Essay by HasnainukUniversity, Bachelor'sA-, May 2004

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The value of any product has a direct relationship to its quality and standards, in terms of finish, appearance and meeting standards. Value is concerned with quality, reliability and value for money.

As a company Dyson is unique and has always set new standards e.g. vacuum cleaner industry, this can be seen with innovations such as the latest washing machine 'Contrarotator', in which Dyson did not want to be influenced by 'the competition or market trends'.

Dyson's products have a record of exceeding customer expectations. Dyson's washing machines meet customer needs, but also introduce new features which exceed customer expectations, e.g. dual drum technology, this feature is exclusive to Dyson through patenting and competitors are unable to mimic the technology. Contrarotator (washing machine) alone has over 50 patents. Dyson used minimal market research, to avoid getting current/past feedback, which would not aid innovation. Dyson's market research asked people what they would like to see from a washing machine not improvements to existing washing machines.

This allows new creative ideas from customers and Dyson engineers to be implemented for e.g. Coin trap and roller jack handle, all these new ideas provide customers with peace of mind and ease of use.

Dyson's approach to design when compared to competitors adds value to their products through appearance and exceptional performance. Dyson's washing machine is the "ultimate washing machine" with new design features, which were not present before. The drums in the washing machine are derived from a £600,000 sports car; such proven technologies helps Dyson innovate competitively. Research has proven that quality is important; however the contribution made by design has a long-term impact.

One of the most unique factors of Dyson products are that they set there own standard; this can be evidenced by their constant innovations and patents. These patents...