Dixons Retail SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

Dixons Retail SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Dixons Retail, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Dixons Retail to benchmark its business & performance as compared to the competitors, and make strategic improvements. Dixons Retail is one of the leading brands in the IT & Technology sector.

The article below lists the Dixons Retail SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Dixons Retail SWOT Analysis:

SWOT Analysis of Dixons Retail

For Dixons Retail, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Dixons Retail Strengths

The strengths of Dixons Retail looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Dixons Retail :

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

Dixons Retail Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Dixons Retail SWOT Analysis:

1. Strong competition means market share is limited

2. Weak brand presence in international market

Dixons Retail Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Dixons Retail SWOT Analysis:

1. Growth in E-business and Roll-Out of new stores

2. Positive outlook of LCD market

3. Global expansion and more customers

Dixons Retail Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Dixons Retail are as mentioned:

1. Competitors strengthening position

2. Hike in value added tax

3. Increasing manpower cost

Dixons Retail Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Dixons Retail:


2.  WalMart

Hence this concludes the Dixons Retail SWOT analysis.

Continue reading more about the brand/company.

About Dixons Retail

Dixons Retail Overview
Parent Company

Dixons Retail


Computer & Electronics Retail


IT & Technology

Tagline/ Slogan

Bringing life to technology


Low Price product delivery

Dixons Retail STP

People purchasing technology electronic goods and specialty products and people requiring repair of commodity

Target Market

Middle and upper middle class individuals


Value for money product delivery

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to Dixons Retail. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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