MARKETING STRATEGY AND PLAN1
Part 2: Dixon Case
Answer 1
Dixons acquisition of Silo and Tipton known as the two US electrical retailers is
identified as one of the key changes in its business operations. With such an acquisition in the
year 1987, the company earned profit of around £103m. This acquisition has made great impact
on Dixon whereby it gathered valuable insights from Silo as well as Tipton’s experiences along
with the genesis of its business strategy. These lessons had successfully ingrained in the
corporate psyche of Dixons (Dixonscarphone.com 2019).
Furthermore, Dixon’s decision of rebranding has been identified as another major
transformation which the company undertook to develop its business operations. As per reports,
in 2006 after almost 70 years, Dixon quit the high street and shifted from retail to e-commerce.
Through this transformation, Dixon stores have been re-branded in the name of Currys wherein
digital as well as their product variety has extended in order to take account of larger electrical
merchandises like refrigerators and ovens. Such a major change of rebranding had successfully
magnetized traditional Currys purchasers interest in larger electrical merchandise, yet had
appealed to Dixons clients who possessed greater ideas of new technology like MP3 players,
thereby augmenting the prospects to cross-sell to both types of shoppers (Pratley 2017).
Lastly, merger of Carphone Warehouse as well as Dixons in £3.8bn has been recognized
as recent key transformation for Dixon’s business operations. Such a merger with an aim of
forming electrical retailers selling handsets to refrigerators besides delivering services as well as
support with assembly of digital merchandise has enabled Dixon to emerge as electrical retail
giant with 3000 stores and deals achieving almost £12bn (Dixonscarphone.com 2019). From

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