2 Analyzing the Challenges Faced by Dollar Tree in the Competitive Retail

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Analyzing the Challenges Faced by Dollar Tree in the Competitive Retail Environment

Abstract

Chapter 1 – Section I: Introduction to the organization 

History 

Dollar Tree, Inc., renowned for its competitive $1.25 or lower pricing, is a customer-centric, value-driven company. With over 16,000 stores, each location offers a wide range of products, including food, toys, household items, cleaning supplies, seasonal items, and more. Selling items for such low prices has made Dollar Tree one of North America’s largest value discount stores (Robertson & Schlager, 2022). It all began in 1953 when K.R. Perry opened a Ben Fraklin variety store in Virginia, later renamed K&K 5&10. In 1970, the founders Macon Brock, Doug Perry, and K.R. Perry began working together and founded K&K Toys in Norfolk, Virginia, which exponentially grew to have over 130 stores on the East Coast. This business continued to operate and served as the base, which would become Dollar Tree (Dollar Tree, Inc., 2024). 

Table 1 

Major historical moments for Dollar Tree, Inc. throughout the 90’s  

Year 

  

1986 

Macon Brock, Doug Perry, and K.R. Perry founded Only $1.00 with only five stores but also continued the K&K Toys stores. 

1990 

K&K Toys was sold, and the acquired assets were invested in the expansion of dollar stores. 

1994 

The name Dollar Tree Stores was adopted. 

1995 

The business went public on NASDAQ with an exchange at $15 per share. 

1996-1997 

Dollar Tree Stores acquired Dollar Bill$, Inc. and its 136 stores. 

End of 1990 

Dollar Tree Stores acquired 98-Cent Clearance Centers and $One Stores and its assets. 

Note. All information retrieved from (Dollar Tree, Inc., 2024)  

The 2000s marked an exponential growth period for Dollar Tree, as they acquired various competitors, including Dollar Express, Greenbacks, Inc., 138 Deal$; which proved to be a great decision as time passed. In 2006, they celebrated their 20th year of retailing all products at $1.00, and in 2007, they reached a market cap of $3.28 billion in sales (Dollar Tree, Inc., 2024). This assisted Dollar Tree in earning a place inside of the Fortune 500 list in 2008, as they held the best-performing stock that year. As the 2000s closed, Dollar Tree moved 100 spots on the Fortune 500 list and established seven distribution centers across the United States (Dollar Tree, Inc., 2024). 

Table 2 

Major historical moments for Dollar Tree, Inc. throughout the 2000’s  

Year 

  

2010 

Dollar Tree opened its 4,000th location and expanded into Canada. 

2015 

On July 6th, Dollar Tree acquired Family Dollar, which was established in Charlotte, North Carolina. 

2019 

Dollar Tree introduced Dollar Tree Plus, offering high-value items for $3 and $5. 

2020 

The company exceeded $25 billion in sales for the first time in their history. 

2021 

Dollar Tree introduced the Combo Store Format, which combined Dollar Tree and Family Dollar. 

2022 

Dollar Tree increased its product price to $1.25 nationwide after 36 years. 

Note. All information retrieved from (Dollar Tree, Inc., 2024) 

Competitor 

Dollar Tree’s major competitor is Dollar General, which is based in Goodlettsville, Tennessee, and is known as the leading dollar store in the United States. The company was founded in 1955 when J. L. Turner & Son created the dollar store concept and opened its first store in Springfield, Kentucky (Long et al., 2019). Dollar General Corporation went public in the 1960s and grew as decades passed. By 2018, the company had more than 14,500 stores opened across the United States. Many of the products inside their stores are priced at $10 or less, and they have been able to continue selling certain items at $1 or less. The stores sell everyday items for low prices, typically in middle/low-income families in small towns (Long et al., 2019). Within the stock market, Dollar General has overtaken Dollar Tree in shares, which has left them as the second-largest dollar store in the United States. 

Section II: Statement of the Problem 

Dollar Tree has experienced organizational challenges, including a high attrition rate (or low attrition rate), safety concerns, and inadequate staffing. These issues harm the company’s bottom line and brand, resulting in declining revenue and loss of market share to its direct competitor, Dollar General, and other discount variety stores. The steep revenue reduction needs to be reversed to save the company from bankruptcy. The strategy should encompass revamping the organizational culture as its edge. 

Section III: Research Question 

Given the significance of the dollar retail market in the current inflationary economy, can Dollar Tree overcome adversity and remain competitive? 

 

 

Section IV: Hypothesis 

Due to Dollar Tree’s failure to address adversities, the organization has experienced a decline in profits and operational issues such as high employee turnover, safety concerns, and loss of competitive advantage, etcetera.  

Section V: Research Significance 

This learner-researchers aim to examine the business structure, labor, and community impact of Dollar Tree and to help understand the issues the company faces which have led to a decline in revenue and increase in operating costs over several years. As a business that geographically focuses its stores in urban and suburban areas where food deserts are prevalent, Dollar Tree has served as a pillar in these areas, providing accessibility for a variety of foods at an incredibly economic value (Sainato, 2019).

However, despite the many benefits that Dollar Tree offers its audience, customers are having trouble finding products on the shelves due to a lack of employees to stock the merchandise. This shortage of staff has led to unhappy employees and customers who are missing out on the services that workers must provide, such as timely check-out interactions, finding the items they are looking for in the store, and being kept safe by regular maintenance of the floors and shelves (Bjella, 2022). Fewer employees working in the stores has contributed to the high level of shrinkage the company has experienced since products are not being shelved in time for customers to purchase. That lack of supervision also created an environment in which theft and vandalism increased, contributing to the shrink rate.

Furthermore, there have been substantial amounts of fines stemming from the Occupational Safety and Health Administration (OSHA) due to safety infractions found inside multiple stores leading to an unsafe environment for both staff and customers. This research paper seeks to explain the significant issues the company is facing in the competitive retail environment and how those issues have contributed to a decline in profit (Goldman, 2023).    

Section VI: Purpose 

The purpose of conducting this research is to bring forward the issues Dollar Tree is struggling with such as safety concerns, high turnover rate and loss of competitive advantage and find solutions for them so the company can regain its competitive advantage and continue to grow in the increasingly competitive retail environment. Dollar Tree not only faces internal threats but external ones from direct competitor Dollar General and retail giants like Amazon (Hipp, 2019). It is important to dissect not only why Dollar Tree is struggling to retain employees and increase their profits, but also how they can eliminate those issues with lasting resolutions. Dollar Tree is a community resource that serves an important purpose in providing food, cleaning supplies, toys, and basic clothing to residents who may struggle to find or afford these items otherwise. It would be a positive impact for the company to understand its weaknesses and implement strategies to managing their labor and capital so that they can continue to thrive and offer customers value (Sun, 2018).

This research will also highlight the strengths that the company possesses, which have led to its prior successes. According to Yahoo! finance, the company has a competitive advantage in the retail environment due to its strategic positioning. Dollar Tree offers merchandise that draws in customers into the stores because of the fixed price of the products thereby taking the guesswork out of shopping. In addition to the low-price differentiation strategy, Dollar Tree started to capitalize on its product assortment, offering new items in different price points to entice customers by giving them a choice between budget, mid-range, and economic “luxe” products. Customers could shop for hair accessories, for example, and enjoy the experience of perusing a selection of basic to fine haircare without leaving their necessities behind (Gurufocus Research, 2020). 

Section VII: Data Collection/Research Methods 

The data collection will focus on a combination of methods, so multiple sources will be utilized in the process.  In evaluating the company’s financial standing, NASDAQ and information from other stock exchange entities will be used to analyze the company’s viability in the discount variety store industry. Their financial statements will also provide insight into the company’s financial status and how its increasing operational expenses may have affected its competitiveness (Abdulshakour, 2020). At the same time, economic data from government and reputable sources will also be collected to determine inflation and other pertinent economic information relating to the price increase after the pandemic. Defining inflation and other similar economic information is crucial as they have a cost-push effect on the company’s expenses. For example, post-pandemic inflation has likely increased the cost of the products they sell as suppliers and manufacturers suffer from the price increase of their inputs. Similarly, Dollar Tree’s overhead is likely to increase due to the cost-push effect of inflation. The research will also utilize peer-reviewed journals to explore the possible solutions for the issues that trouble Dollar Tree.  

Research Method 

The research will employ a combination of qualitative and quantitative approaches. Quantitative research involves using measurable information and applying relevant mathematical techniques for analysis (Mohajan, 2020).  The quantitative approach will involve determining the extent of inflation and how it affects the company’s costs. This increase in cost will be compared to the price of the company’s products and how it affects the company’s bottom line.  

However, qualitative research uses non-numerical information to understand a certain phenomenon (Jones, 2023). In the case of Dollar Tree, it will help to explore the type of issues that are plaguing the company. Similarly, the qualitative approach will help determine the best action to address these issues and regain its competitive advantage.  

Section VIII: Chapter Summary 

       Dollar Tree is experiencing a precipitous challenges that must be addressed. It is hypothesized that its decline is caused by the organization experiencing a reduction in profits and operational issues such as high employee turnover, safety concerns, and loss of competitive advantage. This has made the company skimp on wages, safety, and improvement, making it lose its competitive edge. The study will use quantitative and qualitative methods to prove the hypothesis that inflationary pressures made the company’s price point untenable. The qualitative methodology will also help to explore the solutions that will help the company regain its competitive advantage. 

Chapter 2 – Section 1: Literature Research 

Research on High Employee Turnover 

Within the retail industry, employees serve as the foundation of a business as they represent the brand image, sales, and customer satisfaction and operate store locations. According to the U.S. Bureau of Labor Statistics, the retail and hospitality industry is the largest employment sector in the United States. This sector comprises 21% of the U.S. workforce, which is estimated to be around 31 million employees (Fuller et al, 2022). However, this industry has been severely affected by high attrition due to the effects of the COVID-19 pandemic and increasing inflation across the country. This has created an immense challenge for the retail and hospitality industry as the turnover rate is the highest by more than 70% across all workforce sectors (Fuller et al, 2022). Employees do not hesitate to leave their positions as they know there is a wide range of options for them, and they have various tools that can assist them in finding a new job.

In an article by Business Insider in 2023 (Reuter, 2023), they cover this ongoing issue faced by the entire industry. In January 2023, the employee turnover rate reached 4.1%, surpassing pre-pandemic highs following the “Job Openings and Labor Turnover Survey” from the U.S. Bureau of Labor Statistics. According to (Reuter, 2023), this ongoing issue has been visible to all as big industry giants, including Walmart, Home Depot, and Kroger, are investing large amounts of money to stop the problem from worsening inside their businesses. 

In an attempt to combat and mitigate employee turnover in 2021, retail businesses like Walmart decided to move many workers to a full-time work schedule. According to (CNBC, 2021), this strategy moved 740,000 part-time employees of its 1.2 million Walmart hourly store employees to a full schedule. Walmart has been facing this issue due to the increasing popularity of online shopping, which decreased the need for staff and resulted in a 27% decrease in part-time employees. However, due to the COVID-19 pandemic, this percentage rose to 29%. However, this strategy also occurred due to pressure from labor-backed groups on Walmart for not keeping up with rival competitors in the industry like Target, Amazon, and Costco. According to CNBC, Costco decided to increase its minimum wage to $16 per hour. Target and Amazon chose to set their minimum wage at $15 per hour. These are ongoing changes that organizations will continue to make if the turnover rate does not increase. Employees seek jobs that provide them with a good enough salary and benefits as the cost of living has risen substantially over the last few years in the United States. In return, organizations will be able to see that their employees are happy, which will be reflected in sales, customer satisfaction, public image, business operations, and more (CNBC, 2021). 

