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  • 1. Trader Joe’s - Case StudyPresented by :1. Nattaporn Duangsawang 5. Kulwadee Bumrungkhet2. Pornpunsa Wuttisanwattana 6.Nichanat KateMukda3. Jinjuta Wattanaphan 7.Kanchanat4. Apitta Ruangkosol
  • 2. Company Background Customer Focus Products Branding Strategy Performance ResultCritical Success FactorTrader Joe’s in Thailand
  • 3. Company Background Customer Focus Products Branding Strategy Performance Result Critical Success Factor Trader Joe’s in Thailand
  • 4. Company background• 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 Joes" name. That cut our costs and saved your money.
  • 5. Company background
  • 6. Company Background Customer Focus Products Branding Strategy Performance ResultCritical Success FactorTrader Joe’s in Thailand
  • 7. Customer Focus Great food + Great prices = Value. “every penny they save is a penny customer saves”TJ’s buy in volume & no suppliersfees to keep the price low
  • 8. Product•The companys products areenvironmentally friendly•"your neighborhood grocery store" or"your unique grocery store“•many items under its own private labels•All Products In The Trader Joes LabelPromise the finest quality, naturalingredients.
  • 9. Company Background Customer Focus Products Branding Strategy Performance ResultCritical Success FactorTrader Joe’s in Thailand
  • 10. Productgourmet foods, organic foods, vegetarian food,unusual frozen foods, imported foods, domesticand imported wine and beer (where local lawpermits), "alternative" food items, and staples likebread, cereal, eggs, dairy, coffee and produce.Non-food items include personal hygiene products,household cleaners, vitamins, pet food, plants, andflowers.
  • 11. Company Background Customer Focus ProductsBranding Strategy Performance ResultCritical Success FactorTrader Joe’s in Thailand
  • 12. Branding strategies coupled with social responsibility:- Neighborhood store feel- “Our Product Guarantee: We tried it!We liked it! If you don’t, bring it backfor a full refund, no questions asked.”-Low prices by having smaller stores andsmaller variety of products- Density of population, educational level ofthe consumer, and distribution efficiencies.
  • 13. Branding strategies coupled with social responsibility:- Trader Joes claimed to phase out single-ingredient products from China due toconcerns over tainted goods- Does not provide Country of Origindisclosures on label brands-no artificial colors, flavors, orpreservatives, contain no MSG or transfats, and are sourced from non-geneticallymodified ingredients.
  • 14. Company Background Customer Focus Products Branding StrategyPerformance Result Critical Success FactorTrader Joe’s in Thailand
  • 15. Performance results:•The growth of the organization hasbeen achieved without debt due toadvertising is limited.•In 2009,$8 billion in annual profits andranks second in customer service•The second-best supermarket chainin the nation, after Wegmans.
  • 16. Company Background Customer Focus Products Branding Strategy Performance ResultCritical Success Factor Trader Joe’s in Thailand
  • 17. Critical success factors:•customer feel like you are entering aholiday land where the atmosphere isrelaxed yet brimming with adventurousproduct choices.•reasonably-priced items•sources most of its products from localfarms•Trader Joe’s has a business model thatcan make any corporation green with envy.
  • 18. Critical success factors:•Trader Joe’s refunds the money withoutany questions.•bring the world to the locals•TJ’s pays higher wages than any othergrocer
  • 19. Company Background Customer Focus Products Branding Strategy Performance Result Critical Success FactorTrader Joe’s in Thailand
  • 20. Trader Joe’s in ThailandStrength Weakness:• High quality & Healthy Product • Small area, Trader Joes• Environmental initiatives, unique is the size of its• Understanding the customers stores focus • Low product Variety• Local and international product • Individual products are• Low Price comparing to the also discontinued. same type of groceryOpportunity: Threats:• The trend of healthy life style is •Highly competitive market popular. •Transportation• Trader Joes sells many items •Thai people buying behavior under its own private labels •Economic situation in• TJ’s is small and focus on Thailand location.
  • 21. Trader Joe’s in Thailand In conclusion, There is the possibilities for TJ’s in Thailand. However, Beginning of TJ’s inThailand is needed to eliminate theweakness of TJ’s business itself to be able to compete in the market and to maintain its strength while increasing the opportunity
  • 22. Thank you