Dixons Carphone Case Study

Decent Essays
Dixons Carphone: the birth and development of a retail chain

Dixons Carphone was established in 1937 by Charles Kalms. It was initially introduced as a photography studio in Southend. Then in 1948 both Charles and Stanley decided to focus their business on the retail side of photography and sell cameras and associate accessories. By 1967 Dixons have opened its own store and they now have 70 outlets. In the six years Dixons does not show any real growth as another recession looms. Therefore, Dixons are making changes in terms of its product range. From starting up as a photography business Dixson has made change to their product line and have started to stock personal computers, phones, televisions and video recorders. Within the industry there are organisations such as Amazon and Apple that are very competitive in the market. This essay will further look to see how Dixson can adopt strategies carried out by these leading organisations in the near future.

In comparison to Dixons organisation, Amazon and Apple are far ahead in the competitor in terms of it strategies. Amazon is an E-commerce organisation as there are high demand for online shopping now days, as it is convenient for customers. E-commerce strategy enables the business to expand their market to international. It also helps the business to reduce the costs
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As the market is very competitive, it is crucial for Dixson to differentiate in comparison to its competitors. As there are companies in the market that adopts to these strategies and makes them the leaders of the market. Amazon and John Lewis are both leaders in relation to its own industry. In terms of future changes, it would be better for Dixons to divide their shop into two sections as they could use one store for cameras and other one for phones. Also, it would also be beneficial for Dixons to adopt to the advertising

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