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Company > Dollar Tree: Business Model, SWOT Analysis, and Competitors 2023

Dollar Tree: Business Model, SWOT Analysis, and Competitors 2023

Published: Mar 15, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Dollar Tree, a well-known discount store chain. We will explore how Dollar Tree operates and generates revenue through its unique strategy of offering products at a fixed price of just one dollar. Additionally, we will conduct a comprehensive SWOT analysis to evaluate the strengths, weaknesses, opportunities, and threats faced by the company in the dynamic retail industry. Furthermore, we will identify and analyze the major competitors that Dollar Tree will likely encounter in the year 2023. Stay tuned to gain valuable insights into the future prospects of Dollar Tree in the highly competitive retail landscape.

    What You Will Learn:

    • Who owns Dollar Tree and the significance of its ownership structure in the retail industry.
    • The mission statement of Dollar Tree and how it drives the company's strategic decisions and operations.
    • How Dollar Tree makes money through its unique business model and the key revenue streams it relies on.
    • An in-depth explanation of Dollar Tree's Business Model Canvas, highlighting the key components and their interdependencies.
    • An overview of Dollar Tree's competitors in the retail industry and the strategies they employ to compete with Dollar Tree.
    • A comprehensive SWOT analysis of Dollar Tree, examining its strengths, weaknesses, opportunities, and threats in the marketplace.

    Who owns Dollar Tree?

    Ownership Structure of Dollar Tree

    Dollar Tree is a publicly traded company, which means it is owned by shareholders who hold its stock. Let's delve into the ownership structure of Dollar Tree.

    Major Shareholders

    As of the latest available data, some of the major shareholders of Dollar Tree include institutional investors and mutual funds. These entities hold significant stakes in the company, often representing a large portion of its ownership. Among the notable institutional shareholders are Vanguard Group and BlackRock, both renowned investment management companies. Other prominent institutional investors include State Street Corporation and Fidelity Investments.

    Insider Ownership

    Insider ownership refers to the shares held by individuals closely associated with the company, such as executives, directors, and employees. These insiders often have a vested interest in the success of the company and can influence its decision-making. Dollar Tree has a notable insider ownership, with executives and directors holding a significant portion of the company's shares.

    Public Ownership

    Public ownership encompasses all individual investors who hold shares of Dollar Tree. This category includes retail investors, pension funds, and other individuals who have purchased the company's stock through brokerage accounts. Public ownership provides an opportunity for individuals to invest in Dollar Tree and participate in its growth and profitability.

    Ownership by Founders

    Dollar Tree was founded by K. R. Perry and Macon F. Brock Jr. in 1986. While both founders played an instrumental role in establishing and expanding the company, their ownership stake has diminished over time. As of now, the founders' ownership percentage is relatively small compared to institutional and public ownership.


    Dollar Tree's ownership structure is a mix of institutional investors, insiders, and public shareholders. While the founders' ownership stake has diminished, the company continues to be driven by a diverse range of stakeholders who have invested in its growth and success.

    What is the mission statement of Dollar Tree?

    Dollar Tree's Mission Statement

    Dollar Tree, one of the leading discount retail chains in the United States, has a clear and concise mission statement that reflects its commitment to its customers and stakeholders. The company's mission statement is:

    "To provide our customers with a compelling shopping experience by offering value-driven products and an exciting assortment at a fixed price."

    This mission statement encapsulates the key principles and objectives that Dollar Tree aims to achieve in its operations. Let's delve deeper into the different components of this mission statement to understand its significance.

    Providing a compelling shopping experience

    Dollar Tree's mission statement places a strong emphasis on providing a compelling shopping experience for its customers. This means going beyond offering low-priced products and ensuring that every visit to the store is enjoyable and satisfying. Dollar Tree achieves this by focusing on factors such as store layout, product quality, cleanliness, and customer service.

    Value-driven products

    The mission statement highlights Dollar Tree's commitment to offering value-driven products. This means that customers can expect to find a wide range of affordable items that meet their everyday needs. By carefully curating their product assortment, Dollar Tree aims to provide customers with high-quality products at an unbeatable price.

