Dollar General Case Study

About Company

Dollar General Corporation is a US-based variety shop chain with its head office in Goodlettsville, Tennessee. As of 11^th April 2022, Dollar General is running 18,216 outlets in the continental US.

The organization commenced operations in 1939 in the form of a family-run enterprise known as J.L. Turner and Son in Scottsville, Kentucky, held by Cal Turner and James Luther Turner.

The name was altered to Dollar General Corporation in 1955, and the firm turned public on the NYSE (New York Stock Exchange) in 1968.

In 1999, Fortune 500 acknowledged Dollar General. In 2020, the company accomplished the #112 position. Dollar General has expanded to turn into one of the most money-making shops in the agrarian United States in 2019 with income getting close to $27 billion.

In Which Name was Dollar General Known Previously?

Earlier, the name of Dollar General was J.L. Turner and Son.

What Type of Company is Dollar General?

Dollar General is a publicly-traded company.

To Which Industry Does Dollar General belong?

The company belongs to the discount retailer/discount store industry.

When Did the Company Come into Existence?

The company came into operation in October 1939; eighty-three years back (with the name J.L. Turner and Son) and June 1955; sixty-seven years ago (with the name Dollar General).

Who are the Originators of Dollar General?

The originators of the company are Cal Turner and James Luther Turner.

Where is the Central Office of Dollar General Located?

The central office of Dollar General is situated in Goodlettsville, Tennessee, US.

Which Area Does the Company Serve?

The company serves the United States (barring Montana, Hawaii, and Alaska).

What are the Products and Services Offered by Dollar?

The products and services that have made Dollar General a household name across the United States are the following:

• Apparel
• Home décor
• Cleaning provisions
• Pet provisions
• Health and beauty aids
• Seasonal products
• Playthings
• Foodstuff

How Many People are Employed with Dollar General?

As of 2022, the company is running its operations with 158,000 employees.

What are the Various Functional Segments of the Company?

Dollar General is split into the following operational divisions:

• DGX
• Dollar General Market
• Popshelf

What are the Subsidiaries of Dollar General?

The subsidiaries of the company are the following:

• Dollar General Financial
• Dolgencorp, LLC.
• Dollar General Literacy Foundation
• Dollar General Global Sourcing

Dollar General Timeline

1939

Cal Turner Sr. and J.L. Turner inaugurate J.L. Turner and Son Wholesale in Scottsville, Kentucky.

1945

The Turners commenced catering to customers straightaway via emporia for children.

1950

Macy’s of Scottsville came into existence.

1955

The first Dollar General comes into existence.

Turner’s Departmental Store based in Springfield, Kentucky, is switched into the first Dollar General offering no products priced more than $1. Shortly, Dollar General Stores began burgeoning in southern KY, similar to this outlet in Campbellsville, Kentucky.

1956

Dollar General painted the town pink by selling vivid pink corduroy trousers in Springfield that only cost $1.

1968

Dollar General turns into a public company.

1970

It shouldn’t cost a great deal to be considerate. The company started selling premium greetings cards, two cards for just $1.

1976

Dollar General surpasses yearly sales of US $100 million on the first occasion.

1977

Cal Turner Jr. gets the position of CEO and President.

1979

Dolly Parton comes to Scottsville on the fortieth anniversary of the firm.

1985

The firm takes over two hundred and six outlets and a depot from Eagle Family rebate shops.

1987

Dollar General introduces Learn To Read Program/GED.

1988

President Ronald Reagan fetes Dollar General for its literacy platforms.

1989

Dollar General observes its fiftieth birthday with 1,300 outlets in twenty-three states and over 7,000 staff.

1993

The company sets up The Dollar General Literacy Foundation.

1995

A new supply hub of Dollar General is launched in Ardmore, Oklahoma.

Cal Turner Senior observes his eightieth birthday at the Ryman, the lifetime residence of the Grand Ole Opry.

1998

Dollargeneral.com gets introduced. The company launches a fresh supply hub in Indianola, Mississippi.

1999

DG wins accolades from The Fortune 500 on the first occasion. The company unveils a fresh supply hub in Fulton, Missouri.

2000

DG unveils its new business bureau in Goodlettsville, Tennessee. A fresh supply hub comes into play in Alachua, Florida and sales surpass US $4 billion.

2001

DG’s undertaking of helping others assumes extraordinary significance throughout the vacations.

2003

David Perdue gets the role of CEO and Chairman of the company. His tenure as CEO continued till 2007.

The company starts the business of perishable food and dairy products for the first time.

The first Dollar General marketplace unveils.

2004

DG introduces its 7,000^th outlet in Clovis, New Mexico. Bill Richardson, the Governor, formally inaugurates the outlet.

DG comes up with an administrative center in Hong Kong.

For the first time, it happened in 2004 that most of the merchandise of Dollar General got priced under $10, with around 25% of the items priced at one dollar or less.

2005

Life In The Fast Lane – DG has its first appearance in the NASCAR® Busch Series held at Daytona, Florida.

2006

DG joins hands with St. Jude Children’s Research Hospital.

The company begins taking Check and Visa Credit Cards.

2009

Once more, DG turns into a Public Company.

2010

DG turns into the exclusive retail merchant of all branded Rexall items.