Research on Employee Safety Concerns 

Within the retail industry, organizations must ensure that employees and customers are always safe as it mitigates the possibility of facing legal consequences. For example, by implementing proper safety protocols, organizations mitigate possible accidents and establish a better workplace environment for all employees. According to the Centers for Disease Control, many employees believe retail stores are safe work locations. However, every year, thousands of young employees are injured due to not having proper knowledge of workplace hazards. In 2020, an estimated 142,000 young employees missed work due to work-related injuries, according to the Bureau of Labor Statistics, with one of every five young employees injured inside a retail job (CDC, 2023). Upper management within all organizations should work to ensure that all employees in the workplace receive proper training to prevent any accidents. Amid the COVID-19 pandemic in 2020, various employee safety concerns rose due to the level of engagement employees faced with the public. According to the Occupational Safety and Health Administration, they provided proper guidance for organizations to protect employees inside retail operations that remained open during the pandemic (OSHA, n.d.). Retail workers were in critical and high-traffic environments as they engaged with customers daily, which increased their chances of exposure to COVID-19. The OSHA administration suggested two types of controls, including engineering controls that suggested retail businesses implement physical barriers to mitigate employee contact with the public. Another control was administrative controls that included mitigating contact with customers by offering them the use of self-checkouts when possible (Occupational Safety and Health Administration, n.d.). Despite the COVID-19 pandemic coming to an end in May of 2021, it went on to change how retail businesses protect their employees as they are in contact with the public on day-to-day operations.    

As concerns for employees for employee safety increase, business giants such as Walmart are investing in finding new innovative solutions to reduce employee injuries inside their stores. According to an article from Walmart.com, they invested in an innovative form of technology, and the ultimate goal was to reduce work-related injuries among their employees(Walmart, 2021). As their employees actively worked to provide service to customers, Walmart wanted to ensure that they were also safe. This technology focuses on employee safety as they are actively working to find new ways to make the employees’ jobs more accessible and more efficient. This tiny sensor worn by employees measured specific data to help Walmart reduce injuries. It provided a safety score from 0-100; the higher the number, the safer each employee was. After a year of testing, ergonomic-related injuries in their testing location decreased by 65% (Walmart, 2021). During the COVID-19 pandemic, the retail industry was severely affected as employees were constantly engaging with customers, which also increased their chances of exposure to COVID-19. Retail companies like Amazon quickly assessed the issue to ensure their employee’s health and safety were adequately protected. According to About Amazon.com, they invested over $11.5 billion in 2020 on COVID-related issues to keep their employees safe and ensure that business operations could continue. They provided equipment to protect staff, such as masks, gloves, hand sanitizer, cleaning sprays, and disinfecting wipes. Amazon also enforced social distancing and introduced more janitorial staff to mitigate chances of exposure in the workplace. As these staff members continued to work as the world came to a halt, they increased their employees’ wages (Amazon Staff, 2020). Organizations in the retail industry must continue to find new innovative ways to keep their employees safe as they serve as the foundation of the business of all operations. 

Research on Strategic Leadership and its Effects on Employees 

The retail environment is competitive and has a small profit margin. Many businesses that were profitable can face financial danger due to strategic and operational management failures. With an increase in overhead costs and operational costs due to inflation, many businesses are struggling to go back to the same level of profitability they experienced prior to the Covid-19 pandemic (McDonald, 2020). The retail industry can sometimes suffer from a lack of commitment to the work that needs to be done in order to lay a solid foundation for a safe workspace where employees feel appreciated and motivated to work hard. Many employees feel underpaid and underappreciated, which may lead to them allowing certain problems to continue without taking the initiative to help limit or resolve those issues. As a leader, it is important to anticipate problems that may arise since employees might not alert management to certain operational failures, such as lack of training or safety issues. Operational failures can stem from poor training from the local stores to the corporate level. When leaders and managers are in positions without proper training, it can make it difficult to operate efficiently (Shuler, Palmieri, & Cooper, 2020).   

Retail is a fast-paced environment that requires a lot of quick thinking and agility. Managers and leaders can influence many factors in the retail environment such as productivity, turnover, revenue, and innovation, all of which are vital for success in a competitive and fast-moving industry. Employee motivation and performance can be affected by a lot of factors, but management can directly contribute to a culture of low expectation and lack of trust. When that happens, employees may stay employed for less time and work less efficiently (Duong and Kleiner, 2024).  

According to the World Health Organization, workplace stress is a global phenomenon for the world’s workforce and can be made worse by poor management. About half of all working individuals have quit a job because of a bad boss. These working relationships that have a negative impact on workers also affect every other facet of that organization, from retention to safety issues. A company will likely not be able to increase its profits if it can’t hold onto dependable employees who work to bring that profit in for the business. They also risk creating a reputation for themselves which could decrease applicants from trying to work with that company (Miller-Jones, 2017).  

Managers and leaders can heavily influence productivity, revenue, innovation, and turnover. Management that contributes to a lack of trust or low expectations can decrease employees’ motivation or performance, which can affect strategic planning. Managers can assist in creating a proactive environment by learning from their failures and encouraging experimentation. Being a strong leader means overseeing the team from an objective point of view, understanding the strengths and weaknesses of employees and encouraging them to work harder and be better. It also means leading by example, which can be difficult from a corporate perspective. In many companies, the people working in corporate offices who make decisions about what happens at the store-level have never worked in stores themselves. The expectation for each employee at every level within the company’s hierarchy must be realistic (Potter, 2018). For example, at Whole Foods Market, when Amazon acquired the organic shopping chain, many employees were unhappy with the changes that happened, such as stagnant wages, fewer benefits, and loss of a voice in the company. When workers are unhappy, whether it is due unsatisfactory compensation or unmanageable workload, the effects travels throughout the company in the form of loss of reputation, revenue and damage to the brand all of which can lead to a loss of competitive advantage (Tarasov, 2022).  

Research on Competitive Advantage in the Retail Environment   

Since retail is such a fast-moving environment with low profit margins, it is important to realize that motivated employees work well for the company can be a source of competitive advantage. One example of a company in the retail environment that has a competitive advantage is Costco. As far as grocery stores go, Costco routinely trains their employees to do great work in the stores, but also incentivizes those efforts by promoting store workers into corporate positions. Employees know that there is a good chance for them to grow with the company and make a career with Costco, so their hard work is noticed and encouraged. Because their employees are generally satisfied with the company, Costco’s metrics are consistently better than their competitors in the industry. For example, lower shrink rates, lower employee turnover, and steady profits are some of the successes they have earned through utilizing their competitive advantage (Hayashi, 2019).   

While there are companies like Costco in the retail environment that have maintained a strong competitive advantage over the years, there are others who have had the advantage but eventually lost it and suffered financially. Winn-Dixie emerged into the environment and gave customers the convenience of doing their grocery shopping in one place. Much like Dollar Tree, Winn-Dixie fulfilled a need within the community by introducing a type of shopping experience that offered cheap prices on what consumers needed in one place. As time went on and other competitors stepped in, Winn-Dixie lost its competitive advantage because they did not change their strategies to keep up with new encroaching competition – Walmart and Publix (Berdychowski, 2023).  

Walmart had low-cost differentiation as one of their key strategies and became known for having the lowest prices on their products and being a One-Stop shop for customers. Although they were entering a very competitive environment, Publix came in and provided an exciting value proposition in the form of customer service. Even though their prices may be slightly higher than that of the competition, they draw in customers by utilizing customer service as one of their many competitive advantages. Customers do not feel slighted that they may be paying a higher price because they were in an environment that made grocery shopping a pleasant experience (Schumacher, 2019).   

In order to gain and maintain a competitive advantage, companies in the retail industry must utilize multiple strategies that are interconnected. for example, employee retention, leadership and demonstrated concerns for the safety of employees as well as the consumer can greatly affect the success of a company. Success in direct financial terms and its reputation with consumers, vendors and competitors. Leaders must remain agile and highlight the importance of proper training at every level in the company’s hierarchy.

Section II: Comparative Company Analysis.  

Dollar General and Dollar Tree are major competitors in the dollar store retail market. Compared with Dollar Tree, Dollar General has over 19,000 stores in 48 states, while Dollar Tree has 15,000 stores in 48 states. Revenue for Dollar General in 2023 was over 37 billion dollars, while Dollar Tree was only 28 billion (Case & Eidelson, 2023).  

While Dollar General is the leader in the dollar store industry in revenues and store locations, it has also been the subject of major criticism in mainstream and social media. Most recently, several media outlets have reported that Dollar General received the severe violator label for violation of federal workplace safety laws by the United States Occupational Safety and Health Administration (OSHA). This label is commonly used for little-known construction companies (Case & Eidelson, 2023). Violations include rat infestations, birds nesting in the store and pooping on the merchandise, and faulty doors. Dollar General has also been cited for blocking exit routes due to stores that are clogged with inventory. Violations include the store conditions and expired products such as medicines and food. Additionally, employees have been required to work in stores without air conditioning, forcing some workers to line their work pants with ice packs to remain cool (Case & Eidelson, 2023).  Due to these violations, Dollar General is facing more than twenty-one million dollars in fines from OSHA.  

With the news regarding fines reported by mainstream media, the organization’s leaders face pressure from investors to resolve these issues. At the annual meeting, a proposal was passed by company shareholders to hire an independent third-party auditor to address Dollar General’s policies and procedures regarding workers’ safety. In the proposal, shareholders asked the auditors to evaluate the procedures or actions that led to the violations and how they affect the safety and well-being of workers (Fourouge, 2023). Despite concerns from investors, the Board of Directors recommended that shareholders vote against the proposal. There is no current date for the audit, but the company spokesperson encouraged employees to provide feedback through the proper channels and said that they would work with them to address concerns.  

            In addition to being subjected to fines from OSHA, Dollar General has dealt with employment issues. Dollar General managers and employees have taken to social media to report inhumane working conditions, low pay, and concerns regarding their safety when working in the stores. Employees regularly reported that they were the only ones working in the store for hours at a time, being robbed at gunpoint and being forced to confront violent shoplifters. Dollar General has become the hub for gun violence. Since 2014, 49 people have been shot and killed in a Dollar General Store because of gun violence (Fourouge, 2023). In 2023, a shooter walked into a Dollar General in Jacksonville and fatally shot three people before turning the gun on himself. Employees have complained that Dollar General stores are subject to this type of act due to a lack of safety measures, such as proper lighting outside the store and faulty doors. Despite the company’s policy requiring multiple employees at vital times of the day, including closing time, employees have reported that it is rare that more than one employee is in the store.  