    Exciting assortment at a fixed price

    Another key component of Dollar Tree's mission statement is offering an exciting assortment of products at a fixed price. This means that customers can rely on Dollar Tree for a diverse selection of merchandise, ranging from household essentials to party supplies, all priced at just one dollar. By maintaining a consistent pricing strategy, Dollar Tree ensures that its customers can shop confidently, knowing they will always find affordable products.

    Reflecting commitment to customers and stakeholders

    Overall, Dollar Tree's mission statement showcases its dedication to both its customers and stakeholders. By focusing on providing a compelling shopping experience, value-driven products, and an exciting assortment at a fixed price, Dollar Tree aims to meet the expectations of its customers while also creating value for its stakeholders, including employees, investors, and the communities it serves.

    In conclusion, Dollar Tree's mission statement serves as a guiding principle for the company's operations. It emphasizes the importance of delivering value to customers, maintaining a diverse product range, and ensuring a positive shopping experience. By staying true to its mission, Dollar Tree has established itself as a trusted and reliable destination for customers seeking affordable and quality products.

    How does Dollar Tree make money?

    Selling low-cost products

    One of the primary ways Dollar Tree makes money is by selling a wide range of low-cost products. Everything in their stores is priced at $1 or less, which attracts a large customer base looking for affordable options. By offering a diverse selection of items such as household goods, party supplies, food and snacks, toys, and even small electronics, Dollar Tree caters to a broad market of budget-conscious shoppers.

    Bulk purchasing and negotiating deals

    To maintain their low prices, Dollar Tree relies on bulk purchasing and negotiating deals with suppliers. By buying products in large quantities, they can secure lower prices from manufacturers and pass on those savings to customers. Additionally, their strong bargaining power allows them to negotiate favorable terms, such as exclusive distribution rights or discounts, which further contributes to their profitability.

    Store layout and merchandising

    Dollar Tree carefully designs their store layout and utilizes effective merchandising strategies to maximize sales. Their stores are organized into various sections, each dedicated to specific product categories, ensuring easy navigation for customers. Additionally, they employ visually appealing displays, eye-catching signage, and frequent product rotations to create a sense of urgency and encourage impulse purchases.

    Private label brands

    Another way Dollar Tree generates revenue is through the sale of private label brands. These are products that are exclusively manufactured and branded for Dollar Tree. By developing their own brands, they can offer unique items at competitive prices while increasing their profit margins. Private label brands also help build customer loyalty, as shoppers associate these products with the store, further driving sales.

    Expanding store footprint

    Dollar Tree continues to grow its business by expanding its store footprint. They regularly open new locations in both urban and rural areas, targeting underserved communities. By strategically analyzing market demand and demographics, Dollar Tree identifies potential locations for new stores and ensures they can capture a significant customer base. This expansion strategy allows them to increase their market share and generate more revenue.

    Online sales

    In recent years, Dollar Tree has also ventured into the online retail space to capitalize on the growing e-commerce market. They offer a selection of products for purchase through their website, providing convenience to customers who prefer shopping online. By embracing digital platforms, Dollar Tree expands its reach beyond physical stores and taps into a wider customer base, ultimately boosting their overall revenue.

    Dollar Tree Business Model Canvas Explained


    The Dollar Tree is a well-known discount retail store that operates on a unique business model. In this section, we will delve into the Dollar Tree Business Model Canvas to gain a better understanding of how the company operates and generates revenue.

    Key Partnerships

    One of the key aspects of the Dollar Tree's business model is its partnerships. The company collaborates with a wide range of suppliers and manufacturers to source products at low costs. By establishing strong relationships with these partners, Dollar Tree is able to offer a vast assortment of items priced at one dollar or less. These partnerships are crucial in maintaining the company's competitive advantage in the discount retail industry.

