This 5 page paper looks at the decision of the UK electrical retailer Dixon’s to stop selling video recorders and proposes a research study to assess the marketing implications of this decision. The paper justifies the question, undertakes a literature review and then considers the benefit and gives a brief methodology. The bibliography cites 9 sources.
Name of Research Paper File: TS14_TEdixdvd2.rtf
Unformatted Sample Text from the Research Paper:
Link and Mastercare in the UK, announced they were to phase out the selling of video players (Dixons, 2005). This may have been a good economic decision, but it is
also a decision that may result on negative publicity and bad feelings from some of the customers that still want to use this technology. This could posse a threat and
see the chain loose customers, the questions is how this can be overcome with marketing, giving us the research question of "What are the marketing implications for Dixons as a
result of their decision to stop selling VCR players". 2. Literature Review; Linking the subject with theory The sales of any goods will
go through a life cycle. The lifecycle of the video player and recorder has already lasted decades and with the advent of the DVD player, and more recently the DVD
recorder there has been a substitute that has impacted heavily on sales (Hooley et al, 2003). In 2002 the sale of DVDs exceeded the sale of VHS tapes, with an
increase of 111% and 79.6 million discs compared to the 74 million VHS tapes that were sold, which equated to a 13% drop (Dawtrey, 2002).
The quality and functionality of DVDs as well as the falling cost increased their attractiveness, and as such the complimentary product drove forward the growth of the
players. However, they remained at a disadvantage tads they would not allow for the recording of programmes. In 2005 there was a pronominal growth in the level of the DVD
recorders and the ownership of DVD players was reaching a more mature stage. During the first half of 2005 there were 4.2