lCON College of Technology and Management Edexcel BTEC Level 5 HND in Business(QCF)

BUSINESS ENVIRONMENT-ASSIGNMENT

DIXONS RETAIL

Student name: RALUCA DEME Student ID:10526

Content

1. Dixons Retail plc Company Overview..................................................................................... 2. The policies influence from England on Dixons Retail plc Company.................................... 3. Market structures and business / cultural environment and the impact it has on the company Dixons Retail plc......................................................................................................... 4. The significance of international trade, the impact of global factors and policies on business in the UK....................................................................................................................................... 5. Bibliography..............................................................................................................................

DIXONS RETAIL

1.Dixons Retail plc Company Overview Dixons Retail plc is one of the most important electrical companies from entire Europe. Headquarters are in: Maylands Avenue, Hemel Hempstead, Hertfordshire HP2 7TG, Registered No. 3847921. Dixons Retail plc was founded in one photography studio by Charles Kalms and Michael Mindel in the High Street in Southend under the name of Dixons Studios Limited, a company registered in October 1937. The company's mission is to sell consumer electronics: personal computers, domestic appliances, photographic equipment, communication products and related services. The marketing of our products is done through over 1,200 stores covering 28 countries. During the year 2012 the company's business in the UK have made considerable progress in terms of customer satisfaction, leading to increased the businesses environment. Values available to everyone in the group Dixons Retail plc are customer focus, liabilities and results, support, interest in people, social responsibility and integrity. Dixons Retail plc goal is to provide customers in addition with quality products to comfort, ease of navigation and ease of product selection. The improvement of stores , navigation system, marking products on the shelves in order to test the products before they buy. This online test is more in online stores. The adoption of strong promotion and communication strategies, which involve a programs developing to promote services and products including: identifying customers that it seeks, the certainty of communication objectives and promotion, the imposition of the budget for these ventures, monitoring the ventures effects to see whether customers were informed and that the actions were effective. Company Dixons Retail plc is based on the objective to offer to the clients quality services with maximum efficiency. Also, The Policy Plan have in the view specific activities such as monitoring competition, periodic assessments, developing its own marketing department. With good situation in terms of trade and high development potential , Dixons Retail plc company must continue its investigation. The continuance of the investment project should be based on a careful analysis of its profitability, the incorporation of this action in this overall policy development actions the company should attend to the cost of resources involved and the impact time.

Dixons Retail plc develops policies to attract and maintain customers, which involves assessing the "cost" loss of customer, orientation to new segments of customers, switching to a personalized approach to customers and expand into new markets, develop new products and services, using virtual channels of distribution, sale on-line services. Competing on a very strong market, for Dixons Retail plc company the administration of services to a high quality and their improvement for the gratifications customer requirements. 2. The policies influence from England on Dixons Retail plc Company

England's economy is strongly affected by the current global crisis, like all other countries, and has to deal with many contingencies and financial imbalances.

a) Economic system in the UK

Given that the UK is a member of the European Union, its economic policy focused on maintaining economic indicators at a satisfactory level as possible for the economy despite the fact that it has agreed to move to the euro. Income tax is applied differently in England: from April 2012 the standard rate is 24% and the reduced rate for profits is 20% and apply from April 2011. Real GDP growth rate (as percentage change from the previous year) in 2007 was 3.6%, 1% in 2008 and in 2009 decreased to 4%. In 2010 the economy registered a slight recovery, GDP growth rate was 1.8%, but in 2011 increased more than being only 0.8% and 0.5% in 2012. Forecasts for 2013 announced a return to 1.7%. UK unemployment rate in 2011 was below the EU average being 8% versus 9.7%, as was the EU average. Total sales in the UK and Ireland division were 1,592.6 million (2011/12 1,566.1 million. Although we are in the midst of financial crisis and each sector was touched by it, Dixons Retail plc company recorded profits in recent years. While 92% of customer purchases are completed in the store, about 80% of shopping involves Internet. The company will continue in the future to improve this form of trade - websites to help customers in their shopping trip. The company's activity is well organized, so hopefully in the years we are expected to great results.

