INT 640 Milestone_1.docx Strategic Global Marketing Plan: Milestone 1 Situational Anal

INT 640 Milestone_1.docx    Strategic Global Marketing Plan: Milestone 1  Situational Analysis & Market Summary  INT-640-Q5370:  International Marketing Strategy  Situational Analysis: Dollar General and Thailand  Dollar General (DG) Corporationcurrently operates 16,278 stores in 44 U.S. states (Dollar General, 2020). The company maintains a low-cost, reasonably priced goods model, with most items under $10. The company competes with big-box and discount retailers at both the national and local level (MarketLine, 2020).According to Hoover™s (2020), these competitors include not only retailers such as Wal-Mart and Target, but alsolow-cost companies such as DollarTree, Fred™s, Walgreens, CVS, and Rite Aid. For the most recent operating year, DG opened 975 new stores, remodeled an additional 1,024, and further, the company relocated 100 more stores (Dollar General, 2020). Over the same period, the company reported sales increases of 8.3% while operating profits increased 8.8%, and net income grew by $1.7 billion (Dollar General, 2020). More than 75% of DG locations are found within communities of less than 20,000 people (MarketLine, 2020). The company targets populations underserved by the retail industry, with a quick, in-and-out shopping experience for staples needed on a daily basis (MarketLine, 2020).The experience is similar to that of a corner store or gas station, while giving access to household merchandise and staple foods at big-box prices by leveraging purchasing power and focused selections