Revolution in retailing
A Dixons Group case study

Page 1: Introduction

The use of technology in the retailing environment has created a massive change in expectations about how customers expect to shop in the future. Organisations which adapt to this different focus are going to be the ones that have an influence in the future. This case study focuses on how Dixons Group plc has built on the power of its existing brands and created new brands to strengthen its market...
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Page 2: External and internal expansion

External acquisition Dixons’ external acquisition strategy led to Currys, Mastercare and PC World becoming part of the Dixons Group. As a method of development, acquisition makes sense, particularly in markets which are relatively mature. This strategy enabled Dixons to take over a large company which already existed in the electrical marketplace (Currys) and also acquire a developing...
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Page 3: SWOT analysis

While Dixons is the market leader in the UK retailing electronic and electrical market it cannot afford to be complacent. The business has progressed through the acquisition and development of new businesses. However, Dixons needs to maintain its competitive edge by capitalising on current trends and creating a cross brand infrastructure that can accommodate new services in order to meet...
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Page 4: Retailing propositions

Dixons focused on individual brand building. This positioned the retail chain in relation to each other, emphasising the ability of each to meet the needs of particular consumer segments by product and competitive attributes. This created a broad range of retail opportunities, each meeting different customer requirements, with in-store and after sales service underpinning each of the retail...
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Page 5: New channels to market

Changing technologies offer opportunities for moving into new fields of business, but provide a threat if these new fields are not successful. Dixons has been instrumental in bringing personal computers, software and the Internet into the home. Shopping habits are changing rapidly and late-night and Sunday shopping are now an accepted part of our modern lifestyle. The current trend in Internet...
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Page 6: Conclusion

The Group’s strength has come from its entrepreneurial approach to doing business, as well as its size. It has developed into a non-bureaucratic organisation, which is quick to respond to new ideas. Its group structure offers the potential to operate a business which focuses upon diversified customer needs in a fast-changing marketplace. E-commerce has placed retailing on the precipice of...
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