Brand Strategy

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Submitted By muleipius
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Brand Strategy

BRAND NAME: Nivea Sun-Kissed Radiant Skin Lotion

Dollar Tree Inc. is among the biggest dollar stores in America selling a wide variety of products (Plunkett's Retail Industry Almanac 2009, 50). The picture of the Nivea Sun-Kissed Radiant Skin Lotion product sold at the Dollar Tree Inc is shown below.

[pic]

Retrieved 26 August 2014 from: http://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcTCU-qEMJMc0lMV6YFk1zl9imAibUHoaPQss0PWB2-FwyJL0FO32g

STRATEGIC PLAN: BRAND HISTORY

• Company’s industry

Dollar Tree Inc. operates within the industry of Dollar and variety Stores, which provides cheap products to consumers in different locations. The Dollar and variety stores industry has been in existence since time immemorial to offer low price products to consumers in order to supplement the big chain stores and supermarkets since they are closer to the consumers. Business analysis in America reveals that the Dollar and variety stores industry has experienced a significant growth over the last five years as at 2014. This industry offer employment to more than 270,449 people in America as depicted by the industry research report (Britt 35).

• Company’s competition

The Dollar and variety industry contains many companies, which compete among one another in search for consumers and increase in revenue. Dollar Tree Inc. face stiff competition from ALCO Stores, Inc., Big Lots, Inc., Burlington Stores, Inc., Costco Wholesale Corporation, Dillard's, Inc., Dillard's, Inc., Dollar General Corporation, Wal-Mart Stores, Inc, Tuesday Morning Corp., The Bon-Ton Stores, Inc., Target Corporation, Sears Hometown and Outlet Stores, Inc., Sears Holdings Corporation, PriceSmart, Inc. among many other…...

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