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> Dollar Tree: Breaking the Buck

商品編號: 9-522-091
出版日期: 2022/06/09
作者姓名:
Avery, Jill;Bertini, Marco
商品類別: Marketing
商品規格: 22p

再版日期: 2022/08/23
地域: United States
產業: Retail and consumer goods;Retail trade
個案年度: 2021 -  2021

 


商品敘述:

For thirty-five years, Dollar Tree, a discount retail chain selling general merchandise, had held it fixed price point steady, pricing all of its household items, food, stationery, books, seasonal items, gifts, toys, and clothing that made up its diverse and ever-changing assortment at $1.00. While all other dollar store chains had raised prices over the years to keep up with inflation, Dollar Tree had never budged on its price. However, in late 2021 the company announced that Dollar Tree was "breaking the buck" and raising prices on all goods to $1.25. Would the demise of the $1.00 price point bring about the downfall of Dollar Tree or could the retail chain weather its price change without alienating its price sensitive shoppers through smart marketing, pricing, and branding strategies?


涵蓋領域:

Brand management;Branding;Marketing;Marketing strategy;Pricing strategy


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