Despite reporting record profits, Dollar General continues to pay low wages. According to the Economic Policy Institute, 92% of Dollar General workers make less than $15.00 an hour, and 22% make less than 10% (Nadelle, 2022). In addition to low wages, the company has reduced the number of hours employees can work. With unsafe working conditions, low pay, and their concerns being ignored, Dollar General workers took matters into their own hands. Workers joined Step Up, a community organization that educates dollar store employees on understanding employment rights and how to mobilize protest (Step Up Louisiana, n.d.). At the annual meeting, workers, along with Step Up, protested outside the company’s corporate headquarters. Using proxies from some of the shareholders of the company, one of the workers was able to attend the meeting and spoke to shareholders and the Board of Directors regarding low wages and store conditions (Case & Eidelson, 2023). In response to the protest, Dollar General plans to invest 150 million dollars in additional store labor, which is more than 50% more than originally budgeted (Delesline, 2023). In hopes of restoring stability and confidence in the organization, on October 12, 2023, the Board of Directors also fired CEO Jeffrey Owen and brought back former CEO Todd Vasos (Silverstein, 2023).  Owen had only been CEO for one year after being employed with Dollar General for over three decades.  

            The reinstatement of Vasos was a strategic move by Dollar General’s Board of Directors as they believe he can rebuild stability and renew confidence in the company. This move, though surprising to some, was a relief for stockholders who had watched their investments decline by 60% over the past year. However, Mr. Vasos promised to return the company to operational excellence for all parties, including internal and external customers (Delouya, S, 2023).

Nevertheless, the big question is how quickly can he stem the tide of disgruntled employees? Lesley Pyle of The Entrepreneur (2022) exposits that high employee turnover is a lose-lose situation and highlights its negative impact on employees’ morale. She further stated that a company that is struggling with that issue must re-evaluate its internal business practices and build a healthy work culture that will be beneficial to all involved parties (Pyle, 2022). 

            Furthermore, coupled with all the issues mentioned above, Dollar General and their dollar store competitors are dealing with opposition to the opening of new stores in over sixty cities and towns in the United States (Bitter, 2024). This is partly due to communities protesting dollar stores’ complacency in providing customers with products that are free from toxic chemicals and, thus, are detrimental to the welfare of the customers (Limmer, 2024). Dollar Tree was also affected by the boycott but was able to enter some markets, such as Nottawa Township in Michigan after the developer sued the township (Bitter, 2024).  

Dollar General’s leaders disagree with the negative reports by the media and employees. In fact, in 2021, Dollar General was named Retailer of the Year by Progressive Grocer (Acosta, 2021). Dollar General was also listed as one of the World’s Most Admired Companies in 2022 and 2023 by Fortune Magazine (Dollar General, n.d.). Leaders believe because of the culture of the organization, and development programs, they can recruit quality employees not only just in their stores, but warehouses and corporate headquarters. Leaders claim the opportunities for growth are like no other retail establishment. For example, part-time sales associates can become key carriers within six months. Key carriers are individuals responsible for opening and closing the retail stores. Dollar Tree has also reported that 75% of their job placement in leadership roles were store managers that were promoted (Acosta, 2021). 

Leaders contend that the opportunities for career growth at Dollar General are endless. Offering sign-on bonuses for drivers who would like to drive the DG Private Fleet is also a reward for working for the company. The DG Private Fleet consists of tractors and drivers responsible for providing fresh products to retail stores as part of the DG Fresh Initiative (Acosta, 2021). In the area of training, Dollar General has received the Training Magazine Hall of Fame Award for Best New Training Initiative Award in 2023 and #1 on the Tennessee’s Healthiest Employers List (Dollar General, n.d.). 

Dollar General is now the subject of a federal lawsuit claiming the company made false or misleading statements regarding several aspects of store operations including store conditions, outdated inventory, allotment of employee hours, artificially inflating revenues, and earnings, and overcharging customers (Newsfile Corp, 2024). This lawsuit encourages investors that have lost over $100,000 to become a part of a federal class action lawsuit against the company. With OSHA fines, employee protest, and investor litigation lingering, Dollar General has a tough road ahead of them despite record profits. 

            When the overall issues are taken into consideration, the CEO and Board of Directors of Dollar Tree and Dollar General should adopt Maslow’s hierarchy of needs theory (McLeod, 2024) and Herzberg’s two-factor theory (Nickerson, 2023) and use them as guides in the improvement of employee satisfaction. When the veil on employee turnover is lifted, all the factors influencing employee dissatisfaction will become visible. Dollar Tree could also implement some of the ideas that were put forth by Dollar General, such as investing more finances into the labor pool. This could be used to hire and train more staff and offer comprehensive benefits, better health care options, competitive salaries, and paid time off. 

In addition, they could also reevaluate upper management and make changes, whether by replacing or reclassifying them. This may help to bolster confidence and reinstate trust in the hierarchy. They could also improve advancement opportunities and allow their employees the chance to have a better work-life balance. Companies that care about their employees provide a secure and supportive environment where they can grow and thrive, thus reducing the epidemic turnover. This will also be evident as they will benefit from a more dedicated, productive, and loyal workforce. Finally, by implementing these steps, both Dollar Tree and Dollar General will ultimately create a foundation for success and sustainable growth in the future.  

Section III: Extended Analysis & Summary 

Section I introduced relevant macroeconomic and industry trends impacting dollar stores. The shift to online shopping presents significant challenges as dollar stores have traditionally relied exclusively on physical footprints of stores in areas convenient for their target consumer base (MacGillis, 2020). However, the comparative analysis revealed that while Dollar Tree has mainly focused on physical stores, Dollar General has been innovating its format with new store prototypes such as “pOpshelf.” This shows that Dollar General is more proactively addressing the threat of e-commerce erosion of in-store sales by expanding its omnichannel presence. In contrast, Dollar Tree has lagged in this aspect. Relating to budget-conscious consumerism, all dollar store competitors have succeeded in attracting customers by positioning themselves as a low-cost solution and offering deep discounts on essential products (MacGillis, 2020). Nevertheless, differences have emerged between competitors’ strategies. Dollar General has expanded its assortment considerably beyond consumable products into new categories like home goods more aggressively (Lee, 2023).  

Section II provided a deeper analytical dive through a comparative financial analysis of Dollar Tree, Dollar General, and Family Dollar. The metrics examined revealed that while Dollar Tree has shown relative financial strengths in recent years in areas such as revenue growth and profit margins, it lags behind competitors in essential growth indicators like comparable store sales increases and new store openings. Dollar General, in particular, appears to be more aggressive in expanding its physical footprint and proactively diversifying its revenue streams. Consumer research insights from Section 2 supported theories around time-pressed, budget-conscious shoppers strongly valuing convenience attributes. Initiatives at Dollar Tree centered on optimizing quick shopping trips through improved in-store workflows and more compact/accessible assortments, potentially boosting its appeal versus rivals undertaking broader merchandising transformations (Perry, 2022). However, the competitive analysis found Dollar Tree was not keeping pace with innovating new store prototypes and formats pioneered by Dollar General. Meanwhile, understaffing issues negatively impact pricing accuracy compliance at Dollar General’s Family Dollar division, demonstrating the consequences of operational execution deficiencies. In synthesizing these disparate research findings and industry theories, specific gaps emerged between Dollar Tree’s approach and best practices – most notably around physical growth, omnichannel development, and format innovation – providing opportunities for enhanced strategic alignment. 

Competitive Strategies and Competitor Analysis 

To remain competitive, Dollar Tree must understand the strategies used by its main competitors, Dollar General and Family Dollar. A comparative analysis of these companies provides insights into how Dollar Tree can strengthen its position. Dollar General has taken an aggressive expansion approach, investing $1.6 billion in capital expenditures in 2022 alone with plans for $1.8-1.9 billion in 2023 (Lee, 2023). This includes rapidly opening new stores, remodels, and relocations, with goals of 1000 new stores and 2000 remodels/relocations in 2023 (Lee, 2023). Dollar General is “trying to attract shoppers beyond its core low-income consumers” through new pOpshelf store formats stocked with unexpected products like home goods and art supplies (Lee, 2023). 

However, Dollar General’s rapid growth comes with challenges. The company “botched its supply chain for a good deal of last year,” resulting in shortages of warehouse capacity that negatively impacted profits (Lee, 2023). Dollar General’s CEO acknowledged “inefficiencies in moving goods throughout our internal supply chain” during this period (Lee, 2023). As Lee (2023) notes, some analysts question if Dollar General is attempting too much too quickly. Dollar General’s struggles provide an opportunity for Dollar Tree. If Dollar Tree can match Dollar General’s expansion while maintaining reliable supply chain execution, it can capitalize on its missteps. However, Dollar Tree must innovate its assortment and store formats like Dollar General’s pOpshelf concept to attract new customers beyond its core low-income base (Lee, 2023). 

Family Dollar has also underperformed compared to Dollar Tree. Financial analysis showed declining sales and profits at Family Dollar compared to Dollar Tree’s growth. Family Dollar stores frequently fail pricing inspections, with over 30 local stores failing in recent weeks alone, potentially due to understaffing issues affecting compliance (Perry, 2022). This demonstrates operational weaknesses Dollar Tree could exploit by ensuring accurate prices across its stores through adequate staffing and oversight. The demise of Toys R Us also provides lessons for Dollar Tree. Experts cited failure to innovate operations and adapt to changing consumer behavior as factors in Toys R Us’ downfall (Wharton Podcast, 2018). Dollar Tree must avoid becoming outdated and embrace e-commerce, tailor assortments to modern preferences, and focus on customer experience beyond low prices to differentiate itself long-term. 

In summary, Dollar General poses the most significant competitive threat due to its market share gains from expansion. However, Dollar General’s aggressive growth may leave openings for Dollar Tree if it can expand more smoothly while innovating its offerings. Family Dollar’s operational deficiencies related to understaffing and pricing accuracy suggest an opportunity for Dollar Tree to outperform with more vigorous execution across its more extensive store base. To maintain these advantages, Dollar Tree must continue to innovate while avoiding the mistakes that hindered competitors like Toys R Us. 

Competitor Analysis and Summary 

Chapter II’s analysis of macrotrends, financial benchmarks, consumer insights, and competitors provides a framework for Dollar Tree’s strategic positioning. Rising e-commerce, budget constraints on consumers, and changing demographics are macro factors challenging all dollar stores. While dollar stores have benefited, continued adaptation is needed (MacGillis, 2020).  

Financially, Dollar Tree has outperformed peers recently in metrics like comparable sales, margins, and asset utilization. Dollar General is the fastest growing and expanding format offering (Lee, 2023). Peer benchmarking showed Dollar Tree lags in crucial growth areas like new stores and e-commerce, which Dollar General is addressing. 

Consumer insights found that Dollar Tree shoppers value discounts and convenience from quick shopping trips. Initiatives to enhance convenience for time-pressed customers while entertaining new users are needed. A competitive analysis found Dollar General is leading in market share gains from expansion but potentially overextending after supply chain issues from too much growth that is too fast (Lee, 2023). Family Dollar demonstrated operational weaknesses around understaffing impacts on pricing compliance (Perry, 2022). Finally, Toys R Us’ demise showed that failing to innovate operations and adapt to changing demands can be fatal (Wharton Podcast, 2018). Dollar Tree must avoid becoming outdated through proactive approaches. 

