Family Dollar SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 524
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SWOT Analysis of Family Dollar with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Family Dollar

Parent Company

Family Dollar and Healthway

Category

Convenience Store

Sector

Food , clothing and housewares

Tagline/ Slogan

My family. My family dollars

USP

Founded as a startup in 1921, the store is the largest public chain with 8000+ stores operating across US

STP

Segment

People who have irregular working hours or work shifts and might go for impromptu purchases

Target Group

Working class professionals who want to buy everyday items like groceries, toiletries, drinks even during a weekend and also late at night as per their convenient time.

Positioning

Family dollar offers widest variety of food clothing and housewares at the lowest prices with presence all over USA.

SWOT Analysis

Strengths

1. Wise reach and network and presence in almost all US states with 8000+ stores making it the largest public supermarket chain in the USA.
2. Offers wide range of food, clothing and housewares at the lowest prices.
3. It has strong networks with brand manufacturers helping it gain in distribution warehouses and price.
4. Also offers additional attractive services to the customers like coupons redeemable from manufacturers, garden equipments, online services like product locators and EDLP

5. The company has over 50,000 employees in the workforce

Weaknesses

1. The range of food offered is limited compared to other supermarkets which limit the options available to consumers

2. Limited brand awareness outside US means limited global market share

Opportunities

1. More young professionals living away from home and working long hours prefer frozen food. Hence their target group is increasing fast.
2.Increasing purchasing power parity leading to improved lifestyles e.g – more ready to eat foods
3. Expand range of products outside the current ones to include florals, gift items etc.

Threats

1.Robbery attempts and other threats lead  to concerns for property loss.
2. Intense competition from corner stores, supermarkets, grocery stores and host of other convenience stores.
3.Lack of large scale space leading to merger of many convenience stores and increase in competition due to merger of many convenience stores.

Competition

Competitors

1) Dollar General Corporation
2) Dollar Tree
3) Walmart



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