Trader Joe’s - Case Study

Presented by :1. Nattaporn Duangsawang 5. Kulwadee Bumrungkhet 2. Pornpunsa Wuttisanwattana 6.Nichanat KateMukda3. Jinjuta Wattanaphan 7.Kanchanat4. Apitta Ruangkosol

Branding Strategy

Products

Company Background

Customer Focus

Critical Success Factor

Performance Result

Trader Joe’s in Thailand

Branding Strategy

Products

Company Background

Customer Focus

Critical Success Factor

Performance Result

Trader Joe’s in Thailand

• started in the 1950s. as a small chain of convenience stores, way back in 1958. They were called Pronto Markets.

• They made the stores bigger (if you can imagine), decked the walls with cedar planks and donned the crew in cool Hawaiian shirts.

• Most importantly, they started putting innovative, hard-to-find, great-tasting foods in "Trader Joe's" name. That cut our costs and saved your money.

Company background

Company background

Branding Strategy

Products

Company Background

Customer Focus

Critical Success Factor

Performance Result

Trader Joe’s in Thailand

Great food + Great prices = Value.

Customer Focus

“every penny they save is a penny customer saves”

TJ’s buy in volume & no suppliers fees to keep the price low

Product

•The company's products are environmentally friendly •"your neighborhood grocery store" or "your unique grocery store“•many items under its own private labels •All Products In The Trader Joe's Label Promise the finest quality, natural ingredients.

Branding Strategy

Products

Company Background

Customer Focus

Critical Success Factor

Performance Result

Trader Joe’s in Thailand

Product

gourmet foods, organic foods, vegetarian food, unusual frozen foods, imported foods, domestic and imported wine and beer (where local law permits), "alternative" food items, and staples like bread, cereal, eggs, dairy, coffee and produce. Non-food items include personal hygiene products, household cleaners, vitamins, pet food, plants, and flowers.

Branding Strategy

Products

Company Background

Customer Focus

Critical Success Factor

Performance Result

Trader Joe’s in Thailand

Branding strategies coupled with social responsibility:

- “Our Product Guarantee: We tried it! We liked it! If you don’t, bring it back for a full refund, no questions asked.”

- Neighborhood store feel

-Low prices by having smaller stores and smaller variety of products - Density of population, educational level of the consumer, and distribution efficiencies.

Branding strategies coupled with social responsibility:

- Trader Joe's claimed to phase out single-ingredient products from China due to concerns over tainted goods- Does not provide 'Country of Origin' disclosures on label brands-no artificial colors, flavors, or preservatives, contain no MSG or trans fats, and are sourced from non-genetically modified ingredients.

Branding Strategy

Products

Company Background

Customer Focus

Critical Success Factor

Performance Result

Trader Joe’s in Thailand

Performance results:

•The growth of the organization has been achieved without debt due to advertising is limited.•In 2009,$8 billion in annual profits andranks second in customer service•The second-best supermarket chain in the nation, after Wegmans.

Branding Strategy

Products

Company Background

Customer Focus

Critical Success Factor

Performance Result

Trader Joe’s in Thailand

Critical success factors:

•customer feel like you are entering a holiday land where the atmosphere is relaxed yet brimming with adventurous product choices.•reasonably-priced items •sources most of its products from local farms •Trader Joe’s has a business model that can make any corporation green with envy.

Critical success factors:

•Trader Joe’s refunds the money without any questions.

•bring the world to the locals

•TJ’s pays higher wages than any other grocer

Branding Strategy

Products

Company Background

Customer Focus

Critical Success Factor

Performance Result

Trader Joe’s in Thailand

Trader Joe’s in ThailandStrength• High quality & Healthy Product • Environmental initiatives, • Understanding the customers

focus • Local and international product• Low Price comparing to the

same type of grocery

Weakness:• Small area, Trader Joe's

unique is the size of its stores

• Low product Variety • Individual products are

also discontinued.

Opportunity:• The trend of healthy life style is

popular. • Trader Joe's sells many items

under its own private labels• TJ’s is small and focus on

location.

Threats:•Highly competitive market •Transportation •Thai people buying behavior•Economic situation in Thailand

Trader Joe’s in Thailand

In conclusion, There is the possibilities for TJ’s in Thailand. However, Beginning of TJ’s in

Thailand is needed to eliminate the weakness of TJ’s business itself to be able to compete in the market and to maintain its strength while

increasing the opportunity

Thank you