Approaches to retail management:4. Dixons

Dixons' company policy is totally marketing oriented, with finance playing a supporting role. During 1975/76 total sales were over £126m, of which Dixons were £69m and Westons £57m, and the group has expanded tenfold since 1971. There are now over 400 stores, compared with only 180 in 1971. This fourth “Analysis” article examines organisation policy, product and market development, pricing and customer service, and management control and information.