{"id":3542,"date":"2025-10-04T22:07:12","date_gmt":"2025-10-04T14:07:12","guid":{"rendered":"https:\/\/moresourcing.com\/how-dollar-tree-plans-to-thrive-despite-breaking-the-buck\/"},"modified":"2025-10-04T22:07:12","modified_gmt":"2025-10-04T14:07:12","slug":"how-dollar-tree-plans-to-thrive-despite-breaking-the-buck","status":"publish","type":"post","link":"https:\/\/moresourcing.com\/es\/how-dollar-tree-plans-to-thrive-despite-breaking-the-buck\/","title":{"rendered":"C\u00f3mo Dollar Tree planea prosperar a pesar de gastar dinero"},"content":{"rendered":"<p><\/p>\n<div id=\"transcript-section\">\n        <!-- let's remove the TRANSCRIPT header --><\/p>\n<p>BRIAN KENNY: Bienvenido a Cold Call, el podcast donde profundizamos en las historias detr\u00e1s de los innovadores estudios de casos de la Harvard Business School.<\/p>\n<p>Jill Avery es una autoridad en branding y gesti\u00f3n de marca, gesti\u00f3n de relaciones con los clientes y marketing digital.<\/p>\n<p>JILL AVERY: Gracias.<\/p>\n<p>BRIAN KENNY: Es genial tenerte aqu\u00ed.<\/p>\n<p>JILL AVERY: Yo tambi\u00e9n.<\/p>\n<p>BRIAN KENNY: S\u00ed, mi esposa es maestra, maestra de escuela primaria, y compra \u00fatiles escolares all\u00ed.<\/p>\n<p>JILL AVERY: Este es un caso especial para m\u00ed porque lo escrib\u00ed con un muy querido amigo m\u00edo, el profesor Marco Bertini, uno de los principales expertos en fijaci\u00f3n de precios del mundo.<\/p>\n<p>BRIAN KENNY: Vaya.<\/p>\n<p>JILL AVERY: Encontramos este caso y pensamos que era la combinaci\u00f3n perfecta de su experiencia en precios y mi experiencia en marcas y nos unimos para escribir el caso.<\/p>\n<p>BRIAN KENNY: Eso es asombroso.<\/p>\n<p>JILL AVERY: Bueno, nuestra llamada de apertura es un pasto de planificaci\u00f3n de acciones y les preguntamos a los estudiantes: \u00bfapoyan la decisi\u00f3n de Dollar Tree de aumentar sus precios de $1 a $1,25?<\/p>\n<p>BRIAN KENNY: S\u00ed.<\/p>\n<p>JILL AVERY: Es un aumento del 25% y este es un momento cl\u00e1sico de an\u00e1lisis de decisi\u00f3n para la discusi\u00f3n de un caso.<\/p>\n<p>BRIAN KENNY: Hablemos un poco de eso.<\/p>\n<p>JILL AVERY: Desde el principio, el precio de un d\u00f3lar es la base de la propuesta de valor para el cliente de esta empresa.<\/p>\n<p>BRIAN KENNY: S\u00ed, el caso usa la palabra m\u00e1gico para describir el precio, lo cual me pareci\u00f3 interesante.<\/p>\n<p>JILL AVERY: Claro.<\/p>\n<p>Por el lado de los empleados, crea muchas eficiencias para el modelo de negocio.<\/p>\n<p>BRIAN KENNY: Supongo que tienen que conseguir un cierto margen.<\/p>\n<p>JILL AVERY: S\u00ed, entonces el precio en d\u00f3lares realmente los limita en t\u00e9rminos de qu\u00e9 tipos de mercanc\u00edas pueden mirar y qu\u00e9 tipos de mercanc\u00edas pueden traer. Tienen que encontrar productos de bajo costo, pero ese no es el \u00fanico criterio que tienen los compradores.<\/p>\n<p>BRIAN KENNY: Mencion\u00e9 los cinco y diez centavos en la apertura, ese fue Frank Woolworth, quien finalmente fund\u00f3 Woolworths.<\/p>\n<p>JILL AVERY: Es una gran pregunta, y esto simplemente muestra la calidad duradera del modelo de negocios de esta empresa y c\u00f3mo se construy\u00f3 para respaldar esa propuesta central de valor para el cliente.<\/p>\n<p>BRIAN KENNY: Y tambi\u00e9n fueron bastante lejos, \u00bfverdad?<\/p>\n<p>JILL AVERY: Absolutamente.<\/p>\n<p>BRIAN KENNY: S\u00ed.