COMPANY PROFILE -Dollar Tree
Business Sector :Retail
Operating Geography :United States, Canada, North America
About Dollar Tree :
Dollar Tree Stores, Inc. is the largest and most successful single-price-point retailer in North America. Founded in 1986, it currently operates thousands of stores across 48 states in the U.S.A and five Canadian provinces. It is a customer oriented, value driven variety store operating at a one-dollar price point. It is headquartered in Chesapeake, Virginia, US. The Dollar Tree stores provide a variety of products including national, regional and private-label brands. The offerings include health and beauty, food and snacks, party, seasonal décor, housewares, glassware, dinnerware, household cleaning supplies, candy, toys, gifts, gift bags and wrap, stationery, craft supplies, teaching supplies, automotive, electronics, pet supplies, and books. As of February 2020, it employed around 56,900 full-time and 136,200 part-time associates. Dollar Tree provides its customers a wide range of products all under $1. This gives the customer high value in whatever they purchase and this is quintessentially the Company’s USP or unique selling proposition. Dollar Tree’s mission statement is “to operate profitably, empower the associates to share in its opportunities, rewards and successes; and deal with others in an honest and considerate way.” Its values are “Attitude”, “Judgment” and “Commitment”.
Dollar Tree Revenue :
US$ 23.61 billion – FY ending 1st Feb, 2020
US$ 22.82 billion – FY ending 2nd Feb, 2019
Competitive Analysis of Dollar Tree
SWOT
PESTLE
The SWOT analysis for Dollar Tree is presented below in a table followed by the detailed analysis report.
| 1.Leading operator of discount variety stores in the United States 2.Established position as a low-cost operator 3.Profitable stores with strong cash flow | 1.Penalty and reputation damage for selling expired items 2.Offering mostly processed packaged foods with limited options of fresh produce 3.Family Dollar performance weighing down on Dollar Tree |
| 1.Operate a complementary business model across both fixed-price and multi-price point strategies. 2.Expanding into suburban markets by opening more stores | 1.Highly competitive discount consumer goods market. 2.Increase in various costs such as merchandise, duties, wages, etc. 3.Impact of COVID-19 outbreak on business and operations 4.Legislations against predatory proliferation of dollar stores |
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SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Dollar Tree
Strength
1.Leading operator of discount variety stores in the United States: Dollar Tree is one of the leading operators of discount variety stores. Its stores operate under the names of Dollar Tree, Family Dollar and Dollar Tree Canada. The Dollar Tree and Family Dollar have complementary business models. Dollar Tree stores provide everything at $1.00. According to it, convenience and value offered to customers are the key factors which has helped the store grow and retain loyalty. The Dollar tree segment includes 7,505 stores and around 13 distribution centers in the US and 2 in Canada. Dollar tree stores carry on average, over 7,700 items giving the customers a huge variety to choose from.
2.Established position as a low-cost operator: Dollar tree provides all its offerings to the customers at $1.00 and hence it is very important for the store to keep its costs as low as possible so as to maintain the $1 selling price and still remain profitable. So it gives a strong focus on cost control and has establishesd itslef as a low cost operator. Due to its successful purchasing strategy including targeted merchandise margin goals, it categorically enjoys the flexibility in making sourcing decisions. Also its ability to negotiate with vendor partners allows the stores to minimize margin impacts like tariffs. No vendor accounted for more than 10% of total merchanidse purchased in the last 5 years which gives Dollar Tree stores a high purchasing power.
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Weakness
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Opportunity
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Threats
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Major Competitors :
- Target
- Big Lots
- 99 cents Only
- Walmart
- JD.com
- SuperValu
- Dollarama
- Dollar General
Major Brands :
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SWOT & PESTLE (combined)
Complete Report
EUR 20
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TABLE OF CONTENTS
DELIVERY AND FORMAT
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Check Out Analysis of Other Relevant Companies
References used in Dollar Tree SWOT & PESTLE Analysis Report
1. Commitment to Eliminate Priority Chemicals - https://www.dollartree.com/file/general/Priority_Chemicals_Commitment.pdf
2. CORPORATE SUSTAINABILITY REPORT - https://www.dollartree.com/file/general/2020_Corportate_Sustainability_Report.pdf
3. Cities lead the backlash against dollar stores - https://www.axios.com/cities-dollar-stores-backlash-fe4d2ab1-3526-4f0a-97a0-6cf788ce3857.html
4. The 'new normals' for consumer-retail-relationship: short-term and long-term - https://retail.economictimes.indiatimes.com/re-tales/the-new-normals-for-consumer-retail-relationship-short-term-and-long-term/4369
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Dollar Tree SWOT & PESTLE analysis has been conducted by Sushree Lasyamayee and reviewed by senior analysts from Barakaat Consulting.
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