Análisis de la planeación estratégica aplicada en las ventas de Dollar General Corporation.

Abstract

The objective of this case study is to analyze the organizational strategies adopted by Dollar General Corporation to increase sales volume revenues, open new discount stores, and establish distribution centers in its geographical area. Consequently, a methodology has been developed based on the review of scientific articles and books that deal with strategic planning and marketing. Since a strategic perspective, the organization applied strategic planning to observe the current situation, and through the SWOT analysis, identified the strongest and most vulnerable aspects. The matrix of competitive profile and internal factor was developed to know the strength of its strategic position. Likewise, strategies that interact over time were recognized. In this sense, the formulation of the strategy in Dollar General Corporation acts as a method that prevents the risks of the future projection that manages the corporate direction. On the other hand, Dollar General Corporation developed three types of organizational strategies, which during its execution process covered the corporate, competitive and functional level. Achieving through the study of the niche of the market the diversification and concentration through the competitive advantage, offering in the discount stores a product at a lower cost than the one of the competition and at the pleasure of the consumer. Finally, as a result of analyzing the matrix of competitive profile and internal factor it was possible to determine that the organization is in a strategically strong, sustainable and viable position in front of Family Dollar.