Abstract The case focuses on sucessful dyson company that was founded by james dyson a graduate of art, who

ended up applying engineering to functional problems in a way that respected design as an art. Has company is known for its premuim priced products for a niche market of over 45 countries and competitive markets like USA, japan and china which is achieved through innovative technology in producing vaccum cleaners and other distinctive kitchen and household equipments.dyson company has remained successfuland profitable over its competitiors through its core competance of implemented strategic and distinctive capabilities, which are not easily implemented by rivals due to patent. The diagramatic representation of the strategic structure of dyson focus

Applying the VRIO Framework TO Determine the startegic capabilites of dyson

Valuable? Rare?

Costly to imitate?

Exploited by the organization?

Competitive implication

No

Competitive disadvantage

Yes

No

Competitive parity

Yes

Yes

No

Temporary competitive advantage

Yes

Yes

Yes

No

Unexploited competitive advantage

Sustained competitive advantage Yes Yes Yes Yes (Dyson)

the diagram states the general position of dyson company by answering most question that has startegically positioned dyson.

1. in the first question of value, dyson strategy shows that from their products and brands they create products with distinctive value to their customers though expensive but built upno innovative idea and bright colours , dyson tries to satisfy its innovation even with guarantee. So dyson tends to add value to their customers throug their quality products. Dyson strategy offers their customer greater value than their competitors. 2. in the area of rarity dyson strategy is so rare that it cannot be easily be imitated. first the knowledge of the CEO Sir James Dyson, in applying art to enginerring to could be rarely found in any CEO. Again their techonlogy in producing highly technological engineering products gives them a strong strategic capability over their competitiors. 3. dyson products are not easily imitaited because of the patents on their products, that protects it from being imitated by other competitors. although it can if the patents is expired but before then they would have enjoyed the FIRST MOVER ADVANTAGE .an example of its imitation is the case of hoover that it sued and won with almost $5million for patent infringement. 4. policy of dyson company ensures the safety of their products through patents , secrecy, and their value chain. In using michel porter two generic startegies, Dyson uses productdifferention through offering outstanding highly household products that provide some new trick and twist example the vaccum cleaners that provides smooth turning arounding corners and oscillating fans that multiply air. Another gerneric startegy used by dyson is focus on innovation strategy which involves lots R n D to achieve engineering design.