SWOT Analysis of Dixons Retail with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
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Dixons Retail |
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Parent Company |
Dixons Retail |
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Category |
Computer & Electronics Retail |
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Sector |
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Tagline/ Slogan |
Bringing life to technology |
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USP |
Low Price product delivery |
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Dixons Retail STP |
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Segment |
People purchasing technology electronic goods and specialty products and people requiring repair of commodity |
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Target Group |
Middle and upper middle class individuals |
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Positioning |
Value for money product delivery |
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Dixons Retail SWOT Analysis |
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Strengths |
1. Broad product offering for the customers 2. Diverse range of customers and Wide network of stores 3. Strong E-platform 4. The number one market leaders in the UK & Ireland, Nordics and Greece |
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Weaknesses |
1. Strong competition means market share is limited 2. Weak brand presence in international market |
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Opportunities |
1. Growth in E-business and Roll-Out of new stores 2. Positive outlook of LCD market 3. Global expansion and more customers |
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Threats |
1. Competitors strengthening position 2. Hike in value added tax 3. Increasing manpower cost |
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Dixons Retail Competition |
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Competitors |
1. FAMSA 2. WalMart |
The brandguide table above concludes the Dixons Retail SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.
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