Trader Joe’s has tremendous growth opportunity to break into the organic, sustainable, grocery market in Denmark. The following document supports the efforts of Trader Joe’s to enter in the Copenhagen, Denmark, by detailing the situational analysis, performing a SWOT analysis, developed marketing strategies, and developing supply chain strategies. Businesses need to continually expand in order to have sustained success in this ever-changing global market place. Moreover, current and prospective customers from the developed world are looking for the added value of sustainability and organic products to support their healthy lifestyles.
Ethical business decisions are imperative in today’s modern world, where consumers have the ability to find any piece on information, nearly immediately. Trader Joe’s strives to be an ethical company, supporting sustainable, environmentally friendly, healthy lifestyles of its consumers. An environmental scan of Trader Joe’s and Denmark’s grocer market includes the potential market, an overview of the competitive landscape, and key trends in the social and cultural environment that are relevant to adoption.
Next, a SWOT analysis highlights the strengths and weaknesses of Trader Joe’s and puts the opportunities and threats of entering Denmark, into perspective. Successful marketing strategies are imperative to the healthy of Trader Joe’s operations in Denmark. Both product and promotional strategies, being creative, and inline with the beliefs and expectations of the local consumers are important, and will be covered in detail in the following document. Lastly, but equally important, are the strategies to get the localized products to the new facility.
A localized supply chain helps Trader Joe’s keep their costs low and support local businesses. SITUATIONAL ANALYSIS Nowadays, the citizens of Denmark care a lot about sustainability efforts. The market place for ethical, sustainable, healthy products is developing fast. As we know, Denmark is at the second top position in sustainable development. The present liberal conservative Government’s Programs focus on growth, welfare, and renewable products. The Danish Government introduced the move towards sustainable development as a long-term process. i]
The Danish people pay attention to ethical issues while purchasing and consuming products. Trader Joe’s, thus, has a large potential market in Denmark with natural, ethical and sustainable products. Trade in organic foods is widespread throughout Denmark. The country has a long tradition of organic farming, and over the years organic food production has increasingly attracted attention from politicians, authorities and organizations. [ii] The products are commonly sold mainly through ordinary places of purchase such as supermarkets, but also through market sales, subscription sales, internet sales and farm outlets are common.
After this type of analysis, it is easier to deduce that most consumers in Denmark accept and prefer organic foods, which Trade Joe’s provides. In the mornings, most adults drink coffee or tea and eat rye bread or white bread with cheese or jam. [iii] These products are commonly found in Trader Joe’s. The target market in Denmark, is defined as young people from years 20-40, amongst which the majority are currently employed. This means that during the day they are in search of a fast and highly nutritional meal, which can be eaten in the office quickly.
Trader Joe’s can provide for that need in Denmark with a quick and healthy meal plan. Private enterprises are considered to be key actors in achieving sustainable development in Denmark. [iv] Therefore it is essential that companies take an active part in the efforts to improve the environment and contribute to green industrial development. A large number of companies in Denmark, thus, are sustainable and ethical and have high ranks among sustainable companies all over the world, like Danisco, Chr. Hansen Holding and tec.
Many of the sustainable companies have products in traditional grocery stores, which are the biggest competitors of Trader Joe’s. Meanwhile, some local food factories and restaurants in Denmark are also very big competitors for Trader Joe’s, even though they may not serve food with very ethical resources. Such companies like Danish Crown, CP Kelco and etc, are competitors because they have been in the market for a long time and are familiar with the local customers. Fortunately, many of the restaurants in Denmark serve dishes at high prices.
Even though the products of Trader Joe’s are not priced the lowest, it will not become a disadvantage when it is launched into the new market. Lastly, supermarkets, such as SuperBrugsen, traditionally have a smaller selection of sustainable products. Those products in supermarkets are relatively cheap, which means these supermarkets is also a competitor of Trader Joe’s, providing Trader Joe’s with a price advantage. KEY TRENDS IN SOCIAL & CULTURAL ENVIRONMENT As in many of the Western Civilizations, the Danish have an aging population that is changing the overall demands of consumers.
