Marketing Project Print

Marketing Project Print - Introduction Trader Joes is a...

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1 Introduction Trader Joe’s is a chain of grocery stores in the United States that is a private company started in California. It sells foods and beverages of all varieties that are majority private labeled brands. In the past it was seen as a just a convenience store, but now is a setting for shoppers who are adventurous when it comes to food and beverages. Shopping becomes a cultural experience with this company because private labeled brands and products from around the world are available. It uses very little advertising, but continues to bring in more customers through word of mouth about the unbelievable shopping experience.
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2 Background and History Trader Joe’s was founded by Joseph Coulombe in 1967. In 1979 Coulombe sold Trader Jo e’s to Theo Alberecht, who saw Trader Joe’s as a small financial investment all the way from Germany. Alberecht stays out of the business and only visits once a year to look at operations. He hired John Shields who attended Stanford, as a CEO from 1987 until 2001. Under Shields, the company expanded outside of California. The current CEO is Dan Bane who continues to refuse to speak to Fortune. Never has the company participated in any major story about the business operations. Management is very secretive in everything they do and there is no sign of the existence of the company in Monrovia, California where headquarters are located.
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3 Why Founded Before Trader Joe’s came along, Coulombe owned a small chain of convenience stores named Pronto Market, which began in 1958. These small chains had a hard time competing with 7-Eleven, so Coulombe changed their name to Trad er Joe’ s and the way business ran. Changes included bigger stores, along with adding hard to find and great tasting products. The purpose of this store was to serve sophisticated consumers in Southern California. Coulombe wanted to have a tropical adventure theme and can up with Trader Joe’s.
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4 Locations Trader Joe’s chain is based in Monrovia, California wh ere its headquarters are located just outside of Los Angeles. The very first store was opened in 1967 in Pasadena, California. Currently there are about 350 stores in 25 states, but expansion continues yearly with the addition of new markets and stores. When Trader Jo e’s chooses to open a new store, they look at the density of the population, the education level of the consumer, and the distribution efficiencies. The expansion of the stores did not expand out of California until 1993, when it reached Arizona. Then in 1995, it reached the Pacific Northwest. From there, the expansion of stores continued across the US in particularly and strategically chosen states. Market research has been conducted and shows that there is a correlation between education and consumer choices. Stores are only opened where there are many college professors and other people who are bargain hunters. Another determinant of where a store opens is the distribution process. Stores are small so they
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This note was uploaded on 04/17/2011 for the course BUS 312 taught by Professor Wittenberg,h during the Spring '08 term at University of Hawaii, Manoa.

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Marketing Project Print - Introduction Trader Joes is a...

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