trader joes.ppt.ppt

presentedby allykarpsteinangelsteagall traderjoe s auniquegrocerystoreneighborhoodgrocerystoreswithfoodsandbeveragesfromtheexotictothebasic s shorthistory traderjoe sbeganin1958asachainofconveniencestorescalled prontomarkets inthelosangelesarea in1967 thefounder joecoulombegoalwastoexpandthestores offeringsandenhancetheirimage hedoubledthefloorspaceandofferedhard to find boutiquedomesticandimportedwinesandgourmetfooditemsatoutstandingprices hedeckedoutthestoreswithcedarplankwallsandnauticald corandgarbedthecaptain thestoremanager thefirstmate theassistantmanager andthecrewmembersincolorfulhawaiianshirts traderjoe s wasofficiallyborn saleshavegrownanaverageof23 ayearsince1990 oregonlocations beaverton 1753s w beavertonhillsdalehighwaybeaverton or97005 503 626 3794 n w portland 2122n w glisanportland or97210 s e portland 4715s e 39thavenueportland or97202 lakeoswego 15391s w bangyroadlakeoswego or97035 portland hollywooddistrict 4218n e sandyblvd portland or97213 eugene 85oakwaycentereugene or97401 whereis traderjoe soverview traderjoe shasstoresin19states theirmissionistobringcustomersthebestfoodandbeveragevaluesalongwiththeinformationtomakeinformedbuyingdecisions theyfocusondeliveringhealthychoicesfortheircustomers therearemorethan2000uniquegroceryitems includingtheirprivatelabel athonesteverydaylowprices theirbuyerstraveltheworldsearchingfornewitemsandworkwithavarietyofsupplierswhomakeuniqueandinterestingproducts manyofthemexclusivetotraderjoe s alltheprivatelabelproductshavetheirown angle i e vegetarian kosher organicorjustplaindecadent andallhaveminimallyprocessedingredients whichistargeteddirectlytotheirtargetmarket thehealthconsciousconsumer theystrivetosourcegoodslocallywheneverpossible whichresultsinadifferentproductmixandpricepointsindeliproducts breads dairyandfreshjuicesdependingonavailabilityincertainstates storelayout atmosphere onlyabout10 ofthenumberofproductsfoundinatypicalfull servicesupermarket traderjoe sdoesn taimtoprovideeverythingyouneed instead itenticesyouwiththingsyouneverknewyouwanted likethattubofdriedfigs nicheistocreateanatmospherewherethecustomerfeelsshoppingattraderjoe sisfun traderjoe sstoresarecramped clerkswanderaroundinhawaiian printshirts praisingthenewestcheeseorchipandoccasionallyringingaship sbellatcheckout thepeoplewhoworkinourstoresarethefrontline thefirstcustomercontact theyarethesouloftraderjoe s traderjoe stargetmarket traderjoetargetsabrie and chardonnayaudiencewithenticesthemwithprivate labelbrandswithalmostnopromotion stockingonlyitemsitcansellatabargainpriceandstillturnaprofit aconsumerwhowantstofilltheircartwithhealthyandorganicfoodswithoutbreakingthebank healthconsciousenvironmentallyconservativeconsumer theyaimtoreplicatetheauraofamom and popstore merchandisemix theytasteitfirst atastingpaneltasteseveryproductbeforetheybuyit iftheydon tlikeit theydon tbuyit ifcustomersdon tlikeit theycanbringitbackforano hasslerefund inordertomaintaintheirpricingstructure theymanageourstorespacewell eachoftheirproductsmust standonitsown meaningitmustpayitsownway theydon thavelossleadersordeeppromotionaldiscountprograms theyintroduceabout10 15newitemsaweek theirmerchandiseassortment breadth islimitedcomparedtotraditionalgrocerystore eachproductmustmeetcertainsalescriteriainordertoearnitswayontotheirshelves theydon tasktheirsupplierstopayslotting orpromotionalallowances productsthatdon tsellwellneedarediscontinuedtomakeroomfornewandexcitingproducts theyalsohavelimitedquantitiesofsomeitemssuchaswines nutsordriedfruits whichchangevintageseachyear uniquemerchandisemix organicveggiesfiber packed deliciousblueberry branmuffinsorganicgorillamunchcerealandorganicblueberrywaffles organicflaxpumpkinseedgranolaorganicevaporatedcanesugarferraricoranofumeblancnutsdriedfruittraderjose shabanero limesalsalegoflambafrican indian andthaisimmersauce traderjoe sisapopularspecialtygrocerystorewithinterestinghealthy organic andexoticfoods notorious twobuckchuck charlesshawisaneasydrinkingtablewinesoldexclusivelyattraderjoe sstores therealdrawforthiswineisitsratherhumblepricetag thepriceissolow somehavedeemedit twobuckchuck thepricehasbeenrecentlyincreasedto 2 99becauseofacostincreasetotraderjoe s however itisstillknownas twobuckchuck thepriceincreasehasnoteffectedthedemandforthenotoriouswine pricestructure howtheykeepsuchhonest andlowprices traderjoe smissionistobringthecustomerthebestqualityproductsatthebestprices bargainhardandmanagecostscarefully theymanagetheirpackaging distributionandadvertisingcostswellwhichresultsinlowerpricestothecustomer theydon tchangetheirpricesunlesstheircostschange theysticktotheircorecompetencies goodfoodatthebestprices wheneverpossibletheybuydirectfrommanufacturers inlargevolume maintainstrongrelationshipwithsuppliers theypayincash andontime sotheirsuppliersprefertodobusinesswiththem legalconstraints laws taxes depositrequirementsanddistributioncostsaredifferentineachstateforavarietyofproductsandbecausecostsaredifferent pricesmayvaryonthesameitemindifferentstates traderjoe sfocusesoninstitutionaladvertising whichisanattemptbytheretailertogainlong termbenefitsbysellingthestoreitselfratherthanjustthemerchandiseinit theyfocusonatheirniche uniquehealthyandorganicfoods traderjoe sdoesnothavelossleadersorpromotionaldiscounts theonlyadvertisewiththeirtraderjoe sfearlessflyerandtheirinternetwebsite traderjoe sfearlessflyerhasbeendescribedacrossbetweenconsumerreportsandmadmagazine theproductstheydescribemaybenew seasonalorsimplyaone timebuyonagreatdealonproductstheythinkhaveaddedvaluetothecustomerwith topqualityingredients entr esthatarereadytoheatandserveinahurry productswhichhavespecialrecipesthatarereducedinfatandcalories andwinesandbeerstogowithfavoritefoodsandspecialoccasions theflyerislikedescribedasastorybookofproductstories advertising creatingapositivestoreimage theydesigndonationprogramattherequestsofthelocalcustomer s environmentallyfriendlyrespondedtonegativepublicityandbyfebruary1 2006 alleggsintraderjoe sprivatelabelwillbefromcage freehens it sfuntoshopattraderjoe s customersquotes ineverknewfoodshoppingcouldbesomuchfun someevencallthem thehomeofcheapthrills weliketobepartofourneighborhoodsandgettoknowourcustomers traderjoe siscommittedtobeingactivemembersinthecommunitieswheretheyhavestores traderjoe sprovidesaclearpositiveimagethatisdistinctfromotherretailerstopromotelong termrelationshipwiththecustomer currentlytraderjoe shasexpandedtoover200storesinarizona california connecticut delaware illinois indiana maryland massachusetts mi