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Strategy at Comet - Essay Example

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It comes second after Dixon. After its founding in 1933, Comet has continually changed its ownership. Most recently, a private investment partnership, OpCapita LLP took over the possession of…
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Strategy at Comet
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Download file to see previous pages The main strength of Comet is that it had developed the shopping experience of its customers, both in its online presence and retail store presence by use of modern computer technology (“Comet”). However, its main weakness is that it does not fully consider its customers, with whom it seems detached. Most of its strategies were not customer-centered, besides selling their products expensively. This paper therefore addresses the SWOT analysis of this company, in order to determine what could have led the company to collapse, and what can be done to revive the situation.
Comet Group Limited Company is owned by OpCapita, but is currently in administration by Deloitte. This specialized electrical retailer has its headquarters in Hertfordshire, United Kingdom, which is its primary location. It has a total of 8 000 employees and 240 electrical stores in the UK. Being part of OpCapita LLP, Comet does not release its financials. Comet claims to have prioritized its customers’ needs such as price, choice, and services (“Comet”).
Comet Company is highly diversified as it distributes a wide range of electrical products to its market. These include home appliances as well as electrical office equipment, among others. Home appliances sold include fridges, laundry, dishwashers, freezers, cooking products, and small kitchen appliances. In addition, it also distributes electronics such as televisions, digital versatile discs, computers, cameras, satellite navigation, camcorders, games and consoles, iPod, MP3, HiFi systems, blu ray, and a wide range of phones. Other special services offered by Comet are next day delivery, and home delivery services. Its representatives also perform full installation of products for customers, take back, and recycling facilities for large products, as well as after sale services (Moth 2011). Comet boasts of both the direct and online presence. Customers can shop directly at their stores or shop online through the ...Download file to see next pagesRead More
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