1

Brand Story

Author

Affiliation

Course

Instructor

Due Date
 2

Brand Story

Dollarama retail store is committed in providing its customers with products of

outstanding value and being confident to its customers regardless of their location in the

Canadian market. The store is dedicated in ensuring that its customers are introduced to a

consistent shopping experience. Dollarama store stands out from its competitors in that it

offers a broad assortment of products that are used in the daily lives of consumers to include

general and seasonal products. Unlike its competitors, Dollarama retail store ensures that the

prices of its products are kept low and remain fixed for a long period of time which has

helped it attain an increased competitive advantage in the Canadian market.

Our mission is 'creating valued products for customers.’ The mission of the retail

store is straightforward and simple where priority is given to the value of the

organization(Dollarama (n.d). Dollarama store appears to be different from competitors in

that is always committed in improving and maintaining appreciable efficiency levels of its

operations as a way of maintaining a higher competitive advantage compared to its

competitors. The retail store has a vision of growing its sales which results in increased

earnings and healthy cash flows within the business enterprise. Dollarama is also different

from its competitors in that its offers discounts on all consumer goods in a market that is

highly fragmented. It also operates in a market that is dominated by a large number of multi-

owned chain stores that are owned by private investors. Dollarama also stands out in that it

competes with large competitors for the same customers, market sites, workers, products and

services available in the Canadian market. These competitors are determined to have strong

financial muscles but Dollarama has managed to maintain an appreciable position in the

market in terms of competitive advantage.

Dollarama retail store is ranked at the top of the existing dollar stores in the whole

of Canada where it is indicated to be six times bigger that the competing dollar stores
 3

operating in the same market. It is known to have about 89% more stores than competitors

where it targets women as the main customers aged between 25 and 45 years. The target

women are those who fit between the income range of $20,000 -$80,000. The target

population comprises of both married and single customers who come from either local

communities or the Asian people. It also targets big families consisting of more than four

family members.

Dollarama adds value to its customers by allowing the to save more or buy many

products with whatever amount of money a customer has. The low prices indicated for its

products makes it possible for persons from low-income earners to buy from its stores at a

time when competitors might be charging more for similar products. The retail store has

established an increasing number stores all over Canada which has made it possible for

customers from different locations to find it easy accessing the products offered by the

retailer. Dollarama has also made it possible for consumers to access high-quality products

from all its stores without having to pay more for such products (Oldfield, 2019). The wide

range of assorted products makes it easy for customers to access their preferred products at

one-stop store unlike the case with some competitors whose assorted products are limited in

terms of products that a customer can buy from one store.

 4

References

Dollarama (n.d). Bulk sales, cases of retail good. Bulk sales, cases of retail good. Retrieved

from: https://www.dollarama.com/en-CA/

Oldfield, D. C. (2019). An Analysis of Major Retail Store Change in Canada: 2013-2018.