Question

A Dyson Fan is a very expensive, blade-less fan. There are a few different options available (e.g., floor standing, heating fans, etc.).   The picture shows the desk-top version. These fans are advertised as fulfilling the following needs: reduce air buffeting, safety, easy to clean, and better speed control (a “dimmer” switch rather than discrete settings as in a regular fan). We want you to do two main things as part of your analysis of this product.

First, assuming Dyson has identified the right needs, tell us about that target market: how important are the needs identified, how many people have those needs, who are they likely to be? Then evaluate this segment – how attractive is it?

Second, consider whether Dyson fans might fulfill any other needs not explicitly recognized by the firm. What needs might these be and who has these needs? How does the segment defined by these needs relate to the segment you identified in the first part? Is there any way Dyson can “grow” into this second segment without harming its ability to fulfill the needs of those in the first segment?

Answer 1

Answer:

• A Dyson Fan is a very expensive, blade-less fan.
• There are few different options available (e.g., floor standing, heating fans, etc.).
• The picture shows the desk-top version.

These fans are advertised as fulfilling the following needs:

• reduce air buffeting,
• safety,
• easy to clean,
• Better speed control (a “dimmer” switch rather than discrete settings as in a regular fan).

Product Analysis suitable to Target Market: We assumed that Dyson has identified the right needs for the consumers and consumers are willing to accept these needs in the fan offered by the Dyson.

The target market for Dyson Fan products should be such that the market has needs for the features the products has. The Dyson Fan has the features which generally most of the consumers are in need. That the air buffeting, safety, easy to clean and dimmer for speed adjustment. These needs are close to the basic needs of the fan so most of the consumers will like these needs. The needs identified are not very high needs, these needs looks to be the needs similar to any fan. Thus the middle and lower upper class people will generally prefer for these needs. The segment looks to be attractive for these fans because the Dyson fan design meets the needs of the target market and their consumers. So it will be attractive among their consumer market.

Dyson fans might fulfill any other needs not explicitly recognized by their firm. These needs might be as the easy handling, aesthetic of the fans, competitive advantage in the market, image builder among society etc. These needs are the needs of the consumers. Consumers wants the product to be easy in handling, aesthetically good looking, helps in building the image of the consumers in society. These needs look to be additional needs for the consumer of target market defined in above first case. These needs are related with the needs mentioned in first part of the question.

Yes, Dyson can “grow” into this second segment without harming its ability to fulfill the needs of those in the first segment, because these are the additional needs of their consumers and the Dyson fan products is able to meet these needs. Thus this market can also be well supported by the Dyson fans.