In summary, Dollar Tree outperforms financially but requires strategic initiatives matching competitors’ approaches to growth areas like stores, e-commerce, and new formats. Leveraging rivals’ vulnerabilities while addressing macro changes through adaptation and innovation will be essential for Dollar Tree to defend its market position long-term in an evolving industry. Maintaining reliable execution as initiatives expand will also be essential to capitalize on opportunities while avoiding competitors’ missteps. 

 Chapter 3

Section I: Current Company Operations

Recent Historical and Current Financial Aspects of Dollar Tree, Inc

IBISWorld has created what is known as the Industry Competitor Matrix, where a comparison is made between companies in an industry to gauge their position in the Matrix; the quadrant a company falls within the matrix can give indications about productivity, performance, and strategy. The Matrix compares three markers: market shares, revenue, and profit. Within the Dollar & Variety Stores industry, there are four major corporations that make up the majority of the market shares: Dollar General Stores, Dollar Tree, Big Lots, and Five Below. Dollar General is classified as an “All Star” since its performance in market shares, revenue and profit are strong. Dollar Tree is classified as an “Incumbent” for its strong market shares but with low growth in revenue and profit (IBISWorld, n.d.). 

When compared with its competitors within the Dollar & Variety industry, Dollar Tree has shown strong indication that it is a company that performs well and brings consistent revenues and profit despite the increases in its operating costs.  Dollar tree, unlike its counterparts in the retail environment, made profits despite the slight decline of 0.67% from $7.788 billion in 2021 and $7.737 billion 2022. In 2023, profit rose to $8.935 billion as the company returned to its steady path of profit growth (Dollar Tree Annual Report, 2023). Compared to Dollar Tree, Dollar General’s profit over the past few years has continued to increase from $10.719, $10.813, and $11.820 in 2021, 2022, 2023, respectively (Dollar General Annual Reports, 2023).

Organizational Hierarchy and Structure

At the helm of Dollar Tree’s hierarchy sits Rick Dreiling as the Chairman and Chief Executive Officer. He was appointed to that position in January of 2023 and brings over fifty years of retail expertise to the organization. He is followed by many C-suite officials such as Jeff Davis, Chief Financial Officer; Mike Creedon, Chief Operating Officer; and Jenn Hulett, Chief People Officer. The officers are responsible for different functions within the organization, including legal affairs, information technology, finance, people management, and operations.

Following the main officers are leaders who direct other areas such as diversity, supply chain, merchandising, and sustainability. There is also a Chief Ethics and Compliance Officer whose main function is to ensure that the organization complies with regulations and adheres to ethical standards to avoid being penalized by the governing authorities (Dollar Tree, Inc., n.d.).

Leadership Approach

Dollar Tree’s leadership team focuses on achieving continuous improvement in every area of the organization. They also ensure that the organization experiences profitable growth while delivering exceptional value to their customers. Additionally, their leadership style embodies a mix of customer-centricity, strategic planning, and operational efficiency (Dollar Tree, Inc., n.d.).

Human Resource Aspects of the Organization and Review of Benefits and Pay Scales

The most valuable resource for any corporation is human resources or employees in the legal sense. Dollar Tree which owes Family Dollar has over 200,000 employees, 16,000 stores and 25 distribution centers throughout 48 states and 5 Canadian Provinces (Dollar Tree Inc. , 2024). Employees range from cashiers and sales associates in retail stores to the Chief Executive Officer. Dollar Tree pays its employees well below the industry average. For example, a District Manager for Dollar Tree makes only $70,000 where the median pay is $130,000 per year (U.S. Bureau of Labor Statistics , 2023). In retail stores, the compensation for a sales associate/cashier for Dollar Tree is $8.39 to $9.50 an hour (Indeed, n.d.). According to the Bureau of Labor Statistics, the median salary for a retail worker/cashier is $14.79 per hour (U.S. Burea of Labor Statistics , 2023). Dollar Tree salaries are comparable to competitor Dollar General. For example, a store manager at Dollar General makes, on average, $51,157 while making only $50,000 at Dollar General. Although similar to its competitor, the compensation at Dollar Tree is well below the industry standards in the area of compensation.

In the area of benefits, Dollar Tree offers a package to full-time employees that includes medical, dental, prescriptions and vision plans, health savings accounts, and flexible spending accounts to help employees save money and expenses (Dollar Tree, n.d.). They also offer virtual medical visits such as Tele-Doc and a wellness program to help associates accomplish health goals. Life insurance policies are fully paid for by employees, and employees have the option to purchase short- and long-term disability plans (Dollar Tree, n.d.). In addition to these plans, Dollar Tree offers an Employee Assistance Program (EAP) and DailyPay, allowing employees to choose their payday. (Dollar Tree, n.d.). Dollar Tree also offers a 401(k)-retirement program, which provides a dollar-for-dollar match on the first 5% of the employee contribution (Dollar Tree, n.d.). And finally, employees can participate in the Employee Stock Purchase Plan where employees are allowed to buy stock at a discounted rate (Dollar Tree, n.d.).

Labor Relations Issues

Dollar Tree’s labor relations issues are insurmountable due to its management’s failure to correct the problems that arise daily. According to Fortune.com, the Occupational Safety and Health Administration (OSHA) has issued about 403 violations since 2017, totaling more than $13.1 million to date. They also mandated that the organization implement and maintain a 24-hour hotline where employees can report safety concerns and use it as an avenue to prevent retaliation against workers. Additionally, it was stated that the hazards and violations are preventable, and if the company complies with OSHA’s recommendations, the employees will have a safer environment in which to work (The Associated Press, 2023).

Specific Legal or Ethical Issues Relevant During the Organization’s Recent History

In recent years, Dollar Tree has been the focus of several legal matters in regards to hazardous work conditions, specifically in retail stores. In the company’s Code of Ethics, Dollar Tree states they are committed to providing a safe working environment for all employees and complying with all Occupational Health and Safety Administration (OSHA) policies (Dollar Tree Inc.). However, the company has been fined more than 13 million dollars since 2017 due to unsafe working conditions and unanswered complaints filed by employees (Wiessner, 2023). Hazardous working conditions include broken air conditioning in the store, only one employee working in the store for hours at a time, infestation of rodents, faulty doors, overflow of inventory that blocks fire exits, broken water sprinklers, and exposed electrical wires. To settle the matter, in August 2023, Dollar Tree agreed to pay $1.35 million dollars in penalties and to conduct a safety assessment in the retail stores (Wiessner, 2023).

On the matter of ethics, Dollar Tree has been accused of predatory practices by having clusters of stores within certain neighborhoods. The dollar store industry operates more stores than McDonald’s, Starbucks, Target, and Walmart combined (Holmberg, Mitchell, & Holmberg, 2023). Dollar Tree has been accused of targeting communities with a diminishing economy, particularly communities of color. Dollar Tree has also been accused of pushing out local mom-and-pop grocery chains by placing their stores next door or across the street from a local community store. Many of the local stores sold fresh produce and meat, which Family Dollar and Dollar Tree do not sell, leaving residents in rural areas with few food options. In Palm Beach County, within a 4-mile radius from Okeechobee Blvd north to 45th Street, there are two Family Dollar, two Dollar Generals, and one Dollar Tree for a total of 5 dollar stores. In the same four-mile radius, there are only two Publix grocery stores, one Walmart, and an off-brand grocery store, Food Town. To have multiple dollar stores within four miles confirms what other cities all over the country have been experiencing when it comes to the dollar store industry.

There is good news on the horizon regarding these unethical practices as communities are fighting back. In 2018, Tulsa City Council passed one of the first ordinances in the country targeting dollar stores. Since that time, over 75 communities have blocked dollar store proposals (Holmberg, Mitchell, & Holmberg, 2023). Other cities have enacted municipal laws that limit the amount of dollar stores or have imposed a temporary moratorium on opening new dollar stores. Many other cities and towns have classified dollar stores as a conditional use for zoning purpose which required stores to go through a more stringent approval process.

Marketing Issues

The marketing landscape has changed over the years with the rise of social media and the benefits that it can bring to the marketing mix. Marketing is an essential aspect of what makes a company successful. Through the use of the four Ps of marketing — Price, Product, Placement and Promotion, Dollar Tree has captivated its audience with its affordability, simplicity and a variety of products on the shelf. With its stores in urban, suburban and well-trafficked areas, and busy neighborhoods, the company is able to attract a variety of customers to try its assorted products (Sainato, 2019).

According to Media Radar, Dollar Tree, Inc. The company has also partnered with Google and other providers, such as Daily Motion and Western Mass News to disseminate its marketing campaign as well as advertisements to attract new customers and maintain the loyalty of its current ones. When a company runs a successful marketing campaign and manages to meet the metrics, such as turning followers into paying customers, it’s a celebrated event. The results are two-fold: it gets customers into the stores, but it can also highlight the places where the company is lacking (Hyken, 2020). A key issue that continues to affect the company is the lack of employee presence in the store to provide necessary services such as overseeing the needs of customers through excellent customer service and shelving products for those customers to purchase; that has led to the company experiencing a high shrink rate which has contributed to its increasing cost of goods sold and operating expenses (Bjella, 2022). 

Despite those concerns, Dollar Tree has been successful over the years as evidenced by its continued high levels of profit even during the lockdown in 2020, which negatively impacted a lot of industries. Dollar Tree is by no means the only company in the industry that is facing turnover and safety concerns; even its competitor Dollar General struggles with them. However important those concerns are, they have not prevented the Dollar Tree from being profitable, but they can be an indicator of not maximizing shareholder’s value, which is a core purpose of a business. 

Innovation and Technological Advancements

It is essential to have sophisticated information and technology systems within the retail industry as they are critical in day-to-day operations. Retail stores are innovating to find new ways to better assist customers, and it is known as format wars in which organizations battle to set and control technical standards in a market (Hill et al., 2019). Dollar Tree, Inc. has been no exception, as in 2021, they introduced a new retail media network through Chesapeake Media Group. This platform allowed customers to have a more engaging and personalized experience with the company while shopping online (Dollar Tree, Inc., 2021).

On September 15th, 2023, Dollar Tree, Inc. decided to revamp its Family Dollar mobile app to offer customers a better shopping experience. The new app system introduced a redesigned interface that made it easier for customers to use while they shopped online as customers could quickly manage various items such as coupons, payment methods, and weekly ads and easily search for items all from the comfort of their mobile device (Dollar Tree, Inc., 2023). Emily Turner, Chief Marketing Officer at Dollar Tree, stated that this mobile app would appeal to their customers as they continually want to help customers do more and save more while shopping online (Dollar Tree, Inc., 2023).

Industry Environment Factors

The retail industry has environmental factors in place that could threaten Dollar Tree, Inc.’s future competitive success. According to Time, FDA officials found 1,100 rodents in a Family Dollar distribution center, contributing to various recalls across six states (Samuels, 2023). Dollar Tree was placed in the public spotlight as it ran aggressive anti-union campaigns to prevent employees from forming unions and even closed a store location in Missouri due to employees voting in favor of a union formulation (Samuels, 2023). In an attempt to prevent this issue from worsening, Dollar Tree attempted to convince employees at a Connecticut store location by swaying them with money so they would vote against a union drive (Samuels, 2023). OSHA has also repeatedly cited Dollar Tree and rival competitor Dollar General for workplace safety violations, including blocking exits and walkways and employee exposure to dangerous situations inside their stores.