    Key Activities

    The key activities of Dollar Tree revolve around the procurement, distribution, and retailing of products. The company acquires merchandise from its partners and carefully curates its inventory to ensure a diverse selection of products for its customers. Dollar Tree also focuses on efficient logistics and supply chain management to ensure that products are delivered to its stores in a timely manner. Additionally, the company invests in store maintenance, marketing, and customer service to enhance the overall shopping experience.

    Key Resources

    Dollar Tree's most valuable resources lie in its extensive network of stores, its brand reputation, and its efficient supply chain. With over 15,000 stores across the United States and Canada, Dollar Tree has a wide customer reach. The company's brand is synonymous with affordability and value, attracting a loyal customer base. Moreover, Dollar Tree's streamlined supply chain enables it to maintain low costs and offer products at a fixed price point.

    Value Proposition

    The Dollar Tree's value proposition is clear and straightforward - to offer a wide range of quality products at an unbeatable price of one dollar or less. This value proposition resonates with customers who are seeking affordable options for everyday items, household essentials, party supplies, and more. Dollar Tree's commitment to keeping prices low while maintaining product quality is what sets it apart from its competitors.

    Customer Segments

    The Dollar Tree primarily targets customers who are value-conscious and seeking affordable options for their day-to-day needs. The store attracts a diverse range of customers, including budget shoppers, bargain hunters, and individuals looking for discounted items. Dollar Tree's product assortment and fixed price point appeal to a wide range of demographics, including families, students, and individuals on a tight budget.


    Dollar Tree primarily relies on its physical retail stores as the primary channel for customer interaction. Customers can visit any of the company's stores to browse and purchase products. Additionally, Dollar Tree has an online presence, allowing customers to explore its offerings and make purchases through its website. However, the physical stores remain the main focus of the company's distribution and sales strategy.

    Revenue Streams

    Dollar Tree generates revenue through the sale of products in its stores. The company operates on a high volume, low margin business model, where it aims to sell a large quantity of products at a slim profit margin. By maintaining low prices and offering a diverse range of products, Dollar Tree attracts a significant customer base, resulting in consistent revenue generation.


    The Dollar Tree Business Model Canvas highlights the key elements that contribute to the company's success. Through strategic partnerships, efficient operations, and a clear value proposition, Dollar Tree has established itself as a leading discount retail store. The company's ability to provide quality products at unbeatable prices has earned it a loyal customer base and positioned it as a formidable player in the industry.

    Which companies are the competitors of Dollar Tree?

    The Competitors of Dollar Tree

    Dollar Tree, as a leading discount variety store chain, faces competition from several companies in the retail industry. These competitors include:

    1. Dollar General

    Dollar General is one of the largest discount retailers in the United States, operating over 16,000 stores in various rural and suburban locations. Similar to Dollar Tree, Dollar General offers a wide range of products at affordable prices, targeting budget-conscious consumers. However, Dollar General typically has a larger store format than Dollar Tree, allowing for a wider selection of merchandise.

    2. Family Dollar

    Family Dollar, now owned by Dollar Tree, used to be one of its main competitors. Before the acquisition, Family Dollar operated more than 8,000 stores across the country. While Dollar Tree primarily focuses on selling items for $1 or less, Family Dollar offers a broader price range, including products priced above $1. The acquisition has allowed Dollar Tree to expand its customer base and diversify its product offerings.

    3. Walmart

    Walmart, the world's largest retailer, competes with Dollar Tree through its Walmart Dollar section. This section offers a range of products priced at $1 or less, directly targeting the same customer base as Dollar Tree. Walmart's extensive network of stores and its ability to offer discounted prices on a wide variety of products pose a significant competitive challenge to Dollar Tree.

    4. Five Below

    Five Below is a specialty discount retailer that targets teens and pre-teens with trendy, affordable products. While Dollar Tree offers a broader range of merchandise, Five Below focuses on selling items priced at $5 or less. With over 1,000 stores across the United States, Five Below competes with Dollar Tree by providing a unique shopping experience and catering to a specific demographic.

