<p align="justify">James Dyson introduced the company in 1991 with an ambition to become the best company in providing technology products all over the world. The company is based in UK and it operates in different parts of the world with the passage of its success. The company has been manufacturing and providing the home appliances which include air purifies, heater, fans, vacuum cleaners, hair and hand dryers, and lighting solutions. The innovation and the value in the products of the company are the reason for its high success over the years. Porter&#8217;s five force model of Dyson is provided to keep the company on the track of growth and success.
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<h2 align="justify">Competitive Rivalry </h2>
<p align="justify">The competitive rivalry in household technology products is high because the number of competitors is high with strength. TTI Floorcare has a high market share and the company has a market share of 32 percent and leading the market. ; The Dyson is one the second spot with a market share of 27 percent showing a high competition among the major two competitors. Shark Ninja, Hoover, iRobot, and Electrolux are among the other major competitors in the industry which are intensifying the competition in the industry (Market Watch, 2019). ; The positive aspect is that the size of the industry is keeping the margins of profit for the companies still high despite having such a high competition. 
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<h2 align="justify">Bargaining Power of Buyers</h2>
<p align="justify">The bargaining power of buyers is moderate because the buyers&#8217; have multiple options to buy from and the switching cost from one brand to another band is not high. This is the reason the buyer is dominating especially when it comes to pricing and value from the product. On the other hand, the companies hold the power when it comes to innovation in the products. The continuous innovation in the products is the reason that the companies are dominating from some aspects of bargaining (Cowan, 2018). ; It is creating a balance between the bargaining power of buyers and the companies which put the situation into a moderate level. ; 
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<h2 align="justify">Bargaining Power of Supplier</h2>
<p align="justify">The bargaining power of suppliers for the household technology products is low because of the size of the companies and the dependence of suppliers on those companies. ; The companies in this industry cover the markets at the global level which makes them highly required for the suppliers. The supplier invests in their skills and abilities just to quality for those companies which shows the strength of those companies for the bargaining (Haucap et al., 2017). The dependence of suppliers on these companies is taking power away from the suppliers and the overall bargaining power of suppliers is low.
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<h2 align="justify">The Threat of New Entrants</h2>
<p align="justify">The number of hurdles for new entrants in a particular industry decides the threat of new entrants. Keeping in view the household technology industry, the number of hurdles are high. It is a capital intensive industry and it is not possible to start the business without having massive capital becoming a major hurdle. The innovation and technical skills are also required at the highest level and it is difficult to find such a competitive workforce at the global level which further increases the complexity of entering the market. the continuous innovation and strength of the already existing players is another hurdle as it is become difficult to compete with those existing companies putting a question mark on the existence of the new entrants (Atkin et al., 2018). ; All of these hurdles are complex and they are not easy to overcome which puts the investment on hold for entering this household technology industry. Therefore, the threat of new entrants is low. 
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<h2 align="justify">Threat of Substitutes</h2>
<p align="justify">The major threat for any technology industry is the threat of substitutes because of the continuous evolvement of advanced technologies. The households have been changing its forms and the technical advancements are quickly obsoleting the previous technologies. This puts a high threat on the existence of technical products which is the reason for continuous innovation by the companies in household technology products. It is important to note that the companies have to give this threat high attention to continuously innovate at a radical level to neutralize the impact of substitutes in an effective and efficient manner. </p>
<h2 align="justify">References</h2>
<p>Atkin, D., Faber, B., &; Gonzalez-Navarro, M. (2018). Retail globalization and household welfare: Evidence from mexico. Journal of Political Economy, 126(1), 1-73.<br />
Cowan, R. S. (2018). The “industrial revolution” in the home: household technology and social change in the twentieth century. In The Routledge Companion to Modernity, Space and Gender (pp. 81-97). Routledge.<br />
Haucap, J., Heimeshoff, U., Klein, G. J., Rickert, D., &; Wey, C. (2013). Bargaining power in manufacturer-retailer relationships (No. 107). DICE Discussion Paper.<br />
Market Watch. (2019). Household Vacuum Cleaners Market Share – Industry Analysis, Size, Growth, Trends, Top Key Players and Forecast 2019-2024. Available at: <a href="https://www.marketwatch.com/press-release/household-vacuum-cleaners-market-share-industry-analysis-size-growth-trends-top-key-players-and-forecast-2019-2024-2019-11-26">https://www.marketwatch.com/press-release/household-vacuum-cleaners-market-share-industry-analysis-size-growth-trends-top-key-players-and-forecast-2019-2024-2019-11-26</a></p>