北美留学作业代写参考-戴森公司分析：产业与文化。本文是一篇北美留学生作业写作范文，主要内容是讲述戴森这个名字已经成为真空吸尘器的代名词，是一个品牌，它展示了恰当的管理和营销技术如何将一个辉煌的工程理念转化为辉煌的成功。如今，戴森机器享有被放置在伦敦维多利亚和阿尔伯特博物馆、现代艺术博物馆（纽约）、设计博物馆（苏黎世）、动力博物馆（悉尼）和乔治·蓬皮杜中心（巴黎）等地的特权，詹姆斯·戴森和他的团队包括日本工业设计师协会奖、皇后企业奖、美国格林斯佩克奖和美国工业设计奖。（网站）在真空行业开创了球技术的先河，戴森在成功的道路上不得不面对模仿者、复杂的法律程序和巨大的成本，但最终还是得到了回报。然而，该公司认为，节省的成本用于研究，并没有白费。如今，戴森产品在欧洲、中东、澳大利亚和美国的45个国家销售。戴森有限公司2008年的销售收入为1.84亿英镑，2009年的营业利润为9000万英镑，创下1.9亿英镑的历史新高，无疑是英国迄今为止的赢家。有350名工程师和科学家被安置在威尔特郡的研发实验室，该公司开始了一项雄心勃勃的计划，在家用电器领域永不停止创新。下面是这篇留学作业的具体内容，供参考。
Dyson, a name that has become synonymous with vacuum cleaners, is a brand that demonstrates how apt management and marketing techniques can transform a brilliant engineering idea into a bright success. Today, Dyson machines enjoy the privilege of being placed in places like London’s Victoria and Albert Museum, Museum of Modern Art (New York), Design Museum (Zurich), the Powerhouse Museum (Sydney) and the Georges Pompidou Centre (Paris). Continuous innovation at Dyson has made wonders possible in durable appliances industry and won many accolades for the founder and leader, James Dyson and his team including the Japan Industrial Designers’ Association Award, The Queen’s Award for Enterprise, America’s Greenspec Award and the Industrial Design Prize of America. (WEBSITE) Pioneering the ball technology in vacuum industry, Dyson had to face imitators, complex legal procedures and huge costs on the road to success but eventually that paid off. (BBC) Another controversy that Dyson faced was relocation of its production to Malaysia and Singapore in 2002 and thus laying off employees in United Kingdom. However, it is held by the company that the cost saving was utilized in research and did not go in vain. Today Dyson products are sold in 45 countries of Europe, Middle East, Australia and United States. With 2008 sales revenue of £184m, and operating profit of £90 million which further reached record high of £190 million in 2009, Dyson Ltd. is undoubtedly a winning company so far in United Kingdom. With 350 engineers and scientists placed in Wiltshire research and development laboratory, the company embarks on an ambitious plan of never ending innovation in household appliances.
Culture 文化
Dyson’s remarkable success can be attributed to the corporate culture that flows directly from the founder’s personality: problem solving through creativity and innovation, research orientation, no complacence when it comes to product features and quality and an unremitting spirit of evolution and revolution. Dyson’s ability to combine aesthetics with technology is reflected in his successful endeavors like ‘Wrong Garden’ that was not green and water flowing uphill, displayed in Chelsea Flower Show in 2003. The consistency in personality and the open culture embedded in the very fabric of organization where mistakes are not punished, rather valued because of a potential to be turned into success have made James Dyson a visionary and highly respected entrepreneur in business community worldwide.
戴森的非凡成功可以归功于直接源自创始人个性的企业文化：通过创造力和创新解决问题，以研究为导向，在产品特性和质量方面不自满，以及不懈的进化和革命精神。戴森将美学与技术相结合的能力体现在他成功的作品中，比如2003年在切尔西花卉展上展示的《错误的花园》，这部作品不是绿色的，水流向上坡，詹姆斯·戴森是一位富有远见、在全球商界备受尊敬的企业家。
Company Analysis:公司分析
Products:产品
Dyson Ltd. today offers a wide range of appliances: vacuum cleaners that are all about innovation, hand dryers that are quick, energy efficient and certified hygienic by NSF International, and the technologically miraculous, safe and easy to clean fan without blades and grills that does not produce unpleasant sounds. Below we map out the marketing mix of Dyson for vacuum cleaners.
