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Dyson

After the success of vacuum cleaner, Dyson had the high expectation to its new appliance product, a new washing machine called Contrarotator launched in November 2000. Dyson claimed that this machine with turbulent washing action was much more like the more efficient hand-washing action that washing machine had replaced. For many customers, other considerations beyond the quoted price also apply, such as quality, availability of stock, product performance, after-sales service, brand value and many other issues. (Lynch, 2006)

Similar with the vacuum cleaner, Dyson’s Contrarotator aim at the high performance, premium-priced and top market segment. As mentioned before, the main reason of success in vacuum cleaner market was that it satisfied the trend of replacement demand.

Even though possessions of good distribution but the market share of Contrarotator in 2003 was less than one per cent of the British market. As a result, it lost retail space in some of the main domestic......


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Approximate Word Count: 510
Approximate Pages: 3 (250 words per double-spaced page)

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