Trader Joe s Case Study Analysis

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Tatiana Tripp Trader Joe’s Case Study Analysis COM 742 11/19/2014 The current problem is that advertising and growth can lead to an end of the “quirkiness” that is currently Trader Joe’s strongest attribute. Already, a bit of authenticity from the original stores has slipped away from expansion. A former employee, as shown in the case study, said “In the early days we never tried to be a neighborhood store.”1 There is no question that trying to incorporate more traditional advertising and thus, competing with large grocery retailers is the wrong direction for the company. More subtle advertising that builds upon the current strengths would be the best. The important thing to consider is if new ways to advertise would help achieve further…show more content…
By promoting from within, which is already done whenever possible16 it would be inexpensive to create a social media team from the pool of creative employees. 8 http://www.cnn.com/2014/11/03/opinion/yang­millennials­spending/ http://www.nielsen.com/us/en/insights/news/2014/millennials­prefer­cities­to­suburbs­subways­to­driveways .html 10 http://www.mediapost.com/publications/article/98919/ 11 http://www.mediapost.com/publications/article/98919/ 12 http://ryan­jenkins.com/2013/09/16/22­shocking­stats­about­millennials­to­help­you­chart­tomorrows­chang e/ 13 Ager & Roberto pg.8 14 https://www.facebook.com/pages/Trader­Joes­Fan/15934023652 Nov. 19, 2014 15 Ager & Roberto pg.3 16 Ager & Roberto pg.9 9 Solution 2 - Reduce bureaucracy/promote authentic feeling of local neighborhood stores There is concern that as Trader Joe’s expands it might lose its “charm” and “quirky cool” image. Already there has been some complaint about its inauthenticity when trying to be a real neighborhood store.17 The obvious way to combat this is to give more autonomy to each individual store. Encouragement to make sure each location is original and different from other location stores would create a sense of shopping at specialized markets as opposed to a retail chain. Each Fearless Flyer could be adjusted to reflect the personality of the

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