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Dixons Stores Retail Group

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Submitted By logitdellboy
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DSGi (formerly called Dixons Stores Retail Group plc) is one of Europe’s leading electrical retailing groups with 1,200 stores and online stores. It is represented in 28 counties and has over 40,000 staff (DSGi n.d.). The company has brands such as PC World, Currys and dixons.co.uk to name a few. In year 2009/10 the company had-pre tax profits of £133.2m (DSGi 2010).

Strategic decisions are made by directors in the company with the support of shareholders. Strategic decisions are a long term plan that determines what the business will do as a whole. An example for DSGi would be their “five-year plan to transform the business” (Baker 2010). This plan involves a concentration on brand identify rather than just price promotions, in relation to marketing. The idea with this plan is to set them apart from rivals such as Comet who use price promotions as their main marketing focus.
Tactical decisions are used in order to achieve the overall strategic decision and focus on how it will be done. These will be made by department directors and heads of departments. One way DSGi have done this is to try increase customer service. Another example for DSGi which Niall O’Keeffe, DSGi marketing director made, is the recent advertising campaign which featured Star Wars characters, R2-D2 and C-3PO, which was focused to highlight the dual branded Currys and PC World megastores, which have recently undergone a reformatting part of the strategic plan to raise the brands identity (Baker 2010). This advert is part of how DSGi intent to accomplish the overall strategic decision.

Operational decisions are made to address present issues and focus on how resources are to be allocated best; they can be made quickly allowing the overall desired strategic outcome to be achieved. An example for DSGi could be where to put new stock in the shops; this will be different for each store so shop

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