Dyson's Mission and Vision Statements- And Value Analysis

Dyson

Dyson is a well-known name in the household appliances industry. Established in 1991, Dyson manufactures and designs a wide variety of household appliances such as vacuum cleaners, hand dryers, air purifiers, fans, heaters, lights, and hair dryers. Over time Dyson has expanded its operations to establish a worldwide customer base. Dyson employs 12,000 employees in its worldwide workforce. Apart from serving its customers, Dyson strives to bring a positive change by providing its employees with suitable working conditions and focusing on reducing any negative impact on the environment that may occur due to its business activities. Here, let’s know about Dyson’s Mission and Vision Statements.

Understanding Mission, Vision, and Values

Before proceeding further it is imperative to know the basic concept of mission, vision, and values. The following points highlight the meaning of mission, vision, and values –

Mission statement – Mission statement defines the reason for which a business organization has come into existence. Mission statements help the business organization identify the tasks that a business unit must undertake to achieve success. This statement should be clear and precise so that it successfully leads to productive actions. The mission statement motivates the employees of the organization to give their best and contribute to the success of the business organization. The mission statement employed by an organization also indicates the major components of a strategy that the organization will follow. The following points indicate the characteristics of a good mission statement –

A good mission statement serves the purpose of distinguishing the business organization from its competitors. So, the mission statement can help the organization to establish a distinct presence.
The mission statement should enable the business organization to define its target market.
The mission statement incorporated by the firm should be inspiring and have the ability to guide the operations of the business firm through various phases.
The mission statement should not be an unrealistic statement that cannot be achieved by the business organization.
The mission statement should depict the culture of the business organization and enforce its core values.

Vision – The vision of an organization simply defines the position that the organization wants to achieve in the distant future. It showcases the strategic intent of the business organizations. The vision followed by an organization serves as the source of priorities and goals. A well-framed vision enables the organization to maintain its spirits and values and also aids in facilitating long-term planning. The characteristics of a good vision are enlisted below –

The vision employed by the organization should be future-oriented. It means that it should depict the position where the organization wants to be in the future.
A good vision should be challenging in nature, so the organization should strive for the fulfillment of the vision and be able to achieve the goals and objectives of the organization.
A good vision should guide the managers of the organization in taking important strategic decisions.
The visions statement of the organization should signify the organization’s purpose.

Values – The values of an organization signify the core beliefs and ideologies followed by the business organization. These values help the business to thrive in society and also maintain the well-being of the business organization. Values also help to establish a code of conduct in the organization and provide employees with an insight into what is regarded as ethical and what shall be regarded as unethical. The values of an organization have the following features-

The values incorporated by the business organization should ensure the maintenance of ethical working and integrity in the organization.
Organizational values should not be allowed to be compromised in any situation. Every individual working in the organization should strive to keep these values intact.
The values of an organization guide the employees about behavior that is acceptable in various situations.
The incorporation of organizational values adds stability to the business organization.

Dyson Mission statement

The mission statement of Dyson is to solve problems that others ignore. The mission statement signifies the approach that Dyson follows to design and manufacture its products. The main focus of Dyson is to manufacture products that cater to the household needs of its customers. The mission statement of Dyson provides a simple and innovative look into what the organization is all about and what it strives for. Innovation serves as the primary component of the mission statement of Dyson. By incorporating innovations, Dyson aims to solve various problems that individuals may encounter in day-to-day life. The business operations of Dyson are aimed at proving its mission statement to be true. Following are the key features of Dyson’s mission statement –

The prime objective of Dyson is to incorporate innovations in products and develop products that will help the customers in making their day-to-day life hassle-free and comfortable.
The market-oriented mission statement sets the tone for activities to achieve the mission and motivates the Dyson workforce towards better results.
The products manufactured by Dyson are simple and innovative at the same time so that customers can operate the appliances with ease and enjoy the technological innovations offered by Dyson.
The mission statement of Dyson sends a clear message to its target audience and lets them know about the nature of the products manufactured by Dyson, and how these products will serve them. This has helped Dyson to establish itself in the household appliances market.
The innovations in Dyson products are brought by effective engineering, and with these innovations, Dyson aims to develop products that are more appealing to the target audience and capture the market share.

