - DYSON - James Dyson invented the world's first bagless vacuum cleaner after experiencing personal frustration with his own vacuum cleaner. He showed great persistence with over 5,000 prototypes (and all of his savings!) before finding success. The Dyson vacuum has seen immense success and is often viewed as the "best of the best." Since creation of this first vacuum cleaner, Dyson products are now in over 65 countries, and the company employs thousands of engineers across the world. First established in Malmesbury, England, Dyson headquarters are now located in Singapore.

Dyson is known for its focus on innovation. Dyson Reliability Engineer Kate Craft recently stated that constant innovation is just who Dyson is and that they are never satisfied with past successes. As such, the company has expanded into diverse markets such as air purifiers, hair care, wearables, and lighting. There have been many successes and failures along the way (such as the failed electric car project). Many have expressed surprise as Dyson has attempted expansion into these very different areas.

In Chapter 12, we discuss brand extensions, including why some fail while others succeed. Based on the chapter content, your outside research, and your own perspectives, please answer the following questions.

Questions -

1) Evaluate the quality of these brand extensions discussed above using the criteria in the chapter. Would you have advised going into all of these markets? If you wouldn't have, which ones would you have advised not entering? Make sure to identify the 3 criteria and apply them to the Dyson extensions. Provide your rationale.

2) Into what other product categories do you think Dyson should expand next? Provide your rationale. Make sure to do your research here (i.e., don't choose categories that Dyson has already expanded into or has publicly announced they are expanding into).