This case study explores how Dyson expanded into China through premium branding, localisation, digital marketing, and experience-led retail, while also facing risks from counterfeiting and local competition.

Aims: To analyse Dyson’s China strategy and apply marketing, international business, and operations theories to a real global company case.

Target: Foundation and undergraduate students in Business, Marketing, Management, and International Business.

Learning focus: Localisation, premium positioning, e-commerce, retail expansion, international strategy, and competitive risk.

This pack contains:

• Company and market background
• China market entry and growth case
• Digital marketing and localisation materials
• Offline retail and experience strategy
• International expansion and strategic context
• Competitive and risk issues in China
• Teaching exercises and discussion tasks
• Exam-style questions