Dollar Stores in the United States have proliferated over the last decade, with over 30,000 stores nationwide, now more than the locations of Walmart and McDonald’s (Mitchell & Donahue, 2018). However, small communities have begun to combat Dollar Stores from opening store locations in their area due to the economic distress they cause. Dollar Stores don’t allow local businesses and grocers to prosper, leaving small communities with only Dollar Stores that lack fresh groceries and food for the community (Mitchell & Donahue, 2018). Small communities across the U.S. began protesting these businesses, and with the help of city officials, they have been able to formulate policies with strict guidelines to prevent Dollar Stores from opening new locations in the area (Mitchell & Donahue, 2018).

Section II: Corporate Business and Strategies

Mission, Goals, and Vision

Dollar Tree, Inc.’s founding and implementation of business strategies are the mission statement and goals the business represents. They have committed to improving people’s lives as they strategically consider how they affect communities with their store locations across the United States. Dollar Tree’s mission is to provide value and a great shopping experience to all its customers visiting stores daily (Dollar Tree, Inc., n.d.). Their values include accountability, belonging, empowerment, excellence, and integrity (Dollar Tree, Inc., n.d.). They wish to be known as a business that commits to their results to create a place where people feel valued. Dollar Tree takes pride in exceeding expectations amongst its customers and ensures they will do what’s right to honor their company and the communities they serve. They have also committed to the environment as Dollar Tree wants to mitigate climate change effects by innovating to reduce environmental impact (Dollar Tree, Inc., n.d.). Lastly, Dollar Tree values its people the most, as it believes in equitable and ethical treatment for all employees, wishing to empower employees to foster growth and meaningful careers for all (Dollar Tree, Inc., n.d.).

Corporate strategy

Corporate strategy is a restructuring tool that is frequently used by businesses in acquisitions and mergers and the divestment of their portfolios. This type of strategic management is valuable as the company apprised its lines of business to determine how to increase or create the most value out of them.  An organization such as Dollar Tree must peruse all the companies in their purview and decide whether they work well together, the way they impact each other and the structuring of the parent company so they can improve on their processes, human capital, and the way things are governed. This will give them an edge in the market and boost their competitive advantage (Vipond, 2023).

Business Lines in Relation to Company Vision

Creating new lines of products or acquiring new businesses can be a way for companies to diversify their corporate portfolio to maximize the profitability of the business and its resiliency to changes in the market. The CEO’s role in this matter is creating strategic goals, allocating resources among the different areas of business and making decisions about whether to invest or divest from specific areas of business to maintain profitability of the whole corporation (Hill et al., 2019). Having a portfolio full of acquisitions that do not fit with the company’s long-term vision can be a distraction that takes away available capital resources from many projects, which can backfire (Yampolsky, 2019). Both the Dollar Tree Stores and Family Dollar are in the Dollar Tree, Inc. portfolio. The company acquired Family Dollar in 2015, adding to its market share within the Dollar & Variety Stores industry. With the acquisition, Dollar Tree, Inc was able to expand its reach in the market by being able to offer products at different price points. 

Related or Unrelated Diversification

Dollar Tree’s strategic approach involves both related and unrelated diversification. Initially recognized for its single-price-point model, the company expanded by acquiring Family Dollar, representing related diversification. This move allowed Dollar Tree to offer its services to a broader consumer base and offer a diverse range of products.

Market Positioning and Brand Portfolio

The related diversification strategy aimed to promote Dollar Tree’s market positioning by tapping into different consumer demographics and geographic locations. However, this approach has faced numerous challenges, forcing dollar stores to examine their related diversification strategy (Manninen & Huiskonen, 2022).

Initial Focus on Value

In the early stages of Dollar Tree Company, its strategy entailed a simple approach with a single price point model. In this approach, all the products were offered at $1. This aligned with the consumers whose approach to making purchases was based on the affordability of the products. Over time, Dollar Tree underwent strategic evolution by introducing a multi-price model. This involved incorporating higher-priced items alongside the traditional $1 products. This strategic shift allowed Dollar Tree to adapt to changing market dynamics, thereby responding to inflation and expanding profit margins (Sykes, 2022).

Levels of Hierarchy and Decentralization

Organizational structure in large companies such as Dollar Tree is a crucial component of the success of any organization. Organizational structure determines how the company delegates roles and responsibilities of all positions in the organization. Organizational structure also determines job functions, accountability, and decision-making authority (Organ, 2023). Additionally, organizational structures include maintaining the right hierarchy level and deciding if the organization operates a centralized or decentralized business model. In the case of Dollar Tree, the organization operates a decentralized hierarchy business model that is vertically differentiated. Vertical differentiation is defined as location of decision-making responsibilities within a structure referring to centralization or decentralization and the number of layers in the hierarchy referring to whether the organizational structure is tall or flat. (Hill, Jones, & Schilling, 2020). For example, in the retail store locations, Dollar Tree has a District Manager, Store Manager, Operations Assistant Manager, Merchandise Assistant Manager, Customer Service Representative, and Sales Floor Associate (Dollar Tree, n.d.). The overall responsibility of the District Manager is to ensure sales goals are being met, the Store Manager and Assistant Manager are responsible for store operations and the customer service representative and sales associates are responsible for greeting customers, processing transactions, and stocking shelves (Dollar Tree, n.d.). Each position has a role and responsibility in the organization. Dollar Tree is at the right levels of hierarchy and decentralization with vertical differentiation within the organization as the decisions are made on all levels within the organization.

Compensation Strategy

Dollar Tree has implemented a compensation strategy to attract and retain talent within the retail industry. The strategy includes competitive base salaries, benefits packages, and performance-based incentives (Dollar Tree, n.d.).

Performance-Based Rewards

The company utilizes performance-based rewards as a crucial component of its compensation strategy. Incentives such as bonuses, recognition programs, and opportunities for career advancement are tied to individual and store-level performance (Hill et al., 2014).

Employee Satisfaction and Retention

Dollar Tree’s compensation and reward systems are designed to foster employee satisfaction and retention. By offering competitive compensation packages and recognizing outstanding performance, the company aims to create a positive work environment (Dollar Tree, n.d.).

Implementation of Controls

Dollar Tree employs strategic controls to ensure the effectiveness of its business strategies. These controls encompass financial performance metrics, operational efficiency measures, and key performance indicators (KPIs) aligned with organizational goals (Dollar Tree, n.d.).

Financial Controls

Financial controls involve regular audits, budget reviews, and variance analyses to monitor and manage the company’s financial performance. This ensures fiscal responsibility and alignment with strategic objectives (Dollar Tree, n.d.).

Operational Controls

Operational controls focus on monitoring and optimizing store-level operations. Utilizing technology and data analytics, Dollar Tree tracks inventory levels, assesses customer preferences, and enhances operational efficiency (Dollar Tree, n.d.).

Section III: Chapter Summary

The analysis provided delves into various aspects of Dollar Tree, Inc. Firstly, it examines the company’s performance within the Dollar & Variety Stores industry, comparing it to competitors and assessing factors like market shares, revenue, and profit.

Then, it delves into Dollar Tree’s organizational hierarchy structure and leadership approach, outlining key leadership roles and their responsibilities. Dollar Tree, Inc. competes with well-known companies like Dollar General Stores, Big Lots, and Five Below in the Dollar and Variety Stores sector. Dollar Tree remains profitable and has a substantial market share despite problems like labor relations, safety concerns, ethical issues, and litigations. The company’s management strongly emphasizes operational effectiveness, client-centricity, and continual development. However, their pay amounts to industry norms, and their effect on local communities draws criticism.

Examining human resource elements such as pay, benefits, and labor relations concerns reveals both the company’s advantages and disadvantages. Discussed are moral and legal concerns, such as workplace safety infractions and unscrupulous corporate tactics, as well as the company’s response and the reaction from the community.

Marketing strategies, technological advancements, and industry environment factors are explored, showcasing Dollar Tree’s efforts to adapt and thrive in a competitive landscape. The company’s mission, goals, and vision emphasize value, customer experience, environmental responsibility, and employee empowerment.

Dollar Tree employs diversification strategies by acquiring Family Dollar, aiming to broaden its consumer base and product offerings. The company’s mission focuses on providing value, fostering community impact, environmental sustainability, and equitable treatment of employees. It implements compensation and reward systems to attract and retain talent and strategic controls to ensure alignment with organizational goals and financial performance.

Overall, Dollar Tree, Inc. demonstrates resilience amidst industry challenges while striving to uphold its values and achieve strategic objectives.

Chapter 4

SWOT Analysis: Dollar Tree

SWOT analysis is a crucial management technique to evaluate a business’s potential for survival and success amidst competition. Teoli et al. (2019) define SWOT analysis as a tool that can measure a business’s performance compared to its competitors. According to Hill et al. (2017), SWOT analysis is crucial as it ensures the company’s strengths and abilities match the environmental needs. The market is saturated with competition from various companies that strive to outperform one another. To maintain competitiveness, a company must implement effective strategies. Effective strategies may include strong leadership, highly skilled labor, and quality products. All these attributes can contribute to solidifying the company’s brand in the market. This tactic is employed by renowned brands such as Nike, Amazon, Microsoft, Apple, Adidas, and many others. This research aims to emphasize the SWOT analysis of Dollar Tree company, shedding light on why leadership is identified as the primary weakness.

Section 1 – Internal Weaknesses and Strengths:

Leading

Dollar Tree, Inc.’s leadership consists of the top management heads, who are the most influential structures in the company, serving as the company’s driving force and implementing its strategic goals. While working in the organization, top executives like the Chairman and CEO Rick Dreiling, who are delegated with operational and decision-making processes, play a vital role. Rick Audrey’s leadership style focuses on high responsibility, empowerment, and integrity, which are essential values to provide the company with sustainable development. He has been the one who retained and emphasized the strategic direction of Dollar Tree during varying crisis times while securing the interest of the customers and creating a good working culture.

On the one hand, however, Rick Dreiling’s exceptional characteristic as a motivational leader encourages his team members to dedicate their best effort and contribute to the company’s success. His skill in drawing a passionate vision of the Dollar Tree and overcoming the employees to reach the line of getting the goals, which is a common tendency among them, makes the organization more competitive and resilient across the industry. However, Rick Dreiling favors practical communication skills, both upward and downward, which ascertain ranges and functions consistent across the organization’s relevant levels.

Indeed, while Rick Dreiling adequately demonstrated leadership abilities, his leadership strategy could undoubtedly have its weaknesses, too. For example, adaptive leadership and delegation leaders could be reinforced by being more responsive to individuals’ necessities and tendencies. He highlights accountability and empowerment in problem-solving; some instances require a more personalized approach in management to realize the maximal performance of individuals and teams. As an additional point, the organization should strive towards increased attention to emotional intelligence in leadership by cultivating empathy and understanding among leaders to strengthen their relations with other staff members.

Controlling

Čambaliková & Misun (2017) acknowledge that the controlling process ensures that managers utilize the company’s resources in an ethical manner to accomplish the organization’s goals and objectives (Čambaliková & Misun, 2017). Williams classified this function as one that serves to monitor and compare the organization’s performance and evaluate and make changes to the standards as necessary (Williams, 2022). Internally, Dollar Tree’s organizational control helps it outperform its competitors by bringing in consistent revenues (Dollar Tree Annual Report, 2023). Despite the increasing operating costs, the company still experienced steady growth in its gross profit of $8,935,400,000 in 2023 (Yahoo!, 2024).

