12/4/2012
DYSON
DECISION MAKING CASE
Niko Vergis | Marketing Case Workshop
An industrial design student transformed into a well versed marketing graduate. As a graduating student at Columbia College Chicago, I have gained much experience as a marketer and learned how to market through the art of communication and other arts as well. Before I accomplished my marketing degree at Columbia I was previously an industrial design student. I have always had an interest for the design of home goods and home appliances since my beginning years as a designer. Research, design and developing will always be appreciated with me, but after time I found more interest in bringing the fully developed product to market. Being a part of the James Dyson team will be a great opportunity to carry on my learning as a young marketer and to orchestrate the skills I have developed thus far.
Appendix Page 1
…Introduction …Background …Core analysis
Page 2
…Collecting the Data …Unfolding the Narrative
Page 3-4
…Continuing the Narrative
Page 5-6
…Interviewing questions …Ending Narrative …Where do I go from here? /Discussion Questions
Before the informational interview, I want to dissect the company’s website thoroughly. I need to review as much as I can about each product and the “cyclone” development that Dyson has patented along with their many other progressive patents. Also, I need to be very familiar with Dysons story from the beginning days of James Dyson building prototypes in his garage, to the present day of new development on the light weight, cordless, rechargeable vacuum. Have a general understanding about yearly income and profit margins too. I want to find out any involvement or programs they offer for young designers or any awards or contests offered. Also I want to look deeper into the company and do research on key people that will leverage me to know information on. These key people will be James Dyson – industrial designer and president, Tad Jenkins – senior marketing director in Chicago, and Gerard Shevlin – principle engineer in Chicago. My first cold call to Dyson was during a break from work. I called the USA headquarters in Chicago hoping to be transferred to somebody in the Human Resources department. Eventually I spoke to a lady named Tiffany in HR. I asked if it was possible to get an informational interview from her or an employee. She responded to me not knowing what an informational interview was, and said what is stopping you from a real interview. I was surprised to get a curve ball answer like this, I was not prepared. I explained to Tiffany that this type of interview would consist of me coming into the headquarters or speaking over the phone. I would ask questions about the company to achieve more inside knowledge of Dyson. As a, soon to be graduate in Marketing from Columbia College it would be ideal to speak with the head of the marketing department or somebody in the department willing to give up some time to speak with me. Also, if possible I would like to speak with an industrial designer or
engineer to dig deeper into the company and upcoming products. I would be able to use the information I receive from the designers and engineers to help leverage me in a real interview, and will coincide with my previous experience as an industrial designer. Tiffany told me she would not be able to do an informational interview personally, but would get back to me in a few days with someone who would. So the waiting game began. I find myself a week later calling tiffany back with any leads. She exclaimed she lost my information and took it down again. She then said she will pass on my information to the head of recruiting, Kelly. A week passes by again with no call back. So I make the effort to get in touch with Kelly, and was able to speak with her. She said Tiffany did pass on my information and knew who I was but she managed to lose it as well. Ironic? I began to explain my situation to Kelly and explain to her what an informational interview is as well. She explained to me she was new to the company and would ask the head of marketing if he had free time to set up with me so I could execute my questions. It was a perfect lead. While I was on the phone with the lead recruiter, I figured it was a great opportunity to ask if there were any upcoming intern or entry level positions I could interview for. She told me to personally send her my resume and cover letter, along with applying online through the Dyson website. On the next page of this assignment, I wrote a series of questions for Gerard and Tad. Since I had a lead to Tad I was going to follow up with those questions and put aside the design questions for Gerard another time. I also included a few personal questions for Tad, because as a fact people love to talk about themselves, even if they say they don’t.
Questions for Gerard Shevlin during informational interview. What is usually the first project newcomers work on? What is Dyson’s RDD process? Are there in-house designers for the products? Or is there a separate firm you go through in Chicago? What’s next for Dysons upcoming products? Questions for Tad Jenkins during the interview process. Will Dyson expand the market in national retail stores, from low to mid point shoppers? Have you ever considered sub branding a more consumer grade, lower price point product? Has there been any talk on extending the 5 year warranty? How are the products sold? Sales reps? Sales agencies? What are the key products you are pushing to increase sales on? Which product would you like to see more growth in? How do product managers stay innovative with the products? What are upcoming strategies for the firm? How was the James Dyson award program started? How has it developed throughout the years? Has it made an impact on the company? In a recent article in market week, I read that Dyson is trying to target China, what are the next steps to this approach?
Personal questions for Tad What previous work experience have you had with products? What persuaded you to approach Dyson? Did you have to work your way up within Dyson?
This past week I have tried to reach Kelly once more, but have not responded to my email she has requested. She also has not returned a call in regards to the voicemail I left her. This make me ask myself, how much is too much? Where is the breaking point from an interested graduating student to a complete pest? My journey to achieving an internship/entrylevel position at Dyson has not stopped just yet. As a matter of fact, it’s just the beginning steps. I ask myself, where do I go from here? I will try to reach Kelly once more. If no response occurs, I will have to plan out a different route in order to achieve a connection to Tad or an employee under him. Maybe I will start from scratch and try to speak with a different recruiter.
On a better note, I read an article in the Chicago tribune stating that Dyson will be Hiring 200 employees for their new customer service center in Aurora. This gave me a second wind if hope.