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Read Case 1A: Trader Joe's Keeps Things Fresh in the back of your text on page W-97. Answer the five discussion questions provided at the end of the case. Your answers should demonstrate depth and critical thinking by including information from the book and additional experiences or resources if necessary.

State the question followed by your answer. Please review the rubric for the grading requirements.

CASE 1A Trader Joe’s Keeps Things Fresh

T he average Trader Joe’s stocks only a small percentage of the products of local supermarkets in a space little larger than a corner store. How did this neighborhood market grow to earnings of $9 billion, garner superior ratings, and become a model of management? Take a walk down the aisles of Trader Joe’s and learn how sharp attention to the fundamentals of retail management made this chain more than the average Joe. From Corner Store to Foodie Mecca In more than 365 stores across the United States, hundreds of thousands of customers are treasure hunting. 1 Driven by gourmet tastes but hungering for deals, they are led by cheerful guides in Hawaiian shirts who point them to culinary discoveries such as ahi jerky, ginger granola, and baked jalapeño cheese crunchies. It’s just an average day at Trader Joe’s, the gourmet, specialty, and natural-foods store that offers staples such as milk and eggs along with curious, one-of-a-kind foods at below average prices in thirty-odd states. 2 With their plethora of kosher, vegan, and gluten-free fare, Trader Joe’s has products to suit every dietary need. 3 Foodies, hipsters, and recessionist as alike are attracted to the chain’s charming blend of low prices, tasty treats, and laid-back but enthusiastic customer service. Shopping at Trader Joe’s is less a chore than it is immersion into another culture. In keeping with its whimsical faux- nautical theme, crew members and managers wear loud tropical-print shirts. Chalkboards around every corner unabashedly announce slogans, such as “You don’t have to join a club, carry a card, or clip coupons to get a good deal.”

“When you look at food retailers,” says Richard George, professor of food marketing at St. Joseph’s University, “there is the low end, the big middle, and then there is the cool edge—that’s Trader Joe’s.” 4 But how does Trader Joe’s compare with other stores with an edge, such as Whole Foods? Both obtain products locally and from all over the world. Each values employees and strives to offer the highest quality. However, there’s no mistaking that Trader Joe’s is cozy and intimate, whereas the spacious stores of Whole Foods offer an abundance of choices. By limiting its stock and selling quality products at low prices, Trader Joe’s sells twice as much per square foot as other supermarkets. 5 Most retail megamarkets, such as Whole Foods, carry between 25,000 and 45,000 products; Trader Joe’s stores carry only 4,000. 6 But this scarcity benefits both Trader Joe’s and its customers. According to Swarthmore professor Barry Schwartz, author of The Paradox of Choice: Why Less Is More, “Giving people too much choice can result in paralysis. . . . [R]esearch shows that the more options you offer, the less likely people are to choose any.” 7 David Rogers of DSR Marketing Systems expects other supermarkets to follow the Trader Joe’s model toward a smaller store size. He cites several reasons,