    5. Big Lots

    Big Lots, an American retail company, operates over 1,400 stores offering a wide assortment of merchandise at discounted prices. While their product range is broader than Dollar Tree's, Big Lots competes with Dollar Tree through its low-priced offerings. Big Lots stores are typically larger than Dollar Tree stores, allowing for a greater selection of home goods, furniture, and seasonal items.

    In conclusion, Dollar Tree faces competition from various companies operating in the discount retail sector. These competitors include Dollar General, Family Dollar (now owned by Dollar Tree), Walmart, Five Below, and Big Lots. As the retail landscape evolves, Dollar Tree continues to navigate these competitive pressures by focusing on its unique value proposition of providing everyday items at $1 or less.

    Dollar Tree SWOT Analysis


    • Low prices: Dollar Tree offers products at extremely low prices, making it a favorite among cost-conscious shoppers. This strategy allows the company to attract a large customer base and maintain a competitive edge in the market.
    • Wide product assortment: Despite its low prices, Dollar Tree offers a wide range of products across various categories, including food, household items, party supplies, and more. This extensive product assortment allows customers to find everything they need conveniently in one store.
    • Strong brand recognition: Dollar Tree has established a strong brand presence in the discount retail industry. The company's recognizable logo and consistent store experience have contributed to its success and customer loyalty.
    • Efficient supply chain: Dollar Tree has a well-established and efficient supply chain network, enabling it to consistently stock its stores with a variety of products. This allows the company to meet customer demands quickly and efficiently.


    • Limited product quality control: As Dollar Tree focuses on offering products at low prices, the quality control of some items may be a weakness. Customers may occasionally encounter products that are of lower quality compared to those found in traditional retail stores.
    • Dependency on suppliers: Dollar Tree relies heavily on its suppliers to provide the products it sells. Any disruption in the supply chain or issues with suppliers could have a negative impact on the company's ability to stock its stores adequately.
    • Limited international presence: Although Dollar Tree has expanded its reach through acquisitions, it still has a limited international presence compared to some of its competitors. This may limit its growth opportunities in the global market.


    • Expansion into e-commerce: With the increasing popularity of online shopping, Dollar Tree has an opportunity to expand its presence in the e-commerce space. By offering online shopping options and improving its website experience, the company can reach a wider customer base and increase sales.
    • Private label expansion: Dollar Tree can further develop its private label products, which have higher profit margins compared to national brands. By expanding its private label assortment, the company can increase profitability and differentiate itself from competitors.
    • Focus on urban markets: Dollar Tree has the opportunity to target urban markets with smaller store formats. By opening smaller stores in densely populated areas, the company can cater to the needs of urban customers who value convenience and affordability.


    • Intense competition: Dollar Tree faces strong competition from other discount retailers, as well as traditional retail stores that offer low-priced products. The intense competition in the market may impact the company's market share and profitability.
    • Economic downturns: Dollar Tree's business is sensitive to economic conditions. During economic downturns, consumers may cut back on discretionary spending, which could negatively impact the company's sales and revenue.
    • Increasing labor costs: As labor costs continue to rise, Dollar Tree may face challenges in maintaining its low-price strategy. Higher labor costs could squeeze profit margins and potentially lead to price increases, affecting the company's competitive advantage.

    Key Takeaways

    • Dollar Tree is owned by its shareholders, who collectively own the company and have voting rights.
    • The mission statement of Dollar Tree is to offer customers a broad assortment of quality merchandise at extremely low prices.
    • Dollar Tree makes money through its retail operations, selling a variety of products at the fixed price of $1.
    • The Dollar Tree Business Model Canvas focuses on providing value to customers through low-cost products, efficient sourcing, and effective store management.
    • Dollar Tree faces competition from various companies, including Dollar General, Family Dollar, and Walmart, among others.
    • In the SWOT analysis for Dollar Tree, the company's strengths include its low-price strategy and strong market presence, while its weaknesses include limited product selection. Opportunities for Dollar Tree include expanding its store footprint and diversifying its product offerings, while potential threats include increasing competition and changes in consumer spending patterns.