Furthermore, Dollar Tree’s corporate executives depend on controlling to support their mission and strategic goals so that the company may experience the type of financial stability that it does. This is evident in the company’s Balance Sheet, Income Statement, and stock portfolio, which clearly define the company’s financial health (Yahoo!, 2024). Dollar Tree’s Chairman and CEO, Rick Dreiling, stated that the initiatives they took to drive customer traffic and increase store productivity are working as planned. The resulting impact saw Dollar Tree stores delivering a 3.4% comp while Family Dollar stores responded with a 6.6% comp.

He further stated that even though they are not immune to the external forces that affect the retail sector, they are experiencing increased market share across the board (Dollar Tree, 2023). Eventually, the effectiveness of the company’s organizational control depends on how well it aligns with the company’s overall strategic goals and customer expectations. When organizational controls are properly designed, the company can execute a better strategy to compete and innovate in the volatile retail market.

Paul Berger (2022) wrote that Dollar Tree has ambitious expansion plans and is striving to improve its supply chain to increase its productivity. However, this has proven to be costly for the retailer due to the extended delays in the delivery of supplies, which was caused by a large volume of their containers being removed from Trans-Pacific shipping routes. This was unexpected and was caused by other companies competing for space on the shipping routes. Unfortunately, Dollar Tree had to resort to securing spots on chartered ships, which resulted in higher operational costs. They were also forced to seek new suppliers who utilized other distribution channels (Berger, 2022).

There is also employee productivity, and according to Saeeda Rehman et al. (2018), when employees are efficient, then the company will operate more efficiently. Thus, Dollar Tree’s employee handbook is one of the productivity controls that are in place and outlines the expectations of the company. Employees are then monitored and evaluated on their behaviors and Key Performance Indicators.

Additionally, Dollar Tree’s quality control framework is overseen by its Quality and Regulatory Compliance Department, which is tasked with the responsibility of ensuring that all merchandise is ethically sourced. Factories and suppliers are required to be certified by QIMA, a supply chain regulatory body, before Dollar Tree, Inc contracts them. According to their compliance manual, each product type has different testing protocols and inspection processes, which are carried out by different labs, with findings being reported to the compliance department (Quality, 2021).

In the case of information technology, Hillary (2023) posits that Dollar Tree’s digital transformation has been epic due to its foray into the world of e-commerce. They overhauled their website and established a user-friendly application that helped to increase their customer base while improving customer retention. Additionally, the main element of their digital transformation is personalization due to their use of advanced data analytics to understand their customer trends and behaviors. They have also optimized their supply chain to improve inventory management and added RFID technology to improve inventory accuracy. Dollar Tree’s digital transformation has enhanced its online presence and allowed the company to adapt to the changing digital landscape.

Planning

Poor planning can cause irreparable damage to a company’s performance, but when it is executed correctly, it will elevate the processes of the company (Williams, p 95, 2022). Dollar Tree’s Chief Executive Officer, Richard Dreiling, is confident that the plans they have in place will increase their sales and profit. He stated that those plans are compelling and include the expansion of value assortment across different price points, increasing unit sales and revenues by ten percent, and adding new technology to accelerate people development and supply chain management. Mr. Dreiling is convinced that the company’s short-term planning will help it gain market share, expand its footprint, and achieve comparable sales growth (Dollar Tree, 2023).

Furthermore, Dreiling announced the company’s long-term plan of investing $2 billion in a remodeling and expansion program of all stores, increasing employees’ wages by two dollars per hour, investing in new technology, and the improvement of distribution centers. If there are weaknesses in the growth projection, then the current strategies must be reevaluated, and changes may be made to the renovation plan or the promotional and pricing strategies. Additionally, to overcome market uncertainty, Dollar Tree must have a contingency plan in place to alleviate any risks and mitigate unexpected ethical and environmental factors. They should also be prepared to deal with the internal views of each department to ensure that the stated objectives are met. So, it is imperative that the Finance, Operations, Marketing, Acquisitions, Technology, and other interested departments are on the same page so that the projects may be completed in a timely manner (‌Weinstein et al., 2023).

Organizing

For Dollar Tree Inc., a flat management structure serves as a concept that makes it possible to decentralize hierarchy so that more powers can be delegated to managers at different levels. It took this approach to ensure the organization was equipped with the agility, engagement, and responsibility to remain above the market-gathering trends and consumer preferences. This is what allowed Dollar Tree to be more responsive to the dynamics in the market and consumer choices. Therefore, power shifting to the decision-making center can be seen through local knowledge and experience development. This will give the company standing ground to identify existing and potential problems. However, it is logical to expect such a concept to generate obstacles, as uniformity and strategic objectives can be challenging to agree on among different sites or areas. While this subject field is also concerned with the liaison of segmented locations and their coordination towards uniform results, this specific intellectual capacity may thus present itself as a hazardous task. While different from all other decentralized structures, the organization still uses its business strategy as a reliable method to overcome all the challenges a typical retail company faces.

On the other hand, Dollar Tree’s decentralized structure nurtures and transfers a sense of ownership among employees about the company and gives them a chance to make decisions at a low level. By doing this, the employees can contribute to the organization’s overall success. This way, flexibility, and innovation are labored, thanks to employees who can develop new ideas and solutions to handle forthcoming challenges.

Additionally, this company’s organizational culture, with its four major areas—accountability, belonging, empowerment, and integrity—makes excellent contributions to Dollar Tree’s goals, mission, and vision. An assertive organizational culture provides the leverage for active staff participation, stability, and the required satisfaction at all work levels, thus fostering an environment where individuals and the company can grow.

On the other hand, one should consider the company’s solid and low points. For instance, the structure may need more unity in the decision-making chain of different departments and sites. With no set rules implemented, spirits may get jumbled, leading to ineffectiveness and making it difficult for the organization to reach its strategic objectives.

Furthermore, factors involving job design and description, the application of human resource techniques, including pay and wage schedule problems, and bargaining may lead to poor morale and low productivity at the workplace. Dollar Tree must guarantee that all employers are paid fairly and equated regarding compensation practices to avoid total talent loss and mitigate the risk of turnover.

Though the Cultural Picture of Dollar Tree sees a lot of benefits, it is still an object of development that adds flexibility and adaptability to an organizational culture. As the global market continuously spurs the retail scene, it becomes vital for the management of Dollar Tree to create an atmosphere that seamlessly accepts change. This implies a few things, such as tolerating probable failure and actively cultivating a mindset that will question the status quo and search for better ways of doing things. Thus, through their movement in that direction, Dollar Store is designed to effectively contain the fluctuation of market changes and catch the moment in the new market’s following opportunities. The construction of a work culture where displaying or embracing change in operations guarantees the company is still competitive in the retail industry and, more so, can develop a culture of success and innovation for lifelong success.

Section II: External Opportunities and Threats

Porter’s Five Forces is a tool that is used to analyze the competitiveness of an industry to identify strategic moves that can be implemented to increase competitive advantage for a company. There are Five Forces created by Michael Porter as a way for companies to create their strategies and understand more about their position in the market (Hill et al., 2019). Retail is a competitive environment that requires agile leaders that can create strategies that lead to a competitive edge. Dollar Tree has a unique position where it has access to many suppliers and buyers that continue to maintain a relationship with the company, but the Five Forces can influence how successful it can continue to be in the industry. 

Bargaining Power of Suppliers

When suppliers have a lot of control over prices, quantity, and quality of goods and services, then they have the Bargaining Power over the companies that they supply with those goods and services. Dollar Tree, however, is in a competitive retail environment where several discount stores with low price models exist. For example, Walmart, Amazon, and Dollar General are some of the competitors for Dollar Tree because of their prices and product assortment. Dollar Tree has a wide range of products and is the second leading company in the discount industry; the suppliers have a very low bargaining power over the company. With the market that Dollar Tree controls, suppliers get access to a wide variety of customers who can buy their products (Sood, 2017). For Dollar Tree, switching suppliers is a relatively low-cost endeavor because there are a lot of other suppliers that are available to provide the company with similar products at a price that is competitive. Although it is possible to switch suppliers relatively easily, it is important to maintain long-term relationships with suppliers (Hill et al., 2019).

Risk of Entry by Potential Competitors

Dollar Tree is not unique in its product assortment or cost averages for their products. There are other retailers, such as Walmart and Amazon, that carry similar items and may have a wider selection. These retailers have the advantage of convenience since customers can make one stop at Walmart for all of their needs or place an order on Amazon to be delivered to their door. To mitigate the risks involved with competition in the discount retailer industry, Dollar Tree keeps its prices extremely low and makes it unlikely for other retailers to be able to price lower than that. They have recently increased their product assortment, charging slightly more for items behind their private label but enticing customers with new products at competitive prices. Dollar Tree is also conveniently located in many communities, so it is easy for patrons to visit the store regularly to stock up and see the new items (Hipp, 2019). 

Bargaining Power of Buyers

Customers have a large amount of bargaining power when it comes to where they spend their money. Making the choice to shop at Dollar Tree is not necessarily simple since customers have other discount retail options that offer them similar products at low price points. However, Dollar Tree works to increase its appeal to these customers by working on providing great customer service, offering new products in stores, and bringing more attention to its online presence so that customers have the convenience that other retailers have been able to provide. Customers directly influence sales, so it is imperative that Dollar Tree focuses on sales trends and listens to their target demographics to stay up to date with what their audience is looking for, especially since they may be able to find substitutes somewhere else with little difficulty (Kadey, 2023). 

Threat of Substitutes

The threat of substitutes provides customers with ways to satisfy their needs and wants through alternatives to certain products or services. In order to remain successful, Dollar Tree has to keep its customers from going to competitors for products or services to satisfy their needs. The threat of substitution analyzes how likely customers are to choose alternative products or services. In the environment that Dollar Tree operates, there are a variety of substitutes for the products that are in the stores which makes it even more important for the low price to draw in customers. Dollar Tree is competing with retailers like Amazon that provide access to a variety of products at a lower cost. But the company has adopted a low-cost strategy where products are at a fixed price of one dollar. With this strategy, a unique value proposition is created to keep customers coming back because they will not be able to find those products at such a low price anywhere else (Martin, 2023).

Intensity of Rivalry Among Competitive Firms

Dollar Tree’s competition among companies in the industry is high.  Dollar Tree’s main competitor is Dollar General since Dollar General has more of the market chair within the industry. However, retail is a very competitive environment where many companies are buying to increase their market share. There are a few companies out there that offer a low-cost model that are adding to the pressure for Dollar Tree to keep its prices low. Dollar tree started offering Products in different price points to continue maintaining its competitive edge in the discount market. In the long run, Dollar Tree’s ability to provide customers with low prices, variety of products at different price points, and improvement on its supply chain and network will help determine how successful it can remain (Lee, 2022).

Dollar Tree’s Macro Environment

Moreover, another important consideration of Dollar Tree’s external environment would be its macro environment, as it affects Dollar Tree’s business operations and services to the public. Changes within the macro environment can directly affect Porter’s model and the strength of its forces, which also affects the attractiveness of the respective industry (Hill et al., 2019).

