Trader Joe于1967由Joe Coulombe。2013年7月，市场力量信息披露了2013年7月对6000名美国人进行的研究结果。
Trader Joe was founded in 1967 by Joe Coulombe. In July 2013 Market Force Information revealed the results of the study conducted on 6000 Americans in July 2013.
Here the topic of discussion is the case “Trader Joe”.
i)Theme of the case: The Company is under threat for its existence due to the entry of new and existing competitors and due to threat of changes in the changes in the industry.
ii)Strategy of the main company: The Company had a strategy of targeting the qualified people who are attending colleges. As the experts at Trader Joe feels that targeting the better educated people who want something different will be beneficial for them. Nearly all the stores of Trader Joe were located near learning centers. For value proposition for its product, the company provided the sophisticated consumers with products that can provide the consumers with the benefits of good bargains.
iii)Main competitors: Tesco, Wal-Mart, Amazon, Target, Kroger, Giant, Tops and Publix.
What a company should do:
i)Development of some options:
a)It can expand its business in foreign countries where the market is still not captured and has high potentials for growth and higher market share can be achieved.
b)It can work with the Porter’s cost differentiation strategy by keeping its cost low in comparison to the other super markets so that customers will be more inclined towards the products of Trader Joe. All are concentrating on the market of United States Trader Joe by experimenting must work to expand its market in nearby countries like Canada etc.
c)Trader Joe has a special segment or niche segment to which it targets its products i.e. for customers who it claims are intelligent, educated and inquisitive individuals as most of the customers of Trader Joe have attended college so they have knowledge of products, brands and ingredients of the product.
d)It must include its products with such ingredients which are of low costs but provide high values to the customers. So that it can become a low manufacturer and earn higher profits.
According to the analysis done on Trader Joe it is founded that the best framework that can help in its best analysis is “Porter Fiver Forces Model”. This frame works helps in the analysis of all the aspects needed for the proper development of the company.