    In conclusion, Dollar Tree is a retail company that operates a chain of discount stores. The company is owned by Dollar Tree, Inc., which is a publicly traded company listed on the NASDAQ. Dollar Tree's mission statement is to provide customers with a broad assortment of quality merchandise at extreme value prices.

    Dollar Tree makes money through various revenue streams, including the sale of merchandise, primarily priced at $1 or less, as well as through its online platform. The company focuses on cost control and efficiency to maintain its low-price strategy and maximize profitability.

    The Dollar Tree Business Model Canvas explains how the company creates value for its customers through key activities such as sourcing products, maintaining a low-cost supply chain, and providing convenient store locations. The company also emphasizes customer satisfaction and brand loyalty as important aspects of its business model.

    Dollar Tree faces competition from several companies in the retail industry, including Dollar General, Family Dollar, and Walmart. These companies offer similar products at competitive prices, and Dollar Tree must continually differentiate itself to attract and retain customers.

    A SWOT analysis of Dollar Tree reveals its strengths, such as its low prices and extensive store network, which allow it to reach a wide customer base. However, the company also faces challenges, such as increased competition and potential supply chain disruptions. By capitalizing on its strengths and addressing its weaknesses, Dollar Tree can continue to succeed in the dynamic retail market.

    Overall, Dollar Tree has established itself as a prominent player in the discount retail industry. Its mission to provide affordable products and its strategic business model have contributed to its success. However, the company must remain vigilant in adapting to market changes and staying ahead of its competitors to maintain its position in the industry.


    What are the strengths of Dollar Tree?

    1. Affordable prices: Dollar Tree offers a wide range of products, including household items, party supplies, food, and personal care products, all priced at $1 or less. This affordability attracts customers who are looking for value for money.

    2. Convenience: Dollar Tree has over 15,000 stores across the United States, making it easily accessible to a large number of customers. The stores are typically located in neighborhood shopping centers, making it convenient for customers to shop for everyday essentials.

    3. Wide product selection: Despite the low prices, Dollar Tree offers a diverse range of products, including popular brands and private label items. Customers can find a variety of items in different categories, allowing them to complete their shopping needs in one place.

    4. Simple store layout: Dollar Tree stores have a straightforward and easy-to-navigate layout. The organized aisles and clear signage make it convenient for customers to find the products they need quickly.

    5. Attractive profit margins for suppliers: Dollar Tree's business model allows suppliers to sell their products in large quantities, which helps them maintain low costs and attractive profit margins. This encourages suppliers to collaborate with Dollar Tree, ensuring a steady supply of products.

    6. Strong customer loyalty: Dollar Tree has built a loyal customer base due to its consistent low prices and value for money. Many customers rely on Dollar Tree for their everyday needs and consider it a go-to destination for budget shopping.

    7. Constant product rotation: Dollar Tree frequently introduces new products and rotates its inventory, which keeps the shopping experience fresh and exciting for customers. This encourages frequent visits and impulse purchases.

    8. Strong financial performance: Dollar Tree has demonstrated strong financial performance over the years, with consistent revenue growth and profitability. This stability and success indicate the company's ability to effectively manage its operations and adapt to changing market conditions.

    9. Bulk purchasing opportunities: Dollar Tree offers bulk purchasing options for both consumers and small businesses. This allows customers to stock up on essentials at a lower cost per unit and small businesses to access affordable supplies for their operations.

    10. Community involvement: Dollar Tree actively engages in community involvement initiatives, such as partnering with local schools, non-profit organizations, and charities. This involvement helps build a positive brand image and strengthens customer loyalty.

    What are Dollar Tree's competitive advantages?

    Dollar Tree's competitive advantages include the following:

    1. Low-cost business model: Dollar Tree operates with a low-cost structure, allowing it to offer products at extremely low prices. The company procures merchandise at low costs and operates small-format stores, which helps in reducing expenses.

