Etude de cas: Dyson, l'avantage concurrentiel

Thèmes abordés

Dyson, Miles & Snow, forces de marché, fournisseurs, réduction des coûts, aspirateur

Résumé du document

Clients:
faire accepter aux clients un nouveau design et une nouvelle technologie qui légitime un prix supérieur.
Fournisseurs:
Concentration des fournisseurs, et rapprochement géographique avec l'usine de tests.
Concurrents:
Politique de différenciation marquée vis-à-vis des concurrents pour contrecarrer leur stratégie de volume et de réduction des coûts.

Extraits

[...] ETUDE DE CAS : Dyson 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._AA1500_.jpg ETUDE DE CAS : Dyson L'avantage concurrentiel < number > Capacités stratégiques Valorisable, Rare, Imparfaitement imitable, non substituables Innovation technologique S Culture du design original I Ingéniérie innovantes R Créativité I Acceptation de l'echec S Culture de la dissidence de la prise de risques, de l'indépendance d'esprit, de la patience S James Dyson, personnage charismatique S Protection industrielle via les nombreux brevets déposés par la marque I Culture du non conventionnel NS Culture du secret I Histoire de la marque et fidélité à cette histoire S Image de marque S ETUDE DE CAS : Dyson L'adaptation de Dyson aux forces de marché Clients : faire accepter aux clients un nouveau design et une nouvelle technologie qui légitime un prix supérieur Fournisseurs : Concentration des fournisseurs, et rapprochement géographique avec l'usine de tests Concurrents Politique de différenciation marquée vis-à-vis des concurrents pour contrecarrer leur stratégie de volume et de réduction des coûts Entrée sur le marché 5000 prototypes ans de développement pour le premier aspirateur Produits de substitution Protection féroce de sa propriété intellectuelle < number > ETUDE DE CAS : Dyson Profil stratégique selon la théorie de Porter Dyson est un cas d'école de différenciation : Image de qualité, d'innovation et de design Prix supérieur à la concurrence et fortes marges Profil stratégique selon la théorie de Miles and Snow Dyson a un profil typique du prospecteur dans un premier temps et devient analyseur sur la gamme de ses produits technologiquement matures: < number > < number > Profil stratégique Défenseur Prospecteur Analyseur Stratégie produit/marché Pionnier sur le marché sur toute sa gamme au niveau technologique et design Stable sur les aspirateurs et exploration de nouveaux segments (ventilateurs, lave linges . [...]

[...] R&D Budget R&D le plus important dans le secteur, créativité stimulée, exploration des chemins de traverse Adaptation de la gamme d'aspirateurs à la demande, Production Premier temps : forte coordination entre les fonctions production et marketing 2ème temps Délocalisation de la production en Malaisie pour préserver la marge, rapprochement de l'usine de test de ses fournisseurs ETUDE DE CAS : Dyson Stratégie compétitive générique de Miles & Snow < number > Profil stratégique Défenseur Prospecteur Analyseur Structure organisationnelle Management par projet, fonction dominante R&D. [...]