Going for growth


Introduction Going for profitable growth is nothing new for Dixons Group plc. The company began in 1937 in a modest way in portrait photography. Today, it is a leading retailer of a wide range of consumer electrical goods. Its UK brands include Dixons, Currys, PC World and The Link. Dixons Group plc is the UK’s leading retailer of electrical and electronic products for the home. Its core products include audio, television and photographic equipment, home computers, phone, faxes and pagers and other domestic electrical goods. In establishing its leading position, the Group has observed some key growth principles. This case study looks at the Group’s approach to growth, first in the context of the UK domestic market and then in relation to its recent moves into Ireland and continental Europe. Growing the UK market Dixons is good at forecasting 'Where is consumer spending likely to head next, and why?' It recognises that change is inevitable, and anticipates it. Portrait photography flourished during the Second World War, but declined after 1945. Dixons foresaw where consumer tastes would move: to DIY photography. By the early 1950s, Dixons led the way in promoting and selling photographic equipment. Anticipating developments in new technology and...

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