In 1979, James Dyson bought a vacuum cleaner. However, various faults developed after some time, and so he resolved to one day create a better product. He did exactly this, and opened the company Dyson in 1992. Since then, he has created some of the most advanced technologies the world has seen.Product PortfolioDryerThe Dyson hand dryer is promoted by the company as reducing one’s carbon footprint, using only clean air to dry your hands and needing only 10 seconds to do so.
This first example contains elements of both product and market-oriented products. One can see that it is product oriented because it focuses more on making a product the best it can possibly be, as one finds with all products made with Dyson. However, it is also market oriented: Dyson looked at what consumers wanted to improve in terms of hand dryers, and found that they wanted something more environmentally friendly. Thus, they considered the environment more not just to make the product the best it can be, but also in order to meet consumer’s needs.
Fan and HeaterThe fans and heaters that Dyson produce are also different from their competitors. The fans are bladeless, and the heater contains no visible heating elements, so reduce air buffeting and increase the safety of the product. Instead, they project a stream of smooth air into the room. This product is much more product oriented. One can see that Dyson is focusing more on marketing the product than conducting market research, and have also invested in creating new technology that wasn’t previously in demand.
Vacuum CleanerThe vacuum cleaner of Dyson is said to contain various advanced technologies. It’s motor is smaller and more energy efficient, it is much easier to steer due to Dyson Ball technology and contains no bags.This product is again both market and product oriented. The use of new technologies to improve an existing product is an element of a product-oriented products, but because these technologies are used as a result of feedback from customers on cleaners from other companies makes the product also become rather market-oriented.ConclusionOverall, we found that Dyson is a more product-oriented company. We found this because when looking at the various products that they provide, and weighing up the elements of them, there were more elements of product-orientation. We found that Dyson is much more likely to push much-developed existing products into the market than producing products which are then immediately pulled into the market, and so the company is product-oriented.