    2. Wide product assortment: Dollar Tree offers a wide range of products, including food and beverages, household essentials, health and beauty products, party supplies, and seasonal merchandise. Its extensive product assortment attracts customers with various needs and preferences.

    3. Fixed price point: Dollar Tree maintains a fixed price point of $1 for most of its merchandise, which allows customers to have a clear understanding of the value they will receive. This pricing strategy differentiates Dollar Tree from its competitors and appeals to budget-conscious consumers.

    4. Store network and convenience: Dollar Tree operates over 15,000 stores across North America. Its extensive store network provides convenience to customers, making it easily accessible for them to find affordable products.

    5. Strong supplier relationships: Dollar Tree has established strong relationships with a large network of suppliers, allowing the company to secure favorable pricing and sourcing advantages. This helps in maintaining its low-cost structure and providing competitive pricing to customers.

    6. Bargain shopping experience: Dollar Tree offers a unique shopping experience where customers can find a variety of products at extremely low prices. This attracts bargain hunters who enjoy discovering deals and value for their money.

    7. Strong brand recognition: Dollar Tree has built a strong brand and has become a well-known name in the discount retail industry. This brand recognition helps in attracting customers and building customer loyalty.

    8. Efficient inventory management: Dollar Tree has efficient inventory management systems in place, enabling it to maintain optimal inventory levels and minimize stockouts. This ensures that customers find the products they need consistently.

    Overall, Dollar Tree's competitive advantages stem from its low-cost structure, wide product assortment, fixed price point, convenience, strong supplier relationships, unique shopping experience, brand recognition, and efficient inventory management.

    What is the strategy of the Dollar Tree?

    The strategy of Dollar Tree is to provide customers with a wide assortment of high-quality products at the fixed price point of $1. The company focuses on offering a variety of merchandise categories, including consumable goods, housewares, cleaning supplies, health and beauty products, toys, and more. Key elements of Dollar Tree's strategy include:

    1. Value pricing: Dollar Tree's primary strategy is to offer products at a low, fixed price of $1, providing customers with affordable options. This value pricing attracts budget-conscious consumers seeking great deals.

    2. Broad product assortment: Dollar Tree aims to offer a wide range of products across various categories, providing customers with convenience and one-stop shopping. By maintaining a broad assortment, they cater to diverse consumer needs.

    3. Store expansion: Dollar Tree focuses on expanding its store footprint to reach more customers across different geographic regions. This expansion strategy includes both opening new stores and acquiring smaller regional chains to increase market share.

    4. Efficient sourcing and supply chain: To maintain its low price point, Dollar Tree follows an efficient sourcing strategy by procuring products directly from manufacturers and leveraging economies of scale. They also optimize their supply chain to ensure a consistent supply of products at affordable prices.

    5. Customer experience: Dollar Tree aims to provide a positive shopping experience for customers by ensuring clean, organized stores, friendly and helpful staff, and easy-to-navigate layouts. They focus on customer satisfaction and strive to exceed expectations.

    6. Private label brands: Dollar Tree has developed private label brands across various product categories, offering customers quality alternatives at competitive prices. These brands help differentiate the company and build customer loyalty.

    7. Online presence: Recognizing the growing importance of e-commerce, Dollar Tree has established an online presence, allowing customers to shop conveniently from their website. This strategy expands their reach and captures online shoppers.

    Overall, Dollar Tree's strategy revolves around offering a wide assortment of products at a fixed price point, expanding its store footprint, optimizing sourcing and supply chain, enhancing customer experience, leveraging private label brands, and embracing e-commerce.

    What is Dollar Tree mission and vision?

    The mission of Dollar Tree is to offer customers a wide assortment of quality, value-priced merchandise in a fun and friendly shopping environment.

    The vision of Dollar Tree is to be a customer-focused, value-driven variety store that provides customers with a unique shopping experience, offering quality products at affordable prices. They aim to continuously grow their business and enhance shareholder value while being a responsible corporate citizen in the communities they serve.

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