Meeting and exceeding consumer protection laws to drive competitive advantage
A DSG international case study

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Page 1: Introduction

DSGi imageDSGi is the leading European specialist retailer of consumer electronics. In the UK the Group includes the well known chains of Currys, Dixons, PC World and The Link. Group turnover this year will exceed £7 billion, one third of sales coming from stores in 14 Countries outside the UK. This reflects the Group's strategy of European expansion.

In 2005 Dixons Group plc changed its name to DSG international plc to reflect more accurately its international makeup. Today the original Dixons chain contributes less than 5% of total sales.

DSGi deals in a broad product mix. The range includes plasma and LCD TVs, domestic white goods, PCs, peripherals, digital photography, games consoles, iPods, MP3 players, mobile phones and small domestic appliances, such as kettles, irons and toasters.

The markets in which DSGi operate are intensely competitive. Prices change rapidly and no retailer can afford to be uncompetitive on price. To distinguish from its competitiors, DSGi has initiated policies to develop and maintain customer relations through the provision of comprehensive before and after sales services. The Group's mission is "Being the Best".

The five key points of this philosophy are:

  1. Operating with honesty and integrity.
  2. Giving outstanding service to customers.
  3. Respecting colleagues.
  4. Continually seeking ways to improve performance.
  5. Working together to beat the competition.

This applies to all the Group's activities, e.g. deliveries, repairs and customer service, to match or beat customers' expectations. It has developed policies and procedures to ensure this is achieved.

DSG international | Meeting and exceeding consumer protection laws to drive competitive advantage