Not only are they leaving behind unhealthy habits, like smoking cigarettes, they are also leading healthier lives. “Many older consumers feel better using so-called natural products and this is expected to drive increased demand for such grocery items as organic food. ”[v] This cultural trend is one which will continue to strengthen the Trader Joe’s brand personality in the years to come. Cost of products is an increasing concern to these populations because of those receiving pensions. Pensioners are expected to be provided a less comfortable standard of living than in previous years as their benefits will be stretched over longer periods of time. [vi]
European countries differ significantly from those of Scandinavian countries, significantly so when it comes to food cultures. Not only are the roles food plays in their culture different, but the views of how those foods they eat effect their bodies differ as well. Dr. Dominique Bouchet, Professor of International Marketing at Odense University conducted specific research related to this topic. When the issue is the relation between the product and the body, the priorities in the two countries differ: in Denmark it is emphasized above all that the products are healthy, whereas in France the main issue is the better taste. ”[vii] The Danish culture is more accepting of international companies and integrating them into their lifestyle. According to Euromonitor, more international chains, like Starbuck’s are entering into the Danish market. [viii] This Trend is important because the success of Trader Joe’s rides on the extent to which the Danish population accepts the American company.
Danes eat most of their meals at home and in private settings, although public dining places ranging from small hot dog stands to fancy restaurants are available and are used. [ix] For lunch, however, the Danes “seek out Lunch at a work place, school, or institution is either homemade or available in kitchens or canteens. ”[x] This opens a window for Trader Joe’s quick-meals, which is described in detail later. Trader Joe’s supports healthy lifestyles and sustainability efforts. In the Nordic countries people talk more about nature in man than about culture versus nature, just like many people try to behave naturally. ”[xi]
As more people talk about nature and natural products, “The demand for and production of organically grown foods have grown, and most supermarkets offer a range of organically grown vegetables, meat, and dairy products. ”[xii] As the social conversations are steering towards healthy lifestyles and natural products, Trader Joe’s will more easily be able to make it’s way into those conversations and the marketing efforts will be supported through word of mouth.
Additionally, the Danish have strong trends towards their overall health and wellness, supported in part by national health campaigns supported by the government. One of the governmental campaigns that would help support the efforts of Trader Joe’s is how the Danes are encouraged to “consume more fruit and vegetables (six portions per day), another campaign urged them to eat more fish (twice a week) and a third promoted exercise (one hour a day for children and half an hour per day for grown-ups). [xiii] This growing interest in leading healthy lifestyles and living well its projected will have an influence on supply and demand of healthy/natural/sustainable products and services.
According to Euromonitor, “it is expected that sales of healthy foods like fish, vegetables and yogurt will continue to increase while sales of foods high in fat, salt and sugar content will decline. [xiv] Organic, healthy foods will have significant growth amongst all age groups, including babies/infants, twenty-something’s, and middle-age adults. Lastly, Trader Joe’s will be entering into a market that is growing. “The organic food industry has increased its market share in Denmark as Danes have looked to improve their diets. ”[xv] As sales of organic foods have become more popular, “it is also a consolation to know that the animals have been treated in a humane manner. [xvi] Sustainable practices are becoming more important and the Danish are recognizing the benefits of these practices. Danes are becoming increasingly interested in health and wellness, and Denmark’s aging population together with rising rates of obesity means that more consumers feel better using so-called organic products[xvii].
As the trends for a healthier lifestyle, increasing wellness practices, and cultural support for both, Trader Joe’s is positioned to see great success in Denmark. SWOT ANALYSIS: Strengths |Weaknesses | |- Ethically conscious and environmentally friendly image |- Lack of international experience | |- Unique product concept and company culture |- Limited variety of products | |- Clear vision since the start of the company |- Small store environment: overall gives the | |- Loyal and well educated customer base |impression of a cheap place | |- Good relationships with its suppliers | | |- Private label brand | | |- Good wine and beer selection | | |Opportunities |Threats | |
– High awareness of ethical and sustainable products (Fair Trade, Rainforests Labels) |- Competition is increasing about organic food | |- Well-educated population |retailing | |- High income level |- Perception of products (private label) | |- Brand image/Lifestyle |- The most of organic production is to export not for | |- Organic boom in the consumption |local consumption | |- Lack of specialty grocery retailers (potential) | | |- One of the biggest producers of organic food in Europe | | |- Governmental campaigns about sustainable consumption to promote healthy diets and | | |incentives for producers | | Strengths: With its customer focused approach, Trader Joe’s is working to be an ethical company. It was the first grocery chain that dropped the products containing GMO ingredients completely from its shelves in 2002 and sells only environmentally friendly products[xviii].
Trader Joe’s was selected as the most ethical food store by the Ethisphere Institute in 2008, 2009 and 2010. At Trader Joe’s, 85% of products are sold under the company’s private label, helping to reduce the middleman cost and offering consumers low priced products. For the Danes, that is quite important. [xix] Also, Trader Joe’s has a unique product concept, including good wines and beer selection, at low prices and is expanding by introducing ten new products every week[xx]. Weaknesses: Trader Joe’s is currently located only in America, with 365 stores in 30 states. It chooses the cultural elements in stores and its advertisements carefully.
