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