<\/p>\n<p>JILL AVERY: Absolutamente no.<\/p>\n<p>BRIAN KENNY: Me record\u00f3 un poco a Etsy.<\/p>\n<p>JILL AVERY: Absolutamente.<\/p>\n<p>BRIAN KENNY: En alg\u00fan momento del caso, se habla de que adquirieron Family Dollar, que en realidad fue una forma de ampliar su alcance.<\/p>\n<p>JILL AVERY: S\u00ed, la adquisici\u00f3n de Family Dollar supuso mucha tensi\u00f3n para la empresa y sus ejecutivos.<\/p>\n<p>BRIAN KENNY: Hable un poco m\u00e1s sobre los inversores activistas porque el caso se centr\u00f3 bastante en eso.<\/p>\n<p>JILL AVERY: S\u00ed.<\/p>\n<p>BRIAN KENNY: S\u00ed.<\/p>\n<p>JILL AVERY: Afortunadamente, esta es una marca que tiene una lealtad muy fuerte entre su base de clientes y relaciones duraderas.<\/p>\n<p>BRIAN KENNY: Entonces, \u00bfpodr\u00edan haber considerado algunas formas alternativas de hacer esto?<\/p>\n<p>JILL AVERY: Absolutamente.<\/p>\n<p>BRIAN KENNY: S\u00ed.<\/p>\n<p>JILL AVERY: Podr\u00eda ser.<\/p>\n<p>BRIAN KENNY: S\u00ed, esa es una idea realmente importante.<\/p>\n<p>JILL AVERY: Creo que todo el mundo estaba luchando con un problema similar al que enfrentaba Dollar Tree aqu\u00ed debido al entorno inflacionario, y en particular al entorno hiperinflacionario que la pandemia de COVID-19 trajo a las cadenas de suministro.<\/p>\n<p>BRIAN KENNY: S\u00ed.<\/p>\n<p>JILL AVERY: Entonces creo que lo que es importante entender aqu\u00ed es \u00bfd\u00f3nde est\u00e1n ubicadas Dollar Tree y otras tiendas de d\u00f3lar?<\/p>\n<p>BRIAN KENNY: S\u00ed.<\/p>\n<p>JILL AVERY: No creo que deber\u00eda ser as\u00ed.<\/p>\n<p>BRIAN KENNY: Claro, claro.<\/p>\n<p>JILL AVERY: Creo que este es el desaf\u00edo cuando le das a tu marca el nombre de un precio, porque la econom\u00eda cambia con el tiempo.<\/p>\n<p>BRIAN KENNY: Y el \u00e1rbol de 1,25 d\u00f3lares simplemente no suena bien.<\/p>\n<p>JILL AVERY: Simplemente no suena igual.<\/p>\n<p>BRIAN KENNY: Y nuevamente, solo pensando en la reacci\u00f3n de mi propia esposa cuando regresa a casa de la tienda de un d\u00f3lar con una bolsa llena de cosas, est\u00e1 realmente complacida y orgullosa de haber podido conseguir esas excelentes ofertas en la tienda de un d\u00f3lar para sus estudiantes.<\/p>\n<p>JILL AVERY: Absolutamente.<\/p>\n<p>BRIAN KENNY: Lo es.<\/p>\n<p>JILL AVERY: S\u00ed.<\/p>\n<p>BRIAN KENNY: Jill, esta ha sido una gran conversaci\u00f3n.<\/p>\n<p>JILL AVERY: Creo que la lecci\u00f3n m\u00e1s importante del caso del Dollar Tree es que el precio es una indicaci\u00f3n o un insumo del valor.<\/p>\n<p>BRIAN KENNY: S\u00ed.<\/p>\n<p>JILL AVERY: Gracias.<\/p>\n<p>BRIAN KENNY: Si te gusta Cold Call, es posible que te gusten nuestros otros podcasts: Climate Rising; <a href=\"https:\/\/hbr.org\/podcast\/2025\/09\/mailto:coldcall@hbs.edu\">coldcall@hbs.edu<\/a> si tienes alguna sugerencia o simplemente quieres saludar.<\/p>\n<\/p><\/div>\n<p>#D\u00f3lar #\u00c1rbol #Planes #Prosperar #Romper #D\u00f3lar<\/p>","protected":false},"excerpt":{"rendered":"<p>BRIAN KENNY: Bienvenido a Cold Call, el podcast donde profundizamos en las historias detr\u00e1s de los innovadores estudios de casos de la Harvard Business School.<\/p>","protected":false},"author":1,"featured_media":3283,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-3542","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.8) - 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