Courtney Dalke Mary Giles Somer Reed

 “Your Neighborhood Grocery Store”  Started as small chain of convenience stores called Pronto Markets in 1958  Changed their name and the way they do business in 1967  Sell innovative, hard-to-find, great tasting foods at competitive prices Buy direct from suppliers when possible Buy in bulk and contract early No supplier fees for item shelf space

 Today, Trader Joe’s has a total of 339 storesTrader Joe’s  5,500 employees  About $7.2 billion in revenues for fiscal year 2009

 College-Educated  White homeowner  Median age of 44  Median household income of $64,000  Cost-conscious, health-conscious label reader, not tied to national brands  Well-travelled  Profiles: “Frugal foodies” “Iconoclast” Health-conscious, ecologically sensitive parent Child free working couples and singles “Indulgers”

 Bring customer the best food and beverage values they can find anywhere and the information they need to make informed buying decisions  More than 2,000 unique grocery items  Private label products have own "angle" great flavor, unusual recipes, high quality ingredients, special nutritional claims, and all natural ingredients

 Work to be a part of the neighborhood Examples: silent auction to benefit a local elementary school, health fair sponsored by community hospital  Maintain low prices by smaller and plainer stores Use plain packaging Carry small variety of products More turnaround on products  Allows larger quantities of perishable items closer to the expiration date at better prices

 Gourmet foods  Organic  Vegetarian  Unusual frozen foods  Imported foods  Domestic and imported wine/beer  “Alternative" food items  Basics  Personal hygiene products  Household cleaners  Vitamins  Pet food  Plants, flowers

 Strengths Competitive prices Selective variety of products from around the world Care about the products they sell (no preservatives or artificial colors, product guarantee) Buy directly from suppliers whenever possible Care about health of customers Treat employees well  Weaknesses Lack of advertising Compete against other organic stores that support local farms in the area Buy produce from other areas

 Opportunities Expansion into more states Buying local produce and vegetables Have an in-house kitchen/deli Provide cooking and canning classes to encourage sustainability  Threats Local Food Co-Op Whole Foods Local Grocery Stores Local Farmers Markets

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