Courtney DalkeMary Giles

Somer Reed

“Your Neighborhood Grocery Store” Started as small chain of convenience

stores called Pronto Markets in 1958 Changed their name and the way they do

business in 1967 Sell innovative, hard-to-find, great tasting

foods at competitive prices• Buy direct from suppliers when possible• Buy in bulk and contract early• No supplier fees for item shelf space

Today, Trader Joe’s has a total of 339 stores

5,500 employees

About $7.2 billion in revenues for fiscal year 2009

College-Educated White homeowner Median age of 44 Median household income of $64,000 Cost-conscious, health-conscious label reader, not

tied to national brands Well-travelled Profiles:

• “Frugal foodies”• “Iconoclast”• Health-conscious, ecologically sensitive parent• Child free working couples and singles• “Indulgers”

Bring customer the best food and beverage values they can find anywhere and the information they need to make informed buying decisions

More than 2,000 unique grocery items Private label products have own "angle"

• great flavor, unusual recipes, high quality ingredients, special nutritional claims, and all natural ingredients

Work to be a part of the neighborhood• Examples: silent auction to benefit a local

elementary school, health fair sponsored by community hospital

Maintain low prices by smaller and plainer stores• Use plain packaging• Carry small variety of products• More turnaround on products

Allows larger quantities of perishable items closer to the expiration date at better prices

Gourmet foods Organic Vegetarian Unusual frozen foods Imported foods Domestic and imported wine/beer “Alternative" food items Basics Personal hygiene products Household cleaners Vitamins Pet food Plants, flowers

Strengths• Competitive prices• Selective variety of

products from around the world

• Care about the products they sell (no preservatives or artificial colors, product guarantee)

• Buy directly from suppliers whenever possible

• Care about health of customers

• Treat employees well

Weaknesses• Lack of advertising• Compete against other

organic stores that support local farms in the area

• Buy produce from other areas

Opportunities• Expansion into more

states• Buying local produce

and vegetables• Have an in-house

kitchen/deli • Provide cooking and

canning classes to encourage sustainability

Threats• Local Food Co-Op• Whole Foods• Local Grocery Stores• Local Farmers

Markets

http://www.traderjoes.com/about/our-story.asp

http://supermarketnews.com/profiles/top75/trader_joes_market09/

http://manonamission.blogspot.com/2006/03/trader-joes-mission-statement.html

http://seattletimes.nwsource.com/html/food/2001919736_traderjoefix05.html