Dollar Tree’s global forces can threaten the business and its future due to its minimal international presence within the retail industry. Dollar Tree operates over 16,000 stores in the United States and five Canadian provinces. However, major retail competitors like Walmart have expanded internationally into 19 countries with over 2.1 million employees worldwide (Walmart, n.d.). Despite having fewer store locations, Walmart has established itself as the world’s leading grocery and retail store. Expanding internationally allows a business to enter large new markets with a demand for goods and services, which can rapidly increase profit for a business (Hill et al., 2019). Considering the competitiveness of the retail industry, Dollar Tree should assess the possibility of expanding into more countries. This could help them reach more customers with their $1.25 price point business model and help establish a competitive advantage over their main competitor, Dollar General.

Demographic forces result from certain characteristics that consist of age, gender, ethnicity, race, and social class (Hill et al., 2019). These forces can go on to affect business operations and organizational goals. Dollar Tree has a significant percentage of its stores across the United States with a mission goal statement of providing value and a great shopping experience to all of its customers. However, Dollar Tree is threatened by its demographic forces as it strategically places its store locations in small towns and urban neighborhoods (Mitchell & Donahue, 2018). This poses a threat as Dollar Tree specifically targets certain social classes to generate revenue. With this strategic placement, their store locations are saturating small communities and disallowing economic growth of small businesses and the respective city. These residents have begun to protest dollar stores to disallow them from opening locations in their area. Dollar Tree should consider listening to customer needs and demands to attract and retain its customers, as it will help improve its services in the areas they serve to fulfill its mission statement of providing values and a great shopping experience to all its customers.

The government enacts laws and regulations to ensure that all businesses carry out ethical business practices. Political and legal forces result from changes in these laws and regulations that affect a business and its management (Hill et al., 2019). Dollar Tree faces a threat as its future could be jeopardized due to a lack of management, safety, and organization inside its store locations. The Occupational Safety and Health Administration has repeatedly cited Dollar Tree for workplace safety violations, including blocking exits, aisles, and employee endangerment. Since 2017, OSHA has cited Dollar Tree for $13.9 million in fines and penalties, which has led them to pay $9 million back to OSHA with a balance due of $120,000 (Samuels, 2023). These issues severely impact the brand’s image as customers see these issues when they walk into the stores. Employee retention will continue to be affected as they are not under proper working conditions, which amounts to constant issues inside the stores. Dollar Tree must look into resolutions to mitigate issues inside their stores and decrease employee turnover, as they are the foundation of the entire business.

Technology has rapidly evolved over the last decade, and businesses have quickly innovated to gain competitive advantages over their direct competitors. Innovation

goes on to benefit a business, but it also benefits its customers as it can provides better services. In just 2020, roughly $40.2 billion was invested in technology within the retail industry (Corp, 2022). Technological forces could pose a threat and an opportunity for Dollar Tree as the business has implemented technology inside their stores, like self-checkout stations, to better assist their customers. In 2023, Dollar Tree launched its revamped mobile app for Family Dollar, which eased the shopping process for its customers. However, retail giants like Walmart have heavily invested in technology to improve customer service and efficiency. By implementing technology that includes supply chain digitization, e-commerce, artificial intelligence, smart systems, and automation, Walmart has been able to sustain its competitive advantage (Asantewaa, 2023). Dollar Tree must continue investing in technology to assist their customers and make shopping easier. A mobile app and a shelf-checkout station are good starting points, but they must continue to find new ways to avoid falling behind. If Dollar Tree fails to innovate, the technological forces could severely affect the business operations and customer base.

Within the macro environment, a business also faces social forces that refer to how social mores and values affect a specific industry (Hill et al., 2019). Social forces have impacted dollar stores, which poses a threat to Dollar Tree and its future. Since 2011, the number of Dollar Stores across the United States has reached approximately 30,000 (Mitchell & Donahue, 2018). However, dollar stores have been deemed predatory, specifically targeting small towns and economic neighborhoods. This has led to communities protesting against dollar store chains to prevent stores from opening in the area, as dollar stores do not provide fresh groceries and hinder local business growth. With the assistance of city officials in Tulsa, Oklahoma, residents worked to formulate a policy to prevent more dollar store chains from opening (Mitchell & Donahue, 2018). This situation has spread awareness to other communities across the U.S. to help combat these dollar stores. This social threat could significantly impact Dollar Tree if they do not approach the situation carefully. One of Dollar Tree’s values is integrity; they must honor the company and communities they serve. Finding a resolution to address public concerns will be vital as it will determine the business’s long-term success.

Section III: Evaluation of the SWOT Analysis

As one of the leading dollar retailers, Dollar Tree has done a masterful job of remaining competitive in the dollar store industry, as discussed in the SWOT analysis.

Dollar Tree’s leadership consists of individuals who believe in the company’s mission, are motivated, have a clear understanding of the vision, and have a passion for success. Dollar Tree has positioned itself to remain in the top tier of the dollar store market. However, to maintain that position and be competitive, the company must address the areas of weakness. With the current leadership in place, overcoming these obstacles is conceivable. With record profits and steady growth, Dollar Tree’s organizational controls are intact despite increased operational costs. It is certainly possible the organization can be even more successful by executing the strategies that are outlined in this analysis. To maintain success in the area of a planning, a robust planning process needs to include a contingency plan that addresses and mitigates potential risk that ensures stability in all areas of the organization. Dollar Tree has implemented successful strategies in many areas of the organization. Organization in a flat management structure complements Dollar Tree in the areas of decision-making within the organization. To maintain success, the company must view the weaknesses as opportunities to address and make the necessary modifications.

In addition to the areas mentioned above, Dollar Tree’s external opportunities and threats are avenues for the company to improve. The company faces challenges in each area of Porter’s Five Forces Module, but they are not impossible to overcome. Dollar Tree not only has the drive to address these issues, but the appropriate resources are readily available. These issues can be addressed in the organization’s strategic plan, and leaders need to be prepared to set the necessary goals and timelines.

Dollar Tree’s Macro Environment is an area of hope and concern. There is hope that Dollar Tree will have an international presence in the future. Dollar Tree has the resources available to bring international stores to fruition. Due to regulations regarding globalization, there will be challenges, but it is certainly possible as the company has been built on the foundation of success. As mentioned in the SWOT analysis, Dollar Tree would have a competitive advantage as the organization’s main competitor, Dollar General, has no stores outside of the United States. Dollar Tree is behind in the technology arena in comparison to its competitors. The organization must set goals, revise its timeline, and use the appropriate resources to bring the organizational technology up to speed to remain competitive.

The other three areas of the macro environment are areas of concern. Dollar Tree has faced backlash, including protests against what many consider to be predatory practices. As a result, many local governments have passed local ordinances banning dollar stores in their community, which threatens the organization’s expansion. In workplace safety, Dollar Tree has been fined millions of dollars by OSHA for non-compliance. To overcome these major obstacles, the first step would be to address the organizational mindset regarding ethical business practices and workplace safety. Based on the corporate history in these areas, it has become evident that Dollar Tree has ignored these areas of concern and continues to focus on profitability, no matter the cost.

Chapter 5

Section 1: Summary

The objective of this research paper was to identify ongoing issues faced by Dollar Tree, Inc. and suggest recommendations to its top management on how to regain the loyalty of its customers while retaining its staff. Recently, the company has been plagued with customer and employee complaints about insufficient staffing to man the stores. There are also complaints about the uncleanliness of the stores coupled with inaccessibility to aisles due to them being blocked by excessive piles of supplies. Disgruntled customers are also up in arms on social media, voicing their dissatisfaction and publishing comical videos about the overcrowded stores and the lack of employees to operate the cash registers.

Furthermore, this research shows that there are cities that are banning dollar stores from setting up shop in their municipalities, thus limiting their reach while reducing their competitive advantage. It also showed that Dollar Tree’s competitors are encountering the same obstacles and fighting to gain a foothold in some areas. Notwithstanding, this research has also proven that the organization’s competitors, such as the 99 Cent Store, Dollar General, Big Lots, Walmart, and Five Below, are strategic in their move to topple Dollar Tree by offering value-driven products that are similar or procured from the same sources.

On the other hand, the biggest setback for Dollar Tree, Inc. is its failure to abide by the Occupational Safety and Health Administration regulations. Employees and customers are fed up with the ongoing issues of blocked exits, non-working fire alarms, inability to access electrical panels and fire extinguishers, lack of safety in the stores, and blocked aisles due to improper storage of supplies. It is evident from the research that this is an ongoing problem that is adversely affecting the employees and the company’s brand. According to the Department of Labor (2023), Dollar Tree and its subsidiaries reached a corporate-wide settlement agreement in which the corporation must evaluate the root causes of the issues affecting all their stores with the intention of making operational changes within a two-year period. They were also mandated to correct all other violations within forty-eight hours (OSHA, 2023). So, it is imperative that upper management review and implement OSHA’s regulations to combat these hazardous conditions and bring harmony to the company’s culture. This will also help in the elimination of the exorbitant fines that are levied against them by OSHA because these fines can range from $100,000 to $500,000 per day.

Another critical aspect of the research was the SWOT analysis of Dollar Tree, Inc., where the strengths, weaknesses, opportunities, and threats were analyzed. The management’s leading, controlling, planning, and organizing skills were also perused, and they gave insight into how the company was operating internally and externally. It was found that the CEO, Richard Dreiling, is passionate about the company’s success and motivates and empowers the employees to be dedicated to the organization’s mission and values. However, the company should cultivate understanding and empathy among the leadership as they strive to strengthen the relationship with their staff. In the external strata, Dollar Tree, Inc. needs to seize the opportunities and negate the threats it faces in the macro environment and Porter’s Five Forces model.

As it moves forward and based on the research that was conducted, the leadership should strengthen its goal of being the leading store in the industry. Management cannot ignore the opportunities that arise, such as the rebranding of their newest acquisition, the Family Dollar store. Without this, they run the risk of having underperforming stores, which can stunt the growth of the company and cause customers and other stakeholders to question the viability of the organization. Additionally, the poor working environment of the employees should not be overlooked as this could bring the company into ill repute, thus causing customers to question whether they should continue patronizing the company. Furthermore, if their competitors continue to improve their internal processes, Dollar Tree, Inc. will start to lose their most valuable asset, their human capital, to those stores. This will inevitably result in high employee turnover and make it harder for the company to be competitive.

Action Plan and Recommendations

Dollar Tree should hire a legal consultant to help integrate the Occupational Safety and Health Administration (OSHA) guidelines into its strategic plan to address workplace safety problems. This recommendation can be carried out and funded through the 28 billion dollars of gross profit Dollar Tree made for 2023 (Case & Eidelson, 2023). With the strategy that prioritizes OSHA regulations, Dollar Tree could reduce legal and financial risks, increase employees’ motivation, and show their commitment to maintaining a safe workspace. Besides ensuring Dollar Tree workers’ safety, this approach contributes positively to the organization’s effectiveness and public image (OSHA, 2024).

