1. Trader Joe’s - Case Study
Presented by :
1. Nattaporn Duangsawang 5. Kulwadee Bumrungkhet
2. Pornpunsa Wuttisanwattana 6.Nichanat KateMukda
3. Jinjuta Wattanaphan 7.Kanchanat
4. Apitta Ruangkosol

2. Company Background
Customer Focus
Products
Branding Strategy
Performance Result
Critical Success Factor
Trader 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 Joe's" name. That cut our costs and
saved your money.

5. Company background

6. Company Background
Customer Focus
Products
Branding Strategy
Performance Result
Critical Success Factor
Trader 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 suppliers
fees to keep the price low

8. Product
•The company's products are
environmentally friendly
•"your neighborhood grocery store" or
"your unique grocery store“
•many items under its own private labels
•All Products In The Trader Joe's Label
Promise the finest quality, natural
ingredients.

9. Company Background
Customer Focus
Products
Branding Strategy
Performance Result
Critical Success Factor
Trader Joe’s in Thailand

10. Product
gourmet foods, organic foods, vegetarian food,
unusual frozen foods, imported foods, domestic
and imported wine and beer (where local law
permits), "alternative" food items, and staples like
bread, cereal, eggs, dairy, coffee and produce.
Non-food items include personal hygiene products,
household cleaners, vitamins, pet food, plants, and
flowers.

11. Company Background
Customer Focus
Products
Branding Strategy
Performance Result
Critical Success Factor
Trader 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 back
for a full refund, no questions asked.”
-Low prices by having smaller stores and
smaller variety of products
- Density of population, educational level of
the consumer, and distribution efficiencies.

13. Branding strategies coupled
with social responsibility:
- Trader Joe's claimed to phase out single-
ingredient products from China due to
concerns over tainted goods
- Does not provide 'Country of Origin'
disclosures on label brands
-no artificial colors, flavors, or
preservatives, contain no MSG or trans
fats, and are sourced from non-genetically
modified ingredients.

14. Company Background
Customer Focus
Products
Branding Strategy
Performance Result
Critical Success Factor
Trader Joe’s in Thailand

15. Performance results:
•The growth of the organization has
been achieved without debt due to
advertising is limited.
•In 2009,$8 billion in annual profits and
ranks second in customer service
•The second-best supermarket chain
in the nation, after Wegmans.

16. Company Background
Customer Focus
Products
Branding Strategy
Performance Result
Critical Success Factor
Trader Joe’s in Thailand

17. Critical success factors:
•customer feel like you are entering a
holiday land where the atmosphere is
relaxed yet brimming with adventurous
product choices.
•reasonably-priced items
•sources most of its products from local
farms
•Trader Joe’s has a business model that
can make any corporation green with envy.

18. Critical success factors:
•Trader Joe’s refunds the money without
any questions.
•bring the world to the locals
•TJ’s pays higher wages than any other
grocer

19. Company Background
Customer Focus
Products
Branding Strategy
Performance Result
Critical Success Factor
Trader Joe’s in Thailand

20. Trader Joe’s in Thailand
Strength
Weakness:
• High quality & Healthy Product
• Small area, Trader Joe's
• 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 grocery
Opportunity:
Threats:
• The trend of healthy life style is
•Highly competitive market
popular.
•Transportation
• Trader Joe's 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 in
Thailand is needed to eliminate the
weakness 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