Currys of the United Kingdom is a retailing company, which specializes on electronic products and equipment. The company belongs to DSG International Corporation and has several international branches, including those in Italy and Spain. Until late 1990s, Currys boasted one of the highest sales rates in the industry. However, starting 2000s, the company entered the period of decline, which led to the 27% drop in the costs of company's share and two consecutive profit alerts: all in 2008 (BBS News 2008). This essay observes the marketing position of the company in terms of external forces, internal capabilities, and managerial strategies to identify the conditions that cause Currys' poor performance.
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