Fundamental of Marketing Case Study Example | Topics and Well Written Essays - 3000 words

Fundamental of merchandise - Case Study ExampleIt expanded into the European market by acquiring Elkjop, a leaders Nordic retail merchant, and this led to further growth of the business. Further acquisitions include UniEuro in Italy, and other acquisitions in Ukraine and Russia. In Russia, Dixons explored a joint affect with an existing ElDorado, but decided not to pursue the joint venture (Jobber & Ellis-Chadwick, 2012, p, 66). Dixons sell Plc expanded into Ireland, Greece and the Czech Republic to become Europes largest specialist electrical retailer and services fraternity (Jobber & Ellis-Chadwick, 2012, p, 66). All along, Dixons retail Plc has developed a robust business model, in which the node has not always been in the heart of the companys business planning. Initially, the groups emulous position was focused on the product-focused approach. The company used the stack-em highsell-em cheap positioning statement (Jobber & Ellis-Chadwick, 2012, p, 66). The companys produc ts were sold in brightly coloured stores that attracted customers by being packed with new and excite electrical goods. Customer satisfaction was not a central focus to this strategic approach hence it was overlooked (Jobber & Ellis-Chadwick, 2012, p, 66). However competitors had not missed out in this aspect. Given the marketing environment, Dixons Retail Plc had to mull over a marketing strategy to maintain its market share, and even perform better in the market. A formal marketing planning process outlines how the elements of a marketing mix willing work unitedly to ensure maximum effectiveness (Grensing, 2013, p 21). The marketing planning process defines marketing goals. It also outlines the strategies that will be used to meet the marketing goals and the tactics, which will be implemented to strike the marketing strategies (Grensing, 2013, p, 21). Dixons Retail Plc, when devising its marketing strategy, applied a formal marketing planning process, as described next. First , Dixons Retail Plc formulated a mission statement by devising a meaningful statement of the endeavor and direction of business. The company devised a transformation strategy which would include the customer at the heart f the business. This approach was to be guided by a new positioning statement bringing carriage to technology (Jobber & Ellis-Chadwick, 2012, p, 67). According to McDonald and Mouncey (2011, p, 27), a strategic marketing plan should begin with a mission or a purpose statement. Therefore, Dixons had formulated a new mission or purpose statement to direct objectives that its new marketing planning process had to achieve, in the form of a transformation strategy. Second, there were boilers suit objectives that were meant to shape Dixons Retail Plcs marketing plan or transformation strategy. In this case, Dixons Retail Plc had five, take a shit objectives for its strategic plan. The objectives include that of laying focus on the customer (Jobber & Ellis-Chadwick, 2 012, p, 67). Therefore, Dixons retail Plc was to put the customer at the heart of the business, in devising its strategic marketing plan. Another objective that Dixons Retail Plc set to achieve was that of focusing the portfolio on winning positions (Jobber & Ellis-Chadwick, 2012, p, 67). Thus, the companys strategic marketing plan would involve drop in areas or markets where it would be assured of obtaining and retaining many