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Table of Content EXECUTIVE SUMMARY2 1Background3 2Dollar General diagnosis4 aFinancial analysis4 bStrengths and weaknesses analysis5 3External Analysis7 aCompetitors7 bOpportunities and threats analysis8 4Problem identification10 REFERENCES11 EXECUTIVE SUMMARY Dollar General is a retailing company especially extreme value oriented Since its establishment in 1955 Dollar General has drastically grown In 10 years from 1955 to 1965 the Company grew to 255 stores with annual sales of 258 million Today Dollar General owns 6300 stores in 27 states with 2002 annual sales of 61 billion and more than 54000 employees This growth was extremely fast in the 1990s The number of stores grew so from 1461 in 1991 up to 6113 in 2002 Since the beginning Dollar General takes advantage of a niche by setting up profitable small stores delivering convenience and value All the Dollar Generals Strategy is based on a customer-driven distribution of consumable basics Financial situation of the Company remains really satisfying in spite of shareholders lawsuits due to restatement of its earnings few years ago Revenue growth was equal to 126 in 2003 for a total amount of 724 billion Its net income was the largest of the sector with 3199 million In the same time and over the last three years the Company has reduced its long-term debt by 448 million Such a success can be explained by a really good positioning of the Company through its external environment and among its direct competitors Dollar general knows very well how to manage the exploited niche and its opportunities The main strength of Dollar General remains its ability to constantly open new stores knowing that the key success holds in the proximity of small stores delivering convenience and value It is in fact a kind of necessary comparative advantage on this market The new CEO David Perdue has got
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