External and Internal Environments Choose an industry and one publicly traded corporation within that industry. Research the company on its own Website, the public filings on the Securities and...

Running Head: EXTERNAL & INTERNAL ENVIRONMENT 1
External and Internal Environments
Running Head: EXTERNAL & INTERNAL ENVIRONMENT 2
Introduction
This research paper will discuss about the external and internal environment of a
company that is a publically traded corporation. This paper will discuss about the each aspect
related to the corporation such as strength weakness, resources, capabilities etc. For
accomplishing this paper, Dollar General Corporation is selected.
Overview of Company
In the context of retail business, the industry such as discount variety covers retail and
online business. Some of the related have expanded their business and doing business in a global
market, while some of the retailers still working in their home country. Dollar General is among
those retailers who are still focusing on their local market. This organization feels proud to be a
general store and serve the people of America. This organization has more than 13,205
convenient stores that make shopping more affordable and easy and facilitate the customers to do
shopping without any stress (Dollar General Corporation, 2016). For this, this organization has
started its delivery in 43 states of America with the help of its low prices. These stores facilitate
the company to add more brands in the stores and offers each require products to customers to
fulfill their needs. Now the stores are offering foods, beauty and health aids, snacks, as well as
family apparel, cleaning supplies, seasonal items and housewares. To ensure the quality of the
products, Dollar General offers the products manufactured by the high quality producers such as
Unilever, Energizer, Clorox, Procter & Gamble, Coca-Cola, Nestle, Hanes, General Mills,
Kellogg's, PepsiCo, Mars, and Kimberly-Clark (Dollar General Corporation, 2016).
1. Choose the two (2) segments of the general environment that would rank highest in
their influence on the corporation you chose. Assess how these segments affect the
corporation you chose and the industry in which it operates.
Running Head: EXTERNAL & INTERNAL ENVIRONMENT 3
According to Dunne, Lusch & Carver (2013), there are seven dimensions of a
corporation’s general environment in which two segments are most important that are the
technology segments and demographic segments. In the context of Dollar General, these two
segments are also considerable because of the nature of its business and its target market (Dollar
General Corporation, 2016). On the other hand, Dunne, Lusch & Carver, (2013) says that the
general environment of a company cannot be controlled by the strategies made by management
because it is driven by the industry and purchasing behavior of the customers.
Demographic segment in the context of Dollar General includes age of customers, size, ethnic
mix, income distribution, and geographic of potential customers. Due to this, the management of
the selected organization considers these factors during the making of strategy for its retail
stores. These all factors are addressed by the company’s business policies which help the Dollar
General to leader of rural areas of the market. Due to this, the company targets such area of the
market where the larger size retailers do not want to go due to the fear of the slow sales. Dollar
General also knows that there are different types of communities in the rural areas of America
who have different needs and desires (Dollar General Corporation, 2016). Therefore, the
company has structured its stores as per the needs of the target community and targets the niche
customer segment with the help of its products. On the other hand, the geographic location, size
and income distribution of Native Americans in the rural areas are quite similar. Due to thus, the
company develops the stocked on the basis of the purchasing behavior of the customers.
In the industry of Dollar General, there are the stores either for the frozen foods or only
of retail products. But the organization has shifted its retail business process and offers the meat,
fresh dairy products and other types of household items from its retail business stores that
facilitate the company to provide each of the household items that are sold by a traditional retail
Running Head: EXTERNAL & INTERNAL ENVIRONMENT 4
stores. The needs and desires of the consumers drive the failure of an organization if not
addressed by the company completely (Dollar General Corporation, 2016). In this context, retail
stores of company to ensure the availability of the products as per the target customers and target
community because of their location in the remote areas of America. As a result, the company
can be able to provide the services to the clients on the basis of their personal request for anyone
of the products. Through this, the company addresses the impacts of consumer demography. In
the context of the retail business, the technology plays an important role because it helps the
company to stay connects with the customers (Dollar General Corporation, 2016). In this
context, Dollar General addresses the technology segment effectively by using the advanced
technology in their daily business operations.
For example, to ensure the regular updates to customers, company has offers a text
program in which customers have to send a message to company from their mobile and after this,
they will receive the information related to the sales, and discount coupons on the weekly basis.
With the help of technology such as the social media platform, the customers can also stay in
touch with the company in the use of their Twitter, Facebook, You Tube and other social media
platforms (Dollar General Corporation, 2016). For this service, they just have to access the
website of the company. Dollar General is a largest retailer of America in the context of its
number of the stores, which offers the discount retailing business to clients. In...