Trader Joe’s do not match that of the traditional supermarket, the technological advancements of society will only push more convenience for the customer. Many Americans already use Amazonand Walmart’s e-commerce systems to purchase groceries as the average day for consumers becomes busier and busier. The current product strategy of adding and removing 10-15 items each week may leave Trader Joe’s at a disadvantage to customers if they did approach an online grocery delivery option. The company may need to adjust how often they replace items on their website to allow online customers to properly view what offerings Trader Joe’s has and what has been replaced.Question 3: How will Trader Joe’s target market change as it ventures away from larger cities and into the country?Currently, Trader Joe’s target market is described as “intelligent, educated, inquisitive individuals” and the company has claimed that 80% of its customers has attended college. This seems like a plan that has paid off in the suburban neighborhoods that many stores are in, but thisgroup of customers will not be a prevalent in the rural areas of the country. The areas of the country where college educated individuals will become saturated to the point where Trader Joe’s must expand to new markets and potentially lead to a different strategy based on geographic area. Trader Joe’s is currently expanding quite aggressively, but with growth on pace with other retailers, they will need to consider a different strategy to succeed outside their niche market.
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- Spring '10
- Supermarket, Grocery store, Rural area, Trader Joe