Given the financial situation of the country, Dixons Retail plc is well maintained, has clients, achieving revenue to cover expenses, recording profit in these conditions. Staffs remuneration from Dixons Retail plc is made according with the responsibilities each employee has. Encourages personal initiative , offering great opportunities for learning and growth in an environment that rewards individual performance. Employees have equal opportunities for promotion, the performance and growth potential of each being unique selection criteria in Dixons Retail plc company. For additional hours worked beyond the normal, as well as worked on Saturdays, Sundays and holidays, company staff is granted time off in the next 30 days, or under a verbal agreement before overtime work provided for products and work provided.

b) Government policies - fiscal policies

Government policies to support private companies behold more plans, more areas, aiming to support entrepreneurs: - Education and training for entrepreneurship, - Legislation and better regulation, - Availability of skills, - Improving access online - The fiscal and financial aspects, - Strengthening the technological capacity of small enterprises

The Dixons Retail plc company profits from these regulations, so through a tax system more flexible, the company manages to gain more benefits and thus provide customers with products priced much better. By improving online access, by providing online facilities company set up a website and offer customers powerful and eloquent concrete information. Dixons Retail maintain high standards of corporate governance to which directors are collectively responsible. The company's goal for the future is to participate in the debate on corporate responsibility issues, issues that represent the interests of the company, but also those of business partners. Dixons Retail wish to offer greater attention to corporate governance in order to create and develop a range of policies at European, national and local level.

Dixons Retail operates in many countries - regions with a wide variety of cultures, laws and political systems. The fundamental rule in performing duties as business and individuals, is continued adherence to the laws of the countries in which it operates. Dixons Retail attaches special importance to the spirit and letter of laws governing: Human rights, prohibition of child labor and forced labor, discrimination, working time and remuneration, collective representation of employees, quality standards, health and safety, environment, corruption and bribery, tax burden and accurate communication of financial information, fair competition.

c) Competition policy Competition is an open confrontation, fair, where sellers and buyers learn, through a continuous process of<< probing and error>>to improve the market situation and through market. Therefore, often, competition is considered the way of satisfying the interests of all participants in the economic life. In the market economy , competition appears as an objective necessity, is part of the markets "rules of the game". Market activity of the company is marked by the presence of competitors, who compete for the same market opportunities. In the UK, it is an open market economy and competition plays as a leader in their good work. To establish the price level there is needed for the demand and offer, but this can not be faced than in this competition. Competition is an indispensable asset for the market economy. No company would fail to meet the laws of free competition without a clear management policy, no strategy based on sector lucid analysis of the external environment, but also the internal organizational. In May 2008 the company Dixons Retail plc has launched a plan for its renewal & transformation , a plan that was intended to focus on customers. The main goal of this project is to improve the relationship with customers, understanding their needs in order to do business better, easier and cheaper. A very effective strategy refers to the promotion of the company, Dixons Retail plc namely wants to distinguish itself from competition, to attract, to communicate through the picture. Competing on a very strong market, for Dixons Retail plc the services administration to high quality and the improvement of these to meet the most demanding customer requirements is vital.

Also, customer loyalty is one of the most important objectives of the company. In conclusion, we can say without fail that Dixons Retail plc is one of the largest companies in the world with retention strategies for attracting customers and keeping them very good. We also need to realize the importance of these strategies for any organization, especially in today competitive environment. All companies, regardless of the industry or the sector in which they operate, must understand the importance of customer loyalty, in order that through their organization they belong there. Gradually, it seems that this phenomenon reaches all fields and enter into management of each structure, so the client must be treated as worthy as a master, as someone to come back and be happy with the services / products offered.

3. Market structures and business / cultural environment and the impact it has on the company Dixons Retail plc

In the activity, any company acting in its possibilities depending on internal and environmental conditions in which the market is made relationships with its business environment. The status and development of environment components influences the ways of orientation, strategic action and tactical enterprise, at every stage of activity. The market is an important component of business and refers to how the company Dixons Retail plc manages its business relationships. Thus, it includes relationships with suppliers and sourcing policies for providing information about products and after sales. To adapt structures to withstand market and business, Dixons Retail plc company built a number of strategies:

1) Providing a sustainable business model in a multichannel world Thus, customers must have a permanent council on technology in order to experience the products to ensure that they choose the right product. Using the Internet, customers got a lot of information.

2) Working with suppliers to reap the benefits available to business model. Dixons Retail Company plc will continue to work with suppliers across Europe, in order to provide customers with a wide range of products, from all possible brands.

3) Focusing on solutions for customers

Very important are the conversations that the company has with customers in order to inform them as well, to find out the needs and meet them.

