Trader Joe's Case Study Essay

My organization, Trader Joe’s, is not an international business. All of their stores are located in the United States. For this assignment, I chose Whole Foods, who is Trader Joe’s main competitor.
Whole Foods Market allows each market to supply products that are standardized, and also supply products based on local buyer needs, as well as the culture of the area; therefore their business strategy is transnational (Thompson, 2016, p. 192). Whole Foods Market varies their products based on location, focusing on local products and any unique products to promote a neighborhood market feel to their customers. The company chooses its locations strategically, in educated area, and then focuses on products to sustain a competitive advantage.
The decision to expand to the United Kingdom and Canada was the potential for growth. European’s tend to be more in tune with organic food and healthy eating. The Kensington location in the United Kington is a high end area, and Whole Foods should be successful selling some of its higher-end products there. The coffee and tea department was

A pro to expanding to Canada is that Canadian shoppers are similar to American shoppers, making this a good target market for growth (Fiorletta, 2015). In an interview regarding expansion in Canada, CO-CEO Walter Rob said, “Our efforts in Canada are part of the effort to grow. We think the opportunity for fresh, healthy foods is larger now that it’s ever been. And we intend to grow as fast as we have ever grown — 40 new stores next year, 42-44 for the following year. That’s 10% square footage growth on top of 15 million square feet of retail we already have. People have said maybe we should stop our growth. I said, No, we are not going to do that because our strategy is working. There’s no reason to stop. There’s every reason to keep going” (Vieira,