SWOT analysis for Dixons Retail PLC Essay Example | Topics and Well Written Essays - 2000 words

SWOT analysis for Dixons Retail PLC - Essay Example This is because the aspect of globalization has increased competition in the market by leaps and bounds with organizations using various strategies including predatory pricing to capture markets and thwart off the competition in the market. It has therefore become very important for business organizations to analyse their internal environment so as to generate optimum advantage of the opportunities offered by the market. It also helps an organization to use its internal strengths and external opportunities in an attempt to take care of the weakness in its internal environment. One of the most common and useful tool to analyse the internal environment is the SWOT analysis. SWOT is an acronym that implies the Strengths, Weakness, Opportunities and Threats faced by an organization. The strengths and weaknesses come from the internal environment and the Opportunities and threats emerge from the external environment of an organization. The present study would analyse the business strategi es of Dixon Retail Plc especially its internal strengths and weaknesses and external opportunities and threats so as to generate competitive advantage in the market. The analysis of the internal environment assumes significance as it determines the competitiveness of an organization in the market. Retail giant Dixon Plc is the largest electronic goods retailer across entire Europe. The company was incorporated in the year 1937 in the United Kingdom. Over this long period the company has made significant strides to emerge as the largest retailer in its industry segment with its network of stores spanning 13 nations across the length and breadth of Europe and providing employment options to approximately 38000 individuals. The company apart from Europe also has operations in 13 other nations. The total number of stores as on date is about 1200 with the company being the market leader in UK and four other nations. The company has a considerable number of brands under its umbrella that are extremely popular with the target market audience. The product categories available in its stores include electronic consumer durables like computers to cameras and other such devices offering a complete package for all electronic goods under one umbrella. The company has a bricks and clicks mod el of retailing under which it sells its products through physical stores as well as through the online channel. Dixon has a dedicated online web portal that helps it to provide e-commerce business channel and increase its market penetration and also offer greater convenience to the customers of the organization. The company is listed on the bourses of the London stock exchange where its stocks are actively traded. The immense size and growth of the company can be realised from the fact that it is now presently being listed under the prestigious FTSE 250 index making it one of the topmost companies of UK and Europe (Dixon Retail, 2011). The following sections would analyse the internal strengths, weaknesses of the organization along with an analysis of the external opportunities and threats using the SWOT analysis tool. Methodology   The research methodology used for conducting the SWOT analysis involves a mix of primary and secondary research techniques. The secondary research wo uld be carried out using a variety of data sources including books, journals as well as other sources of credibility. It would also include analysing the annual reports published by the company in order to get a better analysis of the internal environment. Only credible sources of information would be used for gathering information about the