Dyson Ltd.今天提供了一系列电器：创新型真空吸尘器、快速高效且经NSF国际认证的卫生型干手机，以及技术上神奇、安全且易于清洁的风扇，无需刀片和烤架，不会产生令人不快的声音。下面我们列出了戴森吸尘器的营销组合。
Core product: vacuum cleaner 核心产品：真空吸尘器
Actual product: A comprehensive and interesting list of features added to the core product makes Dyson vacuum cleaners stand out in the industry. Use of Root cyclone and ball technology for high maneuverability leads to high performance on all floor types, certified Asthma friendly by British Allergy Foundation makes the vacuum cleaner usable by Asthma and allergy patients, lifetime HEPA filter and bag less technology means no extra costs over the life of machine. Further product enrichment is made through special accessories to be attached with vacuum cleaners including allergy kit, groom tool, mattress tool, up top tool, stubborn dirt brush etc.
实际产品：核心产品中添加了一系列全面而有趣的功能，使戴森吸尘器在行业中脱颖而出。使用Root旋风除尘器和球技术实现高机动性，可在所有地板类型上实现高性能，经英国过敏基金会认证的哮喘友好型真空吸尘器可用于哮喘和过敏患者，终身HEPA过滤器和无袋技术意味着在机器的使用寿命内无需额外费用。通过真空吸尘器附带的特殊配件，进一步丰富产品，包括过敏套件、清洁工具、床垫工具、顶部工具、顽固污垢刷等。
Augmented product: Dyson vacuum cleaners not only provide value addition in terms of exciting features, but also provide customer with 5 years guarantee of parts and labor on upright and cylinder vacuum cleaners and 2 years guarantee on handheld vacuum cleaners. Customer service is available 7 days a week, where as full range of spares and accessories for vacuums comes with 12 months guarantee. An online expert service is a new feature that helps customers discusses their issues with Dyson experts with a few clicks. Moreover, the interesting and highly practical positioning of customer care number on the machine rather than on user manuals corroborates company’s high customer orientation.
增强产品：戴森真空吸尘器不仅在令人兴奋的功能方面提供了附加值，还为客户提供了直立式和圆筒式真空吸尘器5年的零件和劳动力保证，以及手持式真空吸尘器2年的保修。每周7天提供客户服务，真空吸尘器的全套备件和配件提供12个月的保修。在线专家服务是一项新功能，只需点击几下即可帮助客户与戴森专家讨论问题。此外，客户关怀号码在机器上而不是在用户手册上的有趣和高度实用的定位证实了公司的高度客户导向。
Price:价格
Pricing strategy of Dyson vacuum cleaners can be categorized as ‘product line’ pricing because different machines in the extensive product with unique features are priced differently. Generally, Dyson vacuum cleaners are highly priced in the range of £ 99 – £ 340.
戴森真空吸尘器的定价策略可以归类为“产品线”定价，因为具有独特功能的广泛产品中的不同机器定价不同。通常，戴森真空吸尘器的价格在99–340英镑之间。
Placement:布局
Dyson machines can be shopped online from online merchants sites like Amazon and ebay, its own transaction site, specialty electrical retailers and supermarkets
戴森电器可以从亚马逊和ebay等在线商家网站、其自己的交易网站、专业电器零售商和超市在线购买
Promotion:促销
Besides having the maximum Advertisement budget in the vacuum cleaner industry and using the traditional medium of Television as a medium (in 2009, 92 percent of ad spend was on TV) (Mintel), Dyson uses following promotional techniques to attract customers
Discount deals, online coupon codes, free shipping offers, some are particularly for first-time users.
除了在吸尘器行业拥有最大的广告预算，并使用传统的电视媒体作为媒介（2009年，92%的广告支出在电视上），戴森还使用以下促销手段来吸引客户
折扣交易、在线优惠券代码、免费送货优惠，有些特别适合首次使用的用户。
Christmas coupons 圣诞节优惠券
Trade and sales promotion 贸易和销售促进
Promotion through collaboration with ISSSEY MIYAKE, in which set for the ISSEY MIYAKE fashion show was designed by James and the collection of ISSEY MIYAKE had a vacuum tinge – a wand handle became a sleeve, a cyclone assembly became a skirt. Later, a special handheld vacuum was developed to celebrate the collaboration.
通过与ISSEY MIYAKE合作进行推广，其中ISSEY MIYAKE时装秀的布景由詹姆斯设计，ISSEY MIYAKE的系列带有真空色调——魔杖手柄变成了袖子，旋风组件变成了裙子。后来，为了庆祝这次合作，开发了一种特殊的手持式真空吸尘器。
People:人员
At Dyson, hiring of creative staff with a passion towards engineering and problem solving serves as the basis of a team that is all about customer orientation. The customer care team is placed near the development arena, and all machines are lined up so that when customers call to interact with Dyson employees about the problems they are facing, the staff understands what they say. Mostly this approach works but if needed, Dyson engineers do not hesitate to visit the customer to fix their machines.
