Trader Joe's: A Unique Customer Experience

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Case Details:

Case Code : MKTG221
Case Length : 14 Pages
Period : 1960-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Trader Joe 's
Industry : Retail Food Industry
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Quirky and Unusual

When compared to its peers, TJ did not advertise much in mass media like TV and newspapers. Although it did a little radio advertising in some markets, it mainly relied on word-of-mouth and customer referrals...


While most supermarkets aimed to be "one-stop shopping" experiences and tried to stock everything, TJ carried only a limited number of products. This meant that shoppers could not depend on TJ for their entire shopping needs and had to make additional trips to other stores to complete their shopping...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


One of TJ's strengths was that it was a somewhat unique retailer, in that its stores were smaller and more specialized than conventional supermarkets, but larger and with a more varied product selection than convenience stores. ..


Exhibit I: Top Ten Supermarkets in the US
Exhibit II: SN Top Retailers in the US, 2009
Exhibit III: Top 10 Favorite Green Brands (2008)
Exhibit IV: Trader Joe's Comparison of its Supply Chain to Other Retailers' Supply Chains 

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