Introduction
Trader Joe is a success story of a retail chain in the United States. The chain is named after its founder Coulombe Joe who is an MBA from Stanford University. Trader Joe had a humble beginning in 1967. The firm grew over the last fifty years and it had expanded to 414 stores by 2013. The objective of this paper is to define Trader Joe’s business-level strategy. It also discusses the trade-offs that allow Trader Joe to achieve competitive advantage.
Business-Level Strategy of Trader Joe
A business-level strategy is helps a firm in gaining competitive advantage over competition by exploiting their core strengths ( ...