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Revolution in Retailing Revolution in Retailing Dixons Group plc Mastercare would help Dixons to synergy. The synergy equation The use and application SWOT analysis for Dixons INTRODUCTION develop a lead in the area of service. 2+2 = 5 signifies that a portfolio of a SWOT analysis Dixons Group specialises in the PC World was not a major competitor, of businesses is more valuable Strengths The use of technology in the retailing environment sale of high technology consumer but Dixons recognised that it had than each as a stand-alone entity, While Dixons is the market leader in It is the leader in its market and has created a massive change in expectations electronics such as domestic appliances, uncovered a formula which could because of the influence of the the UK retailing electronic and electri- 2-3 times larger than its nearest personal computers, photographic cal market it cannot afford to be com- UK competitor. about how customers expect to shop in the future. provide a successful platform for group as a whole in areas such equipment, communications products further development in the field of as management, channels of placent. The business has progressed It enjoys the economic benefits of Organisations which adapt to this different focus and related financial and after through the acquisition and develop- computer sales. Each of these organisa- distribution, customer care and a large organisation with the are going to be the ones that have an influence in sales service. The Dixons Group has ment of new businesses. However, tions, except for Mastercare, were service. competitive advantage of different the future. This case study focuses on how developed its business through a examples of horizontal integration. Dixons needs to maintain its competi- brands, allowing diversity in Dixons Group plc has built on the power of its strategy of both external acquisition They possessed similar products and tive edge by capitalising on current proposition. and internal expansion. The Dixons Internal expansion trends and creating a cross brand infra- existing brands and created new brands to services which complemented the Its scale and financial strength Group today comprises seven divisions. structure that can accommodate new strengthen its market position. existing Dixons portfolio, consequently gives it purchasing power, placing it The internal development strategy services in order to meet customers’ helping to increase market share. The at the leading edge of systems, adopted by Dixons was particularly expectations. The aim of the Dixons If some of the largest and most successful retailing External acquisition benefits of these acquisitions were: products and discreet brands. effective for developing products Group is to provide unrivalled value to organisations of twenty years ago were to be Its entrepreneurial culture breeds Dixons’ external acquisition strategy the development of the business and services where high growth is its customers through the range and compared with those of today, the results would enthusiasm and competitiveness. led to Currys, Mastercare and PC across a horizontal plane. This most likely. For Dixons this led to the quality of its brands, competitive be surprising. They would reveal numerous Its national direct fulfilment opera- World becoming part of the Dixons provided growth and enabled it development of The Link, @jakarta prices and high standards of service. examples of success, failure or transition over this tion and supply chain infrastructure Group. As a method of development, to stay close to its expertise in and Freeserve. Dixons used these A SWOT analysis is a useful planning create a ready made framework for short time period. Theory shows that organisations acquisition makes sense, particularly in electronic and electrical retailing internal developments to: tool. It sets out to focus on the direct and e-commerce sales delivery. go through periods of evolution followed by markets which are relatively mature. Strengths, Weaknesses, Opportunities the opportunity to take over a segment its markets This strategy enabled Dixons to take Weaknesses revolution. The retailing industry is about to competitor and increase its market and Threats facing a business at a over a large company which already increase its market penetration Because of Dixons’ size and embark upon the most radical process of change share given moment. Carrying out a SWOT existed in the electrical marketplace analysis requires research and explo- perceived power, its competitors within its recent history. Organisations that do take advantage of further business (Currys) and also acquire a developing the fusion of resources across the ration of an organisation’s current and and suppliers regard it as much not prepare for this process, and this may include opportunities and improve its organisation with a bright future (PC business which allowed a larger potential future position. It is used to more of a threat. many famous high street names, may not be overall competitive advantage World). Mastercare was part of Currys Dixons Group to gain from match an organisation’s strengths and Also due to its size, the problems of around for much longer. when it was acquired by Dixons. A key economies of scale and improve its move into related areas which weaknesses with the external forces in the entire industry are reflected in benefit of acquiring Currys was that commercial efficiency complemented existing markets. the business environment. Dixons and reported by the media. First choice for Leaders in The games console and Britains biggest The UK’s largest chain The UK’s home Dedicated to the latest technology communication technology PC software specialist electrical store of computer superstores on the Internet customer support The leading retailer of The nation-wide specialist A new, dedicated format As the UK’s largest electri- PC World incorporates PC The first fully featured Providing state of the art, consumer electronics, with high street retailer of mobile selling a wide range of PC cal retailer, Curry’s pro- World Business Direct internet service available delivery and aftersales the latest range of TV, phone and communication games console software vides a comprehensive selec- which specialises in direct UK wide. Its flotation on services for customers of video, PC, photographic and products and services. and hardware through tion of TVs, hi-fi’s, domestic sales the London Stock Exchange Dixons, Currys, PC World, communications technology stores and the Internet. appliances, as well as a of computer products to and NASDAQ will help The Link, @jakarta, and on the high street and at wide selection business customers. Each Freeserve realise its full Mastercare Coverplan. UK airports. of PCs and communication store incorporates on-site potential. Dixons Group plc products. Larger stores technical support centres has an 80% shareholding offer demonstration facili- and customer PC training in Freeserve. The Proposition THE CUSTOMER THE CUSTOMER THE CUSTOMER THE CUSTOMER THE CUSTOMER EXERCISES Impulsive Retailing Destination Retailing Knowledgeable Customers Communication Retailing Software Retailing • Individuals, younger, male, wanting • Families, all ages wanting choice & • Category killer, appealing to all • Individuals wanting advice. • Individuals looking for information, What do you understand by Carry out a survey to find out excitement, the value. sectors of the market. advice and an enjoyable shopping 1 6 the term retail propositioning? about Internet shopping trends. latest/newest/smartest. • Need security that products are good • Households, individuals and • Looking for best price and the experience. and prices keen. business customers. right service. • Looking for best price and the latest In your survey find out: • Looking for a deal. Describe how Dixons and • Know product they want but not the • Some customers seeking choice and popular products which are easy • how many people have access • Wanting uniqueness/exclusiveness. • Small business. to find in store. 2 model. and value, others seeking technical Currys have positioned to the Internet in their homes • Instant gratification. • To meet a ‘need’ rather than a ‘want’ advice and know-how. their retail operations at and the purchase will be planned and • Desire to see latest/newest but need • how many people have used • Individuals and small businesses wanti- will not be instant. security by purchasing dependable THE PRODUCT THE PRODUCT different groups of customers. ng computers and related products. the Internet to purchase • Require convenience, high quality service products with reasonable life cycle Visit the stores if necessary to goods or services. and simple methods of payment/delivery. upgradeability. Communications for the Specialist Retailer THE PRODUCT with General Appeal make your comparisons. • Few business customers, some individu- Individual What conclusions can you als. • Wide range of games consoles and Products for the Individual THE PRODUCT • New communication products computer software products. What are the advantages draw from your findings? • New technology, latest, newest and services. 3 THE PRODUCT • Stores laid out to make products of external acquisition A SWOT analysis is used model,brands, understandable deals, Specialist Retailer easy to find. • Latest and comprehensive and internal expansion for 7 variety from which to choose. • Huge choice. to match an organisation’s Products for the Home range of mobile phones. • A separate information desk.
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