The paper "Dick Smith Holdings Limited Marketing Strategies " is a great example of a marketing case study. The report examines current Dick Smith Holdings Limited marketing strategies and makes the most appropriate recommendations for the company’ s future strategies. To achieve the best results the company’ s physical stores in Western Australia were visited and observed. As well, the company has a website that was mystery shopped with the primary objective of understanding various strategies that are used by the business. Some of the most significant information concerning the organization’ s marketing was found by exploring how customer services are delivered. For instance, the way the employees of the company serve various customers who mainly come to purchase electronic products such as personal computers, desktops, mobile phones and other products.
Other things that were observed include customer relationship management (CRM) programs, product offerings, pricing strategies, the design and usability of the website, the physical stores, and even the location of the business. In addition to the above, in-depth research on the relationship between the online website and the bricks and the motor store was also conducted to come up with information on the current marketing strategies.
Some of the key problems identified include poor leadership and lack of enough electronic products. This has led to the company making massive losses that had earlier on led to the speculations that the firm may close most of the physical stores in Western Australia and New Zealand. History of the company Dick Smith Holdings Limited was established in 1968 by Dick Smith and was owned as a family business until 1982. The company developed as one of the best retailers of consumer electronics in Western Australia.
It was formerly regarded as the Dick Smith Electronics. The initial location where the business began as a small premise in a car park in Sydney suburb. Research indicates that the total initial capital was AU$610. One of the leading businesses that the company involved in the beginning was servicing and installation of the car radios. However, as the business grew there was a substantial need to move to a better premise. As a result of the increased profitability and the increase of customers, the company moved to Atkinson Street in 1969.
The owner, Dick Smith, opened a wholesale to run the radio installation and servicing business. The wholesale-only dealt with the selling of electronic products. It is worth noting that the company substantially benefited in 1970 with the Radio CB boom. As a result, Dick Smith Electronics began the sale of personal computers (PC) and related electronic components (Dennis at el 7). Target Market and Positioning Dick Smith Holdings Limited targets all the members of the society who are interested in the use of electronic products such as personal computers, laptops, and related products.
However, the majority of the customers are the people who are employed since they have the money to purchase these products. On demographics, men of the young and working-age are the primary customers. This is mainly because these are the primary people interested in technology and related advancements (Levy 8). As well, these are the group of people in the society that have a lot of money to spend on products such as computers, mobile phones, etc. on psychographics, most men in the young generation are interested in the latest technology, therefore, are the majority clients of the Dick Smith Holdings Limited.
Finally, on the Market Positioning, the company positioned itself in dealing with the retail of only electronic products. The products sold are categorized into the following primary groups: TV and Video, Computer and Tablets, Phones, Cameras, Audio, Appliances, Office Supplies, and Gadgets, Toys, and Video Games.
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