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Dixon's Group

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S/M/176. Dixons Marketing Strategy

WORDS:: 3000
DATE:: 2006
PRICE:: 39.99 GBP

This report covers the observations of Dixons, which is located in the Clarendon Centre in Oxford. The framework for observation included Customer service, financial services, pricing strategies, the stores’ environment and other operations of the store. The results of the observation are then analyzed of whether services and operations should need improvement. This report also focuses on their pricing strategies, as to whether they are observable and what type of pricing an electrical/computer store uses. In store marketing creates the ambience for the store and usually helps sell a certain products such as tie-ing it in with sporting events, which relates it to the customer, making the store more customer friendly, and being able to promote items which aren’t selling as well, making customers aware of discounts and or sales promotions on offer. Store ambience is another subject covered as it can help in creating more sales, if the customer feels comfortable in the store, they will stay longer, and buy more, but if the store is too cold/hot, or too loud or it smells bad, customers will go elsewhere, to find comfort, or if the store doesn’t have the right colour scheme, it can miss out on sales unintentionally, as colours play a big part in customer behaviour, i.e. green creates a feeling of trees, wilderness, and Blue is a cool, sometimes cold colours, as white is sometimes seen, but can also be seen as sterile or pure. Finally, the report includes recommendations for the store. These recommendations include basic daily operation routines and services that should be change that will satisfy its customers.

KEYWORDS: Dixons, marketing, business, strategy, research, promotion, finance, branding,

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S/M/115. Dissertation. Critical Analysis on the Effectiveness of Change Management in High Street Electrical Retail in UK. Case Study: DIXONS XL, Cardiff

WORDS:: 17000
DATE:: 2005
PRICE:: 179.99 GBP

The research is based on a critical analysis on the effectiveness on change management in high street electrical retail. The researcher has chosen a case study approach for this research, for which Dixons XL, Cardiff was to be studied and the effectiveness of change management measured. The researcher starts with a brief outline about the problem background, the aim of the research and explains the organisational background in the first chapter. The literature review is done by validating existing theoretical approach on Organisational change, Need for change in organisation, Factors affecting change, Resistances to change and finally discussing on Strategies on overcoming Resistance to change. The various research methods have been briefly explained and its importance to this research is discussed and validated. The data collected using questionnaires and interviews is then analysed and presented in the form of pie and bar charts. The researcher finally concluded, in association with the aim that in certain areas of change management in Dixons XL, Cardiff have been effective but other major areas like communication between the employees, the training provided, the customer service areas has to be improved considerably and the change needed to be effectively managed.

KEYWORDS: dissertation, critical, effectiveness, change, management, street, electrical, retail, uk, study, dixons, xl, cardiff,

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E/M/16. Dixons Group. From 'Bricks and Mortar' to 'Clicks and Mortar'

WORDS:: 1500
DATE:: 2004
PRICE:: 19.99 GBP

This paper analyses the Strategies used by Dixons group to become the dominant player in electrical retail market, 7 P's of Marketing Mix of Dixons group, Porters 5 Forces and concludes with recommendations for Dixons to entice more customers to shop online.

KEYWORDS: dixons, group, bricks, mortar, clicks, mortar,

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