The current problem Is that advertising and growth can lead to an end of the “quirkiness” that Is currently Trader Joey’s strongest attribute. Already, a bit of authenticity from the original stores has slipped away from expansion. A former employee, as shown in the case study, said “In the early days we never tried to be a neighborhood store. “l There is no question that trying to incorporate more traditional advertising and thus, competing with large grocery retailers is the wrong direction for the company.

More subtle advertising that builds upon the current trenches would be the best. The important thing to consider is if new ways to advertise would help achieve further profits and popularity without compromising the original culture of the store. Solution 1 – Focus extra advertising on millennial (recommended course of action) Coulomb’s strategy was to create a place “for overeducated and underpaid people”

The typical Gene Y eater swoons over unusual food forms, flavor profiles tweaked with unexpected or dramatic twists and of course, vivid global cuisines, especially when they blend fresh and spicy. 10 Millennial see eating as something connected with technology. “Their markedly social self-identities and need to be constantly entertained drive them to use networking technologies in food-centric ways. “11 63% of millennial stay updated on brands through social networks. 43% have liked more than 20 brands on Faceable. 2 It makes sense for Trader Joey’s to take advantage of their current target market seeming to describe current millennial and to build a lifelong relationship with them through advertising using social media. Nicole Specter of Direct Marketing News wrote “marketing experts concur that not avian an authoritative voice in social media is a weakness. ” and Sarah Mayer and Jennifer Ashley of Infinite Marketing Solutions said “Their customers are talking about them in Twitter, on Faceable and beyond, so why not get involved in that conversation? 13 An unofficial Trader Joey’s Faceable page called Trader Joes Fan has 570,455 likes. 14 With this following on an unofficial page, one can reasonably assume an official Trader Joey’s Faceable page would do as well, if not better. Creating official pages on social media sites is inexpensive.

There would be some extra expenses in supplying individualized Hawaiian shirts since currently I assume they’re bought in bulk, thus resulting in less money spent on them. Making these changes could potentially result in employees, particularly Captains and First Mates, feeling that the added responsibilities are difficult to complete on top of their normal ones, which could translate into stores being unable to function as well (or Captains not being able to “run a tight ship”). I would not recommend this course of action due to the costs and potential liabilities.

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