Here is the synopsis of our sample research paper on Dyson Distribution Strategy in the US. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 5 page paper looks at the way that Dyson are entering the US market, using major mass market retail chains such as Best Buy and Electric City, discussing whether or not the is a good distribution strategy for a firm that is seeking to passion itself an the premium segment of the market. The bibliography cites 4 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEdysondis.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
a million units a year, there is still a great deal of potential in the market. Dyson have only a 4% market share, compared to a 34% market in the
UK. The US market may be seen as an important market, it is a large market that is also key to global positioning, the global vacuum cleaner manufacturers have dominant
positioning in the Western European market as well as the US market. In entering the US market the firm has used mass market retailers, such as Best Buy and Electric
City, but the goods themselves are targeted at the top end of the market, some commentators have taken a critical approach to this strategy, which may be seen as contradictory
in terms of distribution strategy. When looking at the way Dyson competes it may be argued that there is a high level of differentiation and that any distribution
strategy adopted by the firm needs to be aligned with this, as well as the marketing strategy that is adopted. Differentiation is
described by Porter as "when it [the company] provides something unique that is valuable to buyers beyond simply offering a low price" (Porter, 1985; 120). This means that the products
different in some way, this may be real value through features and extras, perceived value, such as brand value (Grant, 2004). It may also be an advantage that is added
though the value chain rather than directly in the product (Thompson, 2007). The differentiation strategy will usually involve choosing either one, or preferably a few key features or characteristics
which have a broad perceived value in the market or segment that the company operates within (Thompson, 2007). Then the company can selectively adds costs where those features are added
...