Most important, trader Joe’s keeps a close eye on its target customer base. Before opening a store, it carefully monitors demographics in a market by salary, education, and even such indicators as subscriptions to gourmet food and health magazines.
Communities and consumers aggressively lobby the chain to open stores in their areas. a trader Joe does not only bring good jobs, its presence in your community also serves as an affirmation that you and your neighbors are worldly and smart. after all, that’s exactly the type of customer trader Joe targets.
questions
1. In what other ways could Joe Coulom be has changed his convenience stores to be able to survive when 7-eleven entered the market?
2. What other markets eg ments could have been—or could be now—a good customer base for trader Joe’s?
3. As trader Joe’s keeps expanding, can it continue to be perceived as a store aimed at a narrow market segment, especially one that considers itself special?
4. What can large supermarkets do to grab a piece of the trader Joe’s market
