COMPANY PROFILE

In May of 1990, Jason and Judy Cheng opened up their first Dollar Club Store in Baldwin Park, California. Their business concept was a success from the start. On grand opening day, they had to extend the opening hours to accommodate the entire 5,000 customers. With dedication and hard work, the business continued to grow. As of June 2003, the Cheng family has established a chain of 10 retail outlets and a Wholesale Distribution Center with annual sales of $17.5 million.

Dollar Club is a slash between a convenient store and a supermarket. The product lines varied from food to toys, cleaners to stationery. Customers are able to find majority of their daily necessities at prices substantially lower than those in the supermarket. In addition to offering discount prices to customers, the management of Dollar Club thrives in improving the level of customer service standards in order to increase customer loyalty. For the past 13 years, Dollar Club has lived by the following five principles of Service standards:

• Quality is defined by the customer. Conformance to company’s specifications is not quality: conformance to customers’ specifications is. Spending wisely to improve service comes from continuous learning about expectations and perceptions of customers and vendors.
• Reliability is the core of service quality. Little else matters to a customer when the service is unreliable. Making sure the products do not go out of stock is an example of reliability.
• Always try to resolve customers’ problem in the shortest time possible. Companies that do not respond effectively to customer complaints compound the service failure and thus fail the service twice.
• Exceeding customers’ expectations requires the element of surprise. If Dollar Club cannot only be reliable in output but can also surprise the customer in the way the service is delivered, then the company has succeeded.
• Teamwork is an important part of retail management. It is an important dynamic in sustaining servers’ motivation to serve.

With strong emphasis in customer service, Dollar Club’s business philosophy has been very well received by its larger than ever customers. With 13 years of experience and the continuing expansion of the Dollar Club, the Cheng’s dream continues to grow as well. By shopping at Dollar Club, customer will experience the ultimate joy of “Get More for Your Dollar”.

FAMILY PROFILE

The Cheng Family emigrated from Taiwan in 1982. Prior to coming to the United States, the family was in the manufacturing business for more than two decades. Before opening their first Dollar Club Store in the May of 1990, the family started their own wholesale business in the Downtown Los Angeles business district. They experienced a lot of success, developing a reputation as a reliable and honest importer and supplier of highly demanded and popular products.

Jason and Judy Cheng raised their children with love and integrity. When they first started their wholesale business, they enlisted the help of their two older daughters, Flora and Shirley Cheng. Together with their daughters, they build their small business into a reputable size. They modeled their business after their family values. They operated a smart but honest business and they were always looking for bigger and better opportunities. This opportunity came in 1990 after years of experience and months of research. They successfully opened their first Dollar Club Store in Baldwin Park, and since then they have had much success in establishing a chain of 10 retail outlets and a central Wholesale Distribution Center.

COMPANY VISION

REPUTABLE NAME & SERVICE:
The company strives to provide exemplary and dedicated service to its customers. Our customers will not only know us for our name and the high quality products we carry, but also for the great service they deserve. We also hope to build a reputation as a “One-Stop Shop” market where customers come for all their daily basic needs.

GROWTH AND EXPANSION:
The company plans to expand our current chain of 10 retail outlets to 20 by the year ending 2004. We believe we have the expertise and knowledge to quickly and efficiently set up 10 additional stores in prime locations.

P.O.S. SYSTEM:
We plan to implement the P.O.S. System in all of our existing and new retail stores. The system will allow us to keep better track of inventory sent to our central office. We will also be able to more quickly and accurately serve the needs of our customers.

PRODUCT VARIABILITY:
Our company offers a wide variety of “Name-Brand” consumables as well as non-consumables. We currently offer fresh Deli and Dairy Products, and are in the process of setting up a Frozen Foods section in our retail outlets to better serve the needs of our customers.