Trader Joe's Essay

The client for this project is Trader Joe’s that wants to penetrate the grocery store market in the small town of Livingston, Alabama. Trader Joe’s prides themselves of selling better quality products at a lower cost rate than their competitors. One-way Trader Joe’s has been able to accomplish the lower cost is by having a private label. The private label has lowered their cost of goods and in return has been able to sell their goods at lower rates to their customers. Trader Joe’s is known for passing their savings to their customers. The scope of this project is to create a successful marketing strategy for Trader Joe’s to gain control of the small market quickly. This plan will consist of newspaper ads, media advertisement, and local billboards. The target market for this project will be students that attend the local college, the locals of the community, and even the local restaurants.

In the small rural area there are two grocery stores that are already present. The main two competitors will be Cash Saver and Marketplace. Cash Saver has established themselves as the cheaper of the two stores, while Marketplace has established themselves of higher quality products. The town has two local steak houses that both buy their meat from Marketplace. One of the first obstacles that Trader Joe’s will face is gaining the trust of the local restaurants. Once the trust is gained of having better quality products, the restaurants will support the local business and Trader Joe’s will gain a major part of the market share. The image that Trader Joe’s is striving for is premium products for cheap