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Dollar General SWOT & PESTLE Analysis

ID : 52675353| May 2020| 14 pages


Business Sector :Retail, Discount Retailer

Operating Geography :United States

About Dollar General :

Dollar General Corporation is an American chain of retail stores selling consumables, seasonal items, home products and apparel. Dollar General’s headquarters are located in Goodlettsville, Tennessee. The variety stores foster cozy shopping options for daily needs offering a carefully curated assortment of popular brands at attractively discounted prices. As of April 2020, Dollar General employs over 1,35,000 people and runs over 16,000 stores in 46 states across the United States. Dollar General’s various subsidiaries include Dolgencorp, Dollar General Global Sourcing and Dollar General Literary Foundation. The company was formerly recognized as J.L Turner & Son and later converted their name to Dollar General Corporation in 1968. Dollar General was established in 1939, family-owned by two brothers with an initial investment of $5000 each. After years of perseverance, its annual revenue now amounts to almost $23.5B annually. Fortune 500 acknowledged Dollar General in 1999 and recently in 2018.

Dollar General Corp.’s unique selling proposition or USP lies in being the largest small-box discount retailer in the United States. It also ranks among the largest retailers of top-quality brands made by America’s most trusted manufacturers. Dollar General’s mission statement reads “Serving others; by placing our customers at the center of what we do, working every day to deliver value and convenience.”

Dollar General Revenue :

US$ 27.8 billion – FY ending Jan 31st 2020
US$ 25.6 billion – FY ending Feb 1st 2019

Competitive Analysis of Dollar General

The SWOT analysis for Dollar General is presented below in a table followed by the detailed analysis report.
1. Same-store sales growth for 30 consecutive years
2. Established position as a low-cost operator
3. One of the largest discount retailers spread widely across the United States
4. Everyday low prices for national and private brands.
5. Successful in leveraging economies of scale
1. Penalty and reputation damage for selling expired items
2. Offering mostly processed packaged foods with limited options of fresh produce
1. Investment in employees to gain competitive advantage
2. Growth in their low risk real estate model
3. Partnership with FedEx to increase customer footfall
4. Expanding into more states by opening more stores
5. Expansion in private label categories
1. Highly competitive discount consumer goods market.
2. Effect of Covid-19 to defer imported merchandise from China
3. Legislations against predatory proliferation of dollar stores
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Detailed SWOT Analysis of Dollar General


1. Same-store sales growth for 30 consecutive years. In 2019, Dollar General achieved 30th consecutive year of positive same-store sales growth. This growth is mainly due to the compelling value that Dollar General provides to the customers. Also, the convenience proposition that Dollar General provides due to stores available to the customers at their location has helped it achieve this. Continuous evaluation of needs and demands of the customers helps it to gauge the customer needs properly in a timely manner and then Dollar General modifies the merchandise selections and pricing accordingly. Delivering highly competitive prices in convenient locations helps Dollar General create a unique shopping experience for the customers which provides them enough value to continue with Dollar General and helps in customer retention.

2. Established position as a low-cost operator: Dollar General, which enjoys the next-door store image is expanding rapidly in the United States by capitalizing towards cost-conscious shopping. It guarantees everyday low price which are lower than other grocery and drug stores. There are various factors that help in keeping the price low. It mainly operates in rural and suburban areas where operation cost is less. It carries the popular brands and hence the limited selection of products gives it more bargaining power with suppliers from whom it buys in bulk. Having fewer products in stock also helps in keeping the labor costs down. It also has limited stocks of fresh produce which helps in having strong margins.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Dollar Tree
  • Aldi
  • Target
  • Lidl
  • Family Dollar
  • Walmart
  • Big Lots
  • 99 Cents only

Major Brands :

  • Clover Valley
  • true living
  • DG Home
  • DG Baby
  • DG Health
  • DG Office
  • Comfort Baby
  • Bobbie Brooks
  • Smart and Simple
SWOT & PESTLE (combined)
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Check Out Analysis of Other Relevant Companies

References used in Dollar General Analysis Report

1. How Dollar General Is Bucking The Trend -
2. Dollar General Betting on Better Technology -
3. Where even Walmart won't go: how Dollar General took over rural America -
4. Dollar General opens new Halfway store, explores possibility of more stores in area -
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Dollar General SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & (2020). Dollar General SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 28 May, 2020].

In-text: (SWOT &, 2020)

Copyrights and Disclaimer

Dollar General SWOT & PESTLE analysis has been conducted by Sushree Lasyamayee and reviewed by senior analysts from Barakaat Consulting.

Copyright of Dollar General SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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Dollar General SWOT & PESTLE Analysis
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