Trader Joe’s - a fascinate company
March 17, 2013
From a modern marketing point of view, grocery business and its stores are in “maturity and saturated stage” of the market-product life cycle. The aging of the baby boomer generation and the rising trend of healthy organic foods made way for Trader Joe’s, a less traditional grocery store with many more “hip” brands and innovations. Trader Joe’s is a fascinating company. It is privately owned and a sassy young company. It started off modestly with few small convenience stores in Pasadena, California. Trader Joe’s were differentiated from the local grocery stores with its tropical theme and its “exclusive” business style (naming the store manager “Captain”, the assistant manager as the “First Mate”, and the remaining staff as the “Crew Members) . Trader Joe’s was named after its founder - Joe Coulombe. The combination of innovative goods along with great service has created a faithful and constant customer base that continues to grow all over the country. As of today, Trader Joe's has approximately 395 stores , not including the projected in-coming new stores opening across the United States. Almost half of its stores are in California where many people with health conscience attitudes reside and where also the influence of the Hollywood movie stars is centralized. Present in thirty other states, Trader Joe’s is considered a successful chain of popular gourmet grocery. Trader Joe’s built their image as “YOUR neighborhood grocery” store with a wide and diverse range of selections from the exotic to the organic food and beverages with extra-friendly staff. Their first target market and customers are the millennial young middle class generation with the average age of 20 – 60. These customers are ecologically and environmentally health minded people who want healthy alternatives and varieties from around the world. Trader Joe’s competes with Whole Foods...
Bibliography:  Lewis, Len, “The Trader Joe’s Adventure: Turning a Unique Approach to Business into a Retail and Cultural Phenomenon”, Dearborn, 2005.
 Wikipedia, the free encyclopedia, “Trader Joe’s”, 2013,
http:// en.wikipedia.org/wiki/Trader_Joe%27s, March 16 2013
 Bovino, Arthur, “Sweet Finds and Major Disappointments at Trader Joe’s”, Huff Post FOOD, August 6 2012.
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