However as an ethically conscious company, it lacks experience abroad. To go international requires research about cultures and the consumers. To get deep insight about the cultures takes time. With its small store environment and limited variety of products, Trader Joe’s could go through some challenges about its image. To overcome this situation Trader Joe’s should use the elements of consumers’ cultures and lifestyle such as eating fish and drinking beer habits and create an adventure atmosphere in the eyes of Danish consumers. Opportunities: The Danish population is characterized by a high interest in environmental friendly products, like organic foods and beverages.
Denmark has put environmental issues to the top of its agenda and its high focus on ecology was recognized by BioFach, (The World Organic Trade Fair) as the Organic Country of the Year 2009[xxi]. Denmark’s grocer market has huge potential for organic specialty stores with its well-educated, wealthy population, and their high awareness of ethics and sustainability. Nowadays, more and more Danes prefer to buy organic products from specialty stores rather than discount retail stores[xxii]. Consuming organic products is becoming part of their image and lifestyle. Threats: In Denmark, retail chains selling organic products are among the worlds biggest.
Larger availability of organic products in unspecialized supermarket chains holds an important role in the already developed organic markets of Denmark[xxiii]. This means the competition could be the hardest part for expansion of Trader Joe’s. Another factor that could be a threat for Trader Joe’s is short supply of organic products. Although Denmark is one of the biggest producers of organic products, the most of them are for export. Therefore, Trader Joe’s may expose the import regulations that may increase prices. MARKETING STRATEGIES Marketing strategies are important to segment the potential customers in Denmark. Analyzing the lifestyles of the Danish is an important way to segment the markets.
In the U. S. most stores have trouble differentiating themselves from the competition and few cater to the increasingly diverse demands of today’s consumers. The key for Trader Joe’s lies in the simplicity of its operation and clarity of purpose. It lives to offer customers unique, high quality, private label products at a fair price. It accomplishes this goal in a retro, small, comfortable environment, reminding people more of an old-time grocery than a modern supermarket. The first strategy will reflect the Trader Joe’s brand integrated into the Danes lifestyle. In the United States, Trader Joe’s targets young and educated buyers who are looking for a healthy lifestyle, a fun and different shopping experience. They are aware of the importance of using sustainable products.
They could be in middle or high-class level of income in society. By most definitions, Denmark is an affluent country. According to the Organization for Economic Co-operation and Development (OECD) Denmark has the second-lowest relative income poverty rate in the OECD, 6. 1%, well below the 11. 1% OECD average. As well, only 6% of Danes reported that they find it difficult or very difficult to live on their current income. Indeed, in 2010 78% of households had annual disposable income of more than US$25,000; 51. 4% of households had annual disposable income of more than US$45,000; and nearly 24% had annual disposable income of more than US$75,000[xxiv].
The second strategy will be to focus on affluent communities, where consumers are able to afford the organic products. The third strategy, and certainly the most important, is to stress the importance of sustainable, organic, natural products found at Trader Joe’s. Danes are becoming increasingly interested in health and wellness, partly as a result of the government’s national health campaigns. The increased interest of the Danish consumers in health and wellness in general has been reflected by new offerings in the food and drinks markets. For example, demand for organic food has been booming in Denmark with organic stores spreading across the country.
According to the qualitative survey distributed to a handful of peers in Denmark, the women and high-income consumers are more likely to shop at Trader Joe’s (Reference Appendix A). In other words, the target markets of Trader Joe’s in Denmark should be well-educated person with high income who cares about health or environment. Women are more intended to care about health. As we know, the slogan of Trader Joe’s in the US is: What we’re all about: delighting your palate without challenging your wallet. In Denmark, Trader Joe’s will be targeting certain consumers who are a well-educated with high incomes, care about their health and the environment.
Offering a series of environmental-friendly products high in quality with a unique private label provides the Danes with low cost, high quality and interesting shopping experience. PRODUCT STRATEGIES Based on Trader Joe’s corporate goal, target markets, and Danish food culture, Trader Joe’s core product in the Danish market will be sustainable and organic products. These products are segmented into five parts: meats, seafood, produce, quick meals, and beverage. [xxv] These products are from fair-trade distributors, USDA certified organic organization, Danish eco-label Ø, local farmers, etc. Meat, especially pork, is a very important food for Danes’ meal. Danes eat pork ten times more than France. xxvi] They love to eat meat balls (Frikadeller) or smoked pork with potatoes and gravy for dinner. Trader Joe’s will choose meat from farms that care about environment, animals’ welfare, communities, and their employees. Seafood, especially fish is another popular food in Denmark. Smoked or raw fish, such as marinated herring, can always be found in sandwiