Chapter 10

Competitive Strategy is crucial for the survival for any business to stay afloat in the competitive global market. I work at Trader Joes and our biggest competitor is Whole foods yet we still are growing faster then them and continue to have higher annual sales. Our goal as a company is to be a neighborhood grocery store. We do our own competitor analysis like buy fifty dollars at Nob Hill, Lunardis and whole foods and compare the prices to our products that are the same or similar and we beat all of our local grocery stores in value and quainty but it would be up to a neutral consumer to ovulate its quality with a non bias opinion. It is the company's responsibility to communicate the research to our consumer so they have honest and truthful information that why Trader Joes my be better for families because of our value compared to our competitors. I have seen some changes in Trader Joes that has made the business form to a more corporate structure which may be good but might not have the employee satisfaction they would anticipate. If the German owners decide to take the store public changes are under majority stockholders which tend not to are for the long time employee, Business is Business deal with it.