4) Management proposals for services

Customers must recognize the retail for desired services, and so they should come in company stores and receive advice and product information. In the UK and Ireland 94% of customers are customers coming from referrals, friends or family who have received products and services.

5) Reduce costs

In the last five years, the company Dixons Retail has recorded a total cost of 285 million pounds. Very important are cost reduction strategies, ongoing cost savings programs. The company has a number of training programs that combine learning centers in order to collect customers' needs, especially to provide relevant solutions to their needs. An important strategy of market agreed by the company is to train their staff through training courses with the aim of becoming the experts on the products they sell. Dixons Retail plc understood the importance of customers to the company offering solutions to the problems they have, building a detailed plan for them to know the products better. The company provides delivery and installation help, but also to repair when things go wrong. Company, before providing services or products to customers, uses a variety of strategies to provide the best solutions, so resort to open discussions, interviews, home visits and detailed surveys. Relationship with employees is very important as satisfaction and commitment is essential to the success of any business. Dixons Retail plc Company has a number of human resources policies, programs from recruitment to post-retirement. Employees are encouraged to work in the company to the best principles, they are offered a work environment where respect for each person, be it customer, supplier or colleague, is extremely important.

To achieve good quality services, we must consider the following principles: - Sole judge of quality is the customer; - The client is the one who decides if the service is at an appropriate level, level which should increase continuously; - The company must endorse customer expectations, reducing as much as possible deviation between service performance and customer expectations; - Nothing can hinder enterprise to transform the promise (which is sold) in quality standards; - Have a strong personality and a constant effort to remove the shortcomings. Perfection is required. Only by taking details may improve quality of service.

4. Significance of international trade, the impact of global factors and policies on business in the UK

a) The significance of international trade organizations in the UK

In any society based on production, sharing is the basis of economic activity. It allows a better allocation of scarce resources and thus increase the effectiveness of the economic system. The development of the specialization accompanying economic units, which are gradually drop out to produce all the goods they need. Thus, Britain could not make an exception to this rule. International trade is very important in the effective exercise of any country, with so much as we talk about one of the most important powers of the world. Company Dixons Retail plc is part of the British economic system as one of its leading companies. The company offers its customers all the information they need to appeal to its products and services. In addition to open offices in many locations is very helpful company website: www.dixonsretail.com

Dixons Retail plc Company is present in many countries through international trade. The company's products are intended for all persons regardless of their country of origin. Along with classic trade, a new form of trade highly appreciated in England is the online trade. UK outperforms other European countries at online trading, it knows the fastest way on this segment. For example, between 2005 and 2007, the percentage of UK online sales increased by 75%.

The company Dixons Retail plc, understood the importance of online business so well that implemented a series of strategies to help business development. Also, online trading has a number of benefits: online marketing, sales outlets unemployed for better customer information, as well as a sale without sellers you to pay.

b) Global factors impact on British businesses

Struggle to maintain a clean environment and as smooth as is an important problem for the world, so no British government could not realize the importance of environment. Thus, over time, there were more and more laws that place great emphasis on protecting the environment. These programs to protect the environment influenced also the Dixons Retail plc Company. Thus, they understand that they must take into consideration the consequences they may have on ecosystems and resources. Measures to reduce these impacts is a priority of management. The company's environmental strategy includes a complete fabrication, a particular focus on energy, resource use and waste management.

c)The impact of EU policies on UK business

Dixons Retail plc takes account of labor laws in each country in which it operates. Thus, in the UK, employees are motivated by: appropriate wage work; bonuses ( for employees who come to work on Saturday or Sunday are given in addition to base salary an overtime pay, cost of overtime hours is doubled compared to the original, while holidays employees are given bonuses); promoting employee motivation wage valuation

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Bibliography

1.Braudel F., Pieele naionale n timpul lumii, Vol. I, Ed. Meridiane, Bucharest, 1989 2. Kotler Ph., Principile marketingului, 4th editions, Editura Teora, Bucharest, 2008 3. Michael Le BOEUF - How to Win Customers and Keep Them for Life, Revised Edition, 2005 4. D. Peppers, M. Rogers Le one-to-one: valorisez votre capital client, Editura dOrganisation, Paris, 2005 5. Milan Kubr, Management Consulting. Manualul consultantului n management, Editura AMCOR, Bucureti, 1992 6. Leslie W. Rue, Phyllis G. Holland, Strategic Management: concept and experiences, McGraw Hill, 1986 7. http://www.dixonsretail.com/

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