Dyson Vision

The vision of Dyson is to provide and maintain an integrated, cost-effective, and sustainable product that is responsive to the needs of the user, supporting the growth of its consumer products. The vision statement of Dyson signifies the fact that efforts of the organization are coordinated to maximize customer satisfaction through continuous improvements in Dyson products on offer. The following features can be ascertained from the analysis of the vision of Dyson –

Dyson aims to not only maximize its profits but also achieve customer satisfaction.
The products offered by Dyson are developed with a view that products can survive in the competitive market and fulfill the needs of the customers.
Dyson has set its sight to become a global brand in the household appliances industry.
To maximize the operational efficiency of the organization.

Values followed by Dyson

Dyson has incorporated several values in its work to ensure that the workplace remains ethical and productive. The organization is committed to following these values to ensure that these values help the organization to serve its customers and employees as well. The organizational values also help the organization to gain the trust of investors, as investors usually are keen to invest in an organization that strives to follow values sincerely. The values to which Dyson has fully committed are discussed as follows –

Different – Dyson is all about making an impact in the market by introducing different and innovative products. Dyson strives to make a difference in the lives of customers through its products.
Continuous improvement – Dyson aims to achieve continuous improvement to ensure that its products are continuously upgraded and result in customer satisfaction. So innovation and improvement go hand in hand at Dyson.
Leadership – Dyson drives its employees towards becoming leaders and not followers. Employees are provided with autonomy to provide suggestions for improvement of products and operations at Dyson. A spirit of teamwork is followed at the workplace to ensure all the activities progress as planned.
Equality – Equality is an important value incorporated by Dyson. Employment opportunities are offered to all individuals irrespective of their caste, religion, or region. The employees who have joined the organization are treated equally.
Authenticity – Dyson incorporates the value of authenticity in its operations. Being authentic enables the organization to gain trust and respect from the customer, employees, and shareholders.
Strive for better – Dyson continuously aims to strive for achieving better results and constantly focus on manufacturing better products that will satisfy the customers.

Conclusion – In hindsight, it can be said that the mission statement, vision, and values followed by Dyson have enabled the organization to grow by leaps and bounds and achieve success in operations that Dyson runs in different countries of the world. The focus of Dyson to continuously improve and innovate its products has helped the organization to fulfill the diverse needs of customers and become a renowned name in the household appliances industry. The mission statement of Dyson is unique and helps to signify the primary reason for which Dyson has come into existence. Moreover, the values of Dyson help the organization to focus on manufacturing world-class products and serving the customers.

Frequently asked questions

Question 1. How can an effective mission statement help the business organization?

Answer 1. Establishing an effective mission statement can help the business organization in the following ways –

The mission statement helps to define the scope of the business organization and lays down the activities that will be performed to help the organization succeed in the business world.
The mission statement helps the organization to communicate its aim and purpose to the investors, customers, and employees clearly and concisely.
The mission statement serves as a source of inspiration to the employees of the organization and helps the management to guide the business operations toward the achievement of goals.

Question 2. How can a business organization develop a suitable vision?

Answer 2. While developing its vision, a business organization should follow guidelines such as –

The vision of the organization should be clear and be written in simple and understandable words.
A good vision should be inspiring and connecting in nature.
A good vision should signify the future aim of the business organization.
The vision of an organization should set a realistic goal that the organization can achieve in the future.

Question 3. How are the values of an organization determined?

Answer 3. The values followed by the business organization primarily depend on the work culture of the organization. The organizational values enable the firm to focus on fulfilling its mission and vision and achieve success. The organization should choose realistic values that help to create a workplace that promotes the ethical functioning of employees and fosters unity and equality.

Dyson’s Mission and Vision Statements- And Value Analysis