The company unwraps the fresh look of Bobbie Brooks.

2013

DG turns into one of the top retail merchants in the marketing of Mountain Dew.

The organization attains one more key landmark with the launch of the 11,000^th outlet in Murfreesboro, Tennessee.

2015

Todd Vasos gets the position of CEO.

DG inaugurates its 12,000^th outlet in Juliette, Georgia.

2017

The gala opening of the North Dakota outlet takes place. DG gets into the 44^th US state.

In August 2017, the gala launch of the 14,000^th outlet in Dauphin, Pennsylvania takes place.

In 2017 June, the gala launch of the 14^th supply hub of Janesville, Wisconsin generating 500 job openings takes place.

2018

DG observes the launching of the 15,000^th outlet.

2019

DG observes the gala launch of the 16,000^th outlet in Panama City, Florida.

2020

The company inaugurates its 1^st outlet in the state of Washington.

Dollar General and The Dollar General Literacy Foundation declare US $5 million assurance to aid ethnic impartiality and pedagogy.

The organization inaugurates a stimulating, novel, and distinguished retail outlet: Meet Popshelf!

Dollar General proclaims the launch of the 17,000^th shopping outlet.

2021

Dollar General Literacy Foundation declares a momentous scholarship to aid literacy and edification.

DG enters the Top 100 of the prestigious Fortune 500 List.

Dollar General declares its scheduled growth to Idaho, the 47^th State.

Dollar General Management

Jeff Owen (CEO)

Mr. Jeff Owen has been serving as the Chief Executive Officer and an affiliate of the BOD since 2022 November. Jeff earlier functioned as the Chief Operating Officer from 2019 August to 2022 November. In 2015 June, Owen came back to Dollar General and assumed the position of the Store Business Executive Vice President, with more than 21 years of earlier job exposure with the firm, such as Senior VP, Store Operations (2011 August – 2014 July); Retail Segment Manager (2006 November – 2007 March); Vice President, Segment Manager (2007 March – 2011 July); and different other functionary positions of growing significance and accountability. He commenced his tenure with Dollar General in 1992 December.

Mr. Jeff acted as a Kirkland’s Inc. director from 2015 March to 2022 September.

Products in Detail

Dollar General markets items from countrywide trade names such as:

• Energizer
• Clorox
• Hanes
• Procter & Gamble
• Mars
• Coca-Cola
• Nestlé
• Unilever
• Kellogg’s
• Kimberly-Clark
• PepsiCo.
• General Mills

Dollar General elaborated its merchandise biddings in 2018, for incorporating the “Better for You” variety that targets to provide improved choices from labels such as Annie’s, Kashi, Kind, and Back to Nature.

By the closing of the 2019 financial year, Dollar General provided its greengrocery varieties in over 650 outlets, with strategies to grow its greengrocery biddings to an extra four hundred outlets in the 2020 fiscal year.

Private Labels

Dollar General shaped its acronym, the alphabets “DG”, as an outlet trademark for “budget” domestic items marketed via the Dollar General outlets. However, it is in the course of being terminated gradually for the majority of items as of the beginning of 2020s. Besides, the acronym DG serves as the New York Stock Exchange ticker sign of the organization.

Dollar General’s private labels incorporate the following:

• Good & Smart (health nutrients)
• Clover Valley (foodstuff)
• Sweet Smiles (bulk candy)
• Smart & Simple (a cheap discount product)
• Nature’s Menu
• Ntense (the home energy drink from Dollar General)
• Gentle Steps (wipes, exercise pants, and napkins)
• Heartland Farms and Forever Pals (pet food and items, erstwhile EverPet)
• Believe Beauty (makeup and beauty care)
• Studio Selection (skincare and beauty)
• TrueLiving (washables and housewares)
• Root to End (hair care)
• Open Trails (men’s attire)
• Mission Ridge (blue jeans)
• Comfort Bay (cushions, wipes, and bedspreads)
• Composure (incontinence pads and adult diapers)
• Zone Pro (athletic wear)
• ProEssentials (hardware)
• Breeze (women’s hygiene)
• Bobbie Brooks (ladies’ attire)
• OfficeHub (office provisions)

Rexall

In 1903, the trademark Rexall was initially set up by Louis K. Liggett. It slowly turned into a motivating force in the form of a prescription pharmacy chain. In 2010 March, Dollar General turned into the sole retail merchant for Rexall items. Rexall branded add-ons and vitamins started coming up at Dollar General outlets in March. By the fall of 2010, a comprehensive range of Rexall items was obtainable at Dollar General.

Dollar General’s Contribution to Sports

Dollar General turned into the supporter of the Dollar General Bowl, previously known as the GoDaddy Bowl, on August 17, 2016, in Mobile, Alabama. In 2019 May, Dollar General took out its championship funding for the Mobile bowling competition.

Dollar General Financial Performance

The consolidated statement of income of the firm for three years is given below:

Dollar General Stock Performance

The common stocks of Dollar General are bought and sold on the New York Stock Exchange with the ticker symbol DG. Besides, the stock is a component of the S&P 500 index.

On January 10, 2023, Dollar General (DG) ended trading at $241.76 with the data provided below at 4:03 pm EST (Eastern Standard Time).

Stock Chart