Immediate Implementation of Safety Measures (0-3 Months)

The first stage would involve adopting OSHA standards across all Dollar Tree stores. This phase identifies any present unsafe infrastructures likely to harm our staff and must be corrected. Therefore, thorough audits of all facilities should be conducted to determine if they comply with OSHA regulations, including places where potential hazards could happen upon fresh examination. Once this review is done, all workers must participate in the safety training covering different aspects of retail store operations based on OSHA guidelines. The training should highlight emergency procedures, recognizing hazards, and correctly using protective equipment.

Another crucial measure is establishing a dedicated safety committee. This way, compliance monitoring is carried out effectively while health matters are addressed, thus creating an environment for a safe workplace within Dollar Tree Company. These quick steps will make Dollar Tree safer, highlighting its dedication to employees’ well-being.

Integration of OSHA Standards into Company Policies (3-6 Months)

Dollar Tree has integrated these principles into its core policies and process maps to ensure sustainability. Each employee manual update should include sections that specifically focus on protocols concerning security and observing regulations stipulated by OSHA, thereby improving comprehensive management communication systems between the employees and management (Dong et al., 2020). This is in addition to developing an internal audit system through which OSHA can regularly investigate for improvement areas toward achieving its goals.

Recognizing stores and staff with significant safety compliance is also essential to promote a safety culture. Such motivations make workers happy and simultaneously become reference points for safe practices across all other sections of an organization (OSHA, 2024). It is essential during the integration since this ensures that Dollar Tree builds a culture of safety and compliance within its operations, involving everyone in a safe working place.

Long-term Safety and Compliance Strategy (6-12 Months and Beyond)

A long-term strategy is required if Dollar Tree wants to comply with OSHA requirements while integrating safety into its core business principles. For instance, there is a need to invest in technologies or equipment with increased safety measures during work. These may involve provisioning emergency exits redesigned with better signage and equipment tailored to avoid accidents or injuries occurring within the premises. Additionally, this would require an educational process that would impart the knowledge and understanding of OSHA’s changing regulations to all organization members, including staff and management.

Employee Engagement and Feedback Loop (Ongoing)

A working environment where employees willingly participate in safety programs to facilitate OSHA compliance is needed. For illustration purposes, they should consider implementing a reporting system through which workers can anonymously report hazards without fear of intimidation or victimization, thereby building trust. This way, regular feedback-gathering exercises on safety essays and sentiments about workplace security help identify areas for improvement and enhance comprehension of safety throughout the enterprise’s culture.

When companies integrate their workplace safety performance metrics into store performance appraisals or management evaluations, safety is essential at many organizational levels. At this moment, managers are reminded to ensure safe working conditions and to understand how Dollar Tree embeds safety elements into its overall operational and strategic decision-making.

Employee Salary (1-3)

Employees are the backbone of any business, and Dollar Tree faces a major issue as it has suffered from employee turnover over the past few years. With the assistance of a legal consultant, they can begin to develop a plan to increase the salary base rates of all employees in hopes of decreasing employee turnover. According to Indeed, Dollar Tree has an average salary rate of $12 an hour for cashiers inside their stores (Indeed, 2024). This can be deterring for employees as they are being paid a low amount of money, and the cost of living is so high, which can make it difficult for employees to provide for their families. Aside from the low salary rate, employees also deal with constant issues inside their workplace, which makes it difficult for Dollar Tree to retain employees. The state of Florida passed a bill that will see the minimum wage reach $15 an hour by September 2026 (Florida Commerce, 2023). Dollar Tree can work ahead and ensure its employees are paid sufficiently for their efforts, which could help decrease employee turnover and establish a positive work environment.

Dollar Tree’s investment in hiring a legal consultant will provide them with various benefits as the issues they face continually worsen. Having over 16,000 stores across the United States and Canadian provinces is impressive, but the company’s public image has been damaged by the constant issues it has been facing. Having multiple OSHA fines, workplace safety violations, and high employee turnover hurts the organization. This resolution creates an opportunity for Dollar Tree to address its internal issues, slowly contributing to the mending and repairing of the business and its values.

Transforming Underperforming Stores

Dollar Tree is a successful company in the discount retail industry, but they are planning to close roughly one thousand stores that are underperforming. Even though closing stores may sound like trouble for the company, it could actually improve their ability to meet and exceed their sales goals, increase customer foot traffic in their higher performing stores and online, and reduce employee turnover rates. Since Dollar Tree has so many locations, it makes sense that some may bring in more profit than others, and those are the stores in which they should invest more time and money. Lower-performing stores could be seen as a waste of resources that costs the company more money to maintain than they earn (Craig & Raman, 2015). 

With the rising costs of goods, closing stores that are not performing at an optimal level can cut operating expenses. Dollar Tree has an Asset Turnover ratio of 1.2 compared to the retail industry’s ratio of 3.5. In other words, Dollar Tree is not using its assets as efficiently as it should to generate revenues. Despite its low ratio, Dollar Tree is a profitable company. However, it could benefit from cutting down on expenses from stores that are not generating profit. Each store has to be stocked with merchandise, and it is expensive to keep a storefront running because of expenses like rent, electricity, inventory, and labor (Economic Times, 2024). After hiring a consultant to analyze the low-performing locations, the company can utilize the data provided to determine what percentage of those low-performing stores can benefit from an increase in capital to take care of operating issues such as safety concerns, shrinks, and low asset turnover. With that analysis, Dollar Tree can also determine which ones would not bring in enough profit despite the increase in capital and can close them down to invest the resources in a different location or in research and development.  

Even though the locations that are not performing well are closed, the company can still use the real estate as another source of cash flow. it can rent out those stores to different companies that are interested in providing a service to the demographic of that store. It can also allow the company to invest in research and development and come up with concepts that will help them leverage the physical locations to create an atmosphere that is not available online on how to test some of their products with the demographic within the stores. For example, those locations can be used as either locations for pop-up events or new products that are available at higher price points to generate interest in the products (Capital One, 2023).

Franchise Opportunities for Retail Stores

The final recommendation is that Dollar Tree consider providing franchising opportunities for retail stores. This opportunity to franchise has several advantages for the organization as the franchisor and the franchisee. The first advantage of becoming a franchisor is increased brand awareness. The more locations the brand has, the more people will be aware of the brand. The second advantage of becoming a franchisor is access to capital. It allows the company to expand with little debt because the capital derives from the franchisee, not Dollar Tree (Daszkowski, 2021). There is also minimal capital risk as the franchisee is responsible for signing the leasing contract for the business’s physical location. Third, the company grows efficiently. With a franchise, the franchisor and franchisee are accountable for opening the business, not exclusively the corporate office. The process is more straightforward and smoother, with both parties participating in the store opening. Finally, the franchisor has minimal employee supervision. The franchisor does not participate in the employees’ management, hiring, or firing; it is the franchisee’s responsibility.

There are several benefits for the franchisee. The first benefit is brand recognition. Franchises are well-known businesses, and the customer base is already established. If an individual starts a business from scratch, building of the brand and customer base would be from the ground up. Also, the customer already knows the products and services provided by a franchise. The second benefit is support from the franchisor. The franchisor assists the franchisee with ongoing education and training, job knowledge, negotiations for the lease, and, in some cases, administrative support. Also, some franchisors offer a network where franchisees can meet each other and collaborate regarding current challenges and future opportunities. A franchisee’s failure is the last thing a franchisor wants to witness; therefore, franchisors provide any assistance to ensure the franchisee succeeds.

The third benefit is that the franchisee becomes their own boss without the risk of starting their own business (Lauckner, 2020). In a franchise, the owner is substituted for the manager. A franchise owner is far more motivated due to long-term commitment, better quality and operational management, and opportunities for innovation. Franchise owners keep a closer eye on the business expenses, such as labor costs, and look for ways to reduce expenses. Also, franchisees outperform managers when it comes to revenue generation, as the franchisee’s goal is to make a profit (Lauckner, 2020). Fourth, franchises typically have a low failure rate. When the franchisee buys into a franchise, in most cases, the brand is already successful. The franchisor can also assist in purchasing goods at deep discounts from buying in bulk. With the franchise already being established, it provides opportunities for the franchisee to negotiate better. It is also less risky in regard to obtaining a loan. The Small Business Administration (SBA) has a loan that is particularly for franchisees (Daszkowski, 2021). The final benefit and probably the most important, profit. Franchises see higher profits than businesses that are independently established. Since most franchise brands are recognizable, a franchisee should expect a higher return on their investment in a shorter amount of time than a business built from the ground up.

Rebranding

Franchising can also be considered a rebranding opportunity for Dollar Tree. As discussed in the SWOT analysis, Dollar Tree has received negative press over the cleanliness of stores, predatory practices, and OSHA fines for workplace safety. Rebranding is considered when a company needs to evolve and shift or following a public relations crisis (Whitler, 2022). Rebranding can be the path for Dollar Tree to recommit to the organization’s value, which is to make people’s lives better by carefully considering how the organization impacts the communities where retail stores are located (Dollar Tree, n.d.). Franchising presents an opportunity for Dollar Tree to redeem themselves locally and nationally by providing franchisees that could help to reconnect with the residents through community events such as Back to School giveaways, Toy giveaways, and food donations to local food banks. One of the specific Dollar Tree Values is to Act with Integrity by doing the right thing to honor the company and community. Dollar Tree values investing in their community by supporting efforts that improve the quality of life for the community where their stores are located (Dollar Tree, n.d.). However, Dollar Tree’s participation in the local communities is scarce. The organization does not donate merchandise or gift cards to local schools or organizations; sponsors for school events, fraternal organizations, and sporting events are prohibited. Currently, the organization’s corporate headquarters is limited to specific Virginia cities. These corporate giving exclusions conflict with the company’s values but can be rectified if franchisees have more flexibility in investing in their communities (Dollar Tree, 2024).

Finally, rebranding through franchising may assist Dollar Tree in building a better rapport with local government. The macroenvironment analysis addresses the issue of dollar stores being banned due to predatory practices and lack of cleanliness in stores. The franchisee can meet with government officials to determine the best plan of action to ensure that Dollar Tree complies with local standards and protects the local mom-and-pop establishments from being pushed out of the community. Rebranding through franchising can offer cost savings to Dollar Tree. The average cost of a rebrand can vary from forty thousand to six figures depending on the size of the organization and the type of rebranding (Heininger, 2021). Dollar Tree can offset those costs by setting minimal standards for a rebrand and allowing the franchisee to execute at their expense.

Section III – Conclusion

The findings in the research on Dollar Tree, Inc. bring to light the issues affecting the company. However, they still have the potential to be number one in the dollar store industry. As they forge ahead with their commitment to offering their customers the best products at more affordable prices, this will ultimately increase their profitability, market share, and revenues. The study was conducted through thorough research using online databases, college textbooks, government documents, and scholarly papers. These proved effective in covering all research areas and served as the foundation on which to build the recommendations.

Considering our research findings, we believe that Dollar Tree’s management could have averted many of the identified issues if they had only taken the initiative to correct the problems promptly. To mitigate the issues, I also think that there is a possibility that the leadership will work strategically to implement our proposed recommendations. These will help to satisfy the OSHA guidelines and eliminate or drastically reduce the levied fines. Franchising is another recommendation that could reduce the pressure on leadership because individual owners would operate those stores and ensure the guidelines are followed. These recommendations are not only in the company’s best interests but also in the interest of its internal and external stakeholders. As Warren Buffett espouses:

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently” (Colbert, 2020).

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