Dyson is a global leader in designing and manufacturing of house appliances such as vacuum cleaners, hand dryers, fans, and heaters. With a business coverage of more than 50 countries, Dyson has enjoyed huge success. The objectives of the company include; Designing and manufacturing house appliances which have the longest useful life compared to similar products from rivals, enhancing efficiency in the supply chain process and reducing unnecessary consumables like bags which require replacement now and then. Dyson’s mission is solving problems which others seem to ignore. This paper intends to analyze Dyson’s positioning and strategy used in combating cutthroat competition from rival companies such as Samsung, LG, Miele, Hoover, Oreck and Dirt Devil. The analysis will focus on the environment and competitors by employing several models.