戴森，雇佣对工程和解决问题充满热情的创意员工是团队以客户为导向的基础。客户服务团队位于开发场地附近，所有机器都排成一排，这样当客户打电话与戴森员工交流他们面临的问题时，员工就能理解他们所说的话。大多数情况下，这种方法是可行的，但如果需要，戴森的工程师会毫不犹豫地拜访客户，修理他们的机器。
Processes:过程
At DYSON, all activities are perfectly aligned to live up to the Dyson formula. From Drawing of machine design, to rigorous testing and dropping at premises, to testing by employees at home, competitions of employees to give them a chance to invent, all have the same spirit of problem solving through continuous innovation and perfection.
在DYSON，所有活动都完全符合戴森公式。从机器设计图纸，到严格的测试和现场测试，再到员工在家中的测试，员工的比赛，让他们有机会发明，所有这些都具有通过不断创新和完善解决问题的相同精神。
Strategy and not just operational effectiveness 战略而不仅仅是运营效率
“A company can outperform rivals if it can establish a difference it can preserve.”
The difference between operational effectiveness and strategy can best be seen in the case of Dyson. Since its birth, the company has successfully managed to innovate relentlessly in an industry which was previously characterized with discounting. Dyson perfectly fits in the definition of strategy – doing activities differently than competitors.
As for generic strategy framework, Dyson follows the strategy of ‘Product Differentiation’.
“如果一家公司能够建立自己能够保持的差异，那么它就能超越竞争对手。”
运营效率和战略之间的差异在戴森的案例中最为明显。自诞生以来，该公司成功地在以前以折扣为特征的行业中进行了不懈的创新。戴森完全符合战略的定义——与竞争对手不同地开展活动。
关于通用战略框架，戴森遵循“产品差异化”战略。
Origin of strategic position can be categorized as ‘needs based’ as Dyson vacuum cleaners are for a large group of customers with different needs and Dyson handles them all well by introducing add-ons to the core product.
战略地位的起源可以归类为“基于需求”，因为戴森吸尘器面向一大群有不同需求的客户，戴森通过在核心产品中添加附加组件来很好地处理这些问题。
BCG Matrix BCG矩阵
BCG Matrix gives a two-dimensional view of different products in portfolio and what strategies can be implemented to maximize profitability and liquidity.
BCG矩阵提供了投资组合中不同产品的二维视图，以及可以实施哪些策略以最大化盈利能力和流动性。
Dyson’s high share in upright and cylinder vacuum cleaners but low growth in these products in the recent years shows they are cash cows. Whereas low share in handheld and high growth means handheld vacuum cleaners are question marks for Dyson Ltd. increasing market share in handheld through innovation and exciting features will transform it into a Star product.
戴森在立式和圆筒式真空吸尘器中的份额很高，但近年来这些产品的增长率很低，这表明他们是摇钱树。然而，手持吸尘器的低份额和高增长率意味着，对于Dyson Ltd.来说，手持吸音器是一个问号。通过创新和令人兴奋的功能增加手持吸尘机的市场份额将使其成为一种Star产品。
Dyson’s Flexibility and Focus 戴森的灵活性和专注力
Dyson’s strategy comes under perennial renaissance as Dyson focus on consistent, enduring and constant change with creativity and new ideas.
戴森的战略在持续复兴，因为戴森专注于持续、持久和不断的创新和新思想变革。
ANS-OFF Matrix ANS-OFF矩阵
The ANS-OFF Matrix suggests that Dyson has decided its product strategy and market growth through: ANS-OFF矩阵表明，戴森已通过以下方式决定其产品战略和市场增长
Market development by entering into new markets (45 countries and are still expanding) with existing products.
通过利用现有产品进入新市场（45个国家，目前仍在扩大）来开拓市场。
Product development by introducing new features to the existing products into existing markets.
通过将现有产品的新功能引入现有市场来开发产品。
Industry Analysis:行业分析
Porter 5 Forces Analysis:波特五力分析
Bargaining power of buyers:买家的议价能力
It will be low as Dyson’s innovative technology provides something that none of the competitor provides so the customers would not be having any product to compare the Dyson products with. This will result in the low bargaining power of buyers.
这将是低的，因为戴森的创新技术提供了竞争对手无法提供的东西，因此客户不会有任何产品与戴森产品进行比较。这将导致买家的议价能力低下。
Bargaining power of suppliers:供应商的议价能力
Suppliers have low bargaining power as Dyson is the industry leader and is selling the maximum number of units so they have all rights to impose power on its suppliers.
供应商的议价能力很低，因为戴森是行业领导者，并且销售的单元数量最多，因此他们有权向供应商施加权力。
Rivalry of competitors:竞争对手的竞争
Rivalry of competitors is not severe as the closest competitor in cylinder and upright vacuum cleaners is Vax, which is far behind Dyson.
竞争对手的竞争并不激烈，因为缸式和立式真空吸尘器中最接近的竞争对手是Vax，它远远落后于Dyson。
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