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Dollar Tree Case Study

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The Dollar Tree brand of stores has been around since 1986, when Douglas Perry, Macon Brock, and Ray Compton founded the chain as a compliment to their other business, K & K Toys (Parnell, 2014). Through the years, Dollar Tree has acquired several different dollar store and low-end retail chains to grow their business to over 4000 stores (Shetty, 2010). One of the first and most strategic moves that the company made was to shift away from carrying closeout merchandise and to become more of a traditional variety store with a wide variety of basic goods all priced at a dollar or less. To accomplish this change, the chain had to discontinue their current purchasing strategies and had to begin buying directly from manufacturers to change the type of merchandise that they had available for consumers. The second major strategic move involved changing the location of where stores are usually located. Up until this point, the stores had been being in enclosed malls. With this change, …show more content…

In 2015, Dollar Tree finalized its acquisition of the Family Dollar brand chain (Thomas, 2015). Per Thomas (2015), the combining of these two brands will give the organization more than 13,000 stores in 48 states and five of the Canadian provinces and allow them to be a multi-price point retail chain. Dollar Tree CEO Bob Sasser was quoted as saying “This is a transformational opportunity for our business to offer a broader, more compelling merchandise assortment, with greater value, to a wider array of customers” (Thomas, 2015). Another change that has been noted is that the size of the Dollar Tree stores is getting bigger. They are placing themselves in stores with more square footage so that they can offer more products and incorporate food items into their offerings. Even with combining of the two brands and expanding their store size, Dollar Tree corporation is still facing

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