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Dollarama SWOT and PESTLE Analysis

ID : 521225553| Jun 2023| 21 pages

COMPANY PROFILE -Dollarama

Business Sector :Retail

Operating Geography :Canada, North America, Global

About Dollarama :

Dollarama is a retail network of dollar stores based in Montreal, Canada. The company stores are corporate-owned rather than franchised. The business sells a wide variety of common consumer products, miscellaneous commodities, and seasonal things, all at low set prices. The majority of the company's product offerings are made up of general items and consumer products. The firm's outlets are spread around the country, mostly in handy locations including urban areas, midsize cities, and small towns. Larry Rossy, a third-generation shopkeeper and Canadian entrepreneur, launched Dollarama. It all began in 1992 with a single store in Matane, Quebec, and swiftly developed to become a household name and shopping destination for Canadians from coast to coast over the next two decades. As of 2023, Dollarama is a prominent player in the Canadian value retail sector, currently operating over 1,486 stores throughout the country. The company takes pride in its corporate-owned store model and employs a dedicated workforce of over 25,000 individuals.

Dollarama's USP or unique selling proposition is that it operates the largest chain of dollar stores in Canada, with over 1,486 outlets across all ten provinces. The mission statement of Dollarama reads, "To provide customers with compelling value. Our goal is to exceed customer expectations through the quality and variety of products we offer at select, low fixed price points".

Dollarama Revenue :


CA$ 5.052 billion - FY ending 29th January 2023 (y-o-y growth 16.7%)
CA$ 4.330 billion - FY ending 30th January 2022 (y-o-y growth 7.5%)
CA$ 4.026 billion - FY ending 31st January 2021

Competitive Analysis of Dollarama

SWOT
PESTLE
The SWOT analysis for Dollarama is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Leading Canadian value retail brand
2. Issued unsecured notes with good credit rating
3. Competitive edge due to lower prices, scale and differentiated concept
4. Low cost of operations due to cheap sourcing from foreign vendors
1. Impact of COVID-19 on business
2. Large number of store closures in Quebec
3. Heavy reliance on single-distribution center
OpportunitiesThreats
1. Expanding further into unpenetrated Canadian market
2. Increasing shareholder returns to attract more investors
3. Increasing digital presence through online store and app
4. Dollarcity offers several avenues for business growth
1. Lower volume of business compared to similar US companies
2. Disruptions in supply chains due to pandemic
3. High competition from discount stores and mass merchants
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Dollarama

Strength

1. Leading Canadian value retail brand: Dollarama is a popular Canadian value retail brand known for its affordable and diverse product range. With a focus on delivering quality at low prices, the company maintains operational efficiency and constantly seeks to enhance customer experience. Dollarama, Canada's leading low-cost value retailer, Dollarama, a leading Canadian value retail brand, operated 1,486 stores across Canada as of January 29, 2023. With sales of $5.053 billion and EBITDA of $1.523 billion in the fiscal year ended January 29, 2023, Dollarama has experienced significant growth. Over the past three fiscal years, they opened 195 net new stores, expanded 47 stores, and relocated 20 stores, resulting in a 17.1% increase in their retail network by adding 2,264,543 square feet since February 3, 2020. Additionally, Dollarcity, operating in El Salvador, Guatemala, Colombia, and Peru, had a total of 440 stores as of December 31, 2022, and generated sales of US$737.5 million ($960.0 million) in its fiscal year ended December 31, 2022.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

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

Opportunity

1.  Expanding further into unpenetrated Canadian market: Dollarama has experienced significant growth in its store network, with a total of 1,486 stores in Canada as of January 29, 2023. The company aims to expand further within the Canadian market, targeting approximately 2,000 stores by 2031. Key operational advantages contributing to Dollarama's success include its extensive store presence, offering a wide variety of merchandise at compelling value, a multi-price point strategy, efficient store format, strong vendor network, direct sourcing from low-cost foreign vendors, in-house product development expertise, efficient warehousing and distribution operations, technology-driven initiatives, online store offerings, and partnerships with third-party delivery platforms.

The remaining section under "Opportunity" is available only in the 'Complete Report' on purchase.

Threat

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

Major Competitors :

  • Giant Tiger
  • B&M Stores
  • Kmart
  • Ross Stores
  • Big W
  • Home Bargains

Major Brands :

  • D
  • Plastico
  • Dollar City
  • Dollarama GP Inc.
SWOT & PESTLE (combined)
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TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?

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References used in Dollarama SWOT & PESTLE Analysis Report

1. Notice of annual meeting of shareholders and management proxy circular- https://www.dollarama.com/en-CA/corp/wp-content/uploads/2023/05/DOL-2023-Proxy-Circular-EN-vFINAL.pdf
2. Annual information form fiscal year ended January 29, 2023- https://www.dollarama.com/en-CA/corp/wp-content/uploads/2023/04/AIF-ENG-Final.pdf
3. Dollarama inc. management’s discussion and analysis fiscal year ended January 29, 2023- https://www.dollarama.com/en-CA/corp/wp-content/uploads/2022/06/DOL-Q4FY23-MDA-EN-SEDAR.pdf
4. China's Yuan's Long-Term Strengthening Trend Will Not Change: State Media Economic Recovery- https://www.reuters.com/markets/currencies/china-yuans-long-term-strengthening-trend-will-not-change-state-media-2022-11-11/
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Dollarama SWOT and PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2024). Dollarama SWOT and PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/dollarama/ [Accessed 29 May, 2024].

In-text: (SWOT & PESTLE.com, 2024)

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Dollarama SWOT and PESTLE analysis has been conducted by Anangsha Saha and reviewed by senior analysts from Barakaat Consulting.

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