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(C-87) Dollar General has determined that the yearly earnings of its customer base is $30,000 a year and below, and that one-third of its customers earn less than $20,000 a year.
Dollar General's strategy at being a low-cost provider is evidenced by minimizing labor and advertising costs, offering a limited assortment of merchandise, using a single merchandise presentation, locating in second tier shopping strips with low rents, and investing in technology and distribution. (C87).
? The most critical element of the company's strategy for success was keeping its costs to a minimum through product selection, distribution strategy, advertising, and use of technology (C96)...
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