INT 640 Milestone_2.docx Strategic Global Marketing Plan: Milestone 2 Marketing Strate

INT 640 Milestone_2.docx    Strategic Global Marketing Plan: Milestone 2  Marketing Strategy and Entry Mode  INT-640-Q5370:  International Marketing Strategy  Marketing Strategy: Dollar General and Thailand  Dollar General (DG) Corporation is currently seeking to expand its operations internationally and has identified Thailand as its current target market. Currently DG operates more than 16,278 stores in 44 U.S. states with a small-box, low-cost model that targets low- to middle-income consumers (Dollar General, 2020).   Target Market  In its™ U.S. operations, Dollar General has typically targeted communities of less than 20,000 people, as those communities are typically underserved by market competitors in a diverse and saturated retail market (MarketLine, 2020). As discussed in Milestone 1, when comparing Thailand with one U.S. submarket, Florida, there is population and geographical similarity, while Florida is much more urban than Thailand (CIA, 2020).  With a non-urban population of more than 33,000,000 people that represent more than 48% of the total population and a young retail marketplace, Thailand has significant opportunities for Dollar General.  Currently, more than half of the retail market is comprised of convenience/corner stores, and the retail market is concentrated to the greatest extent in Thailand™s largest cities, particularly in and around Bangkok (Statista, 2020). The area outside Thai cities is far less saturated, and as a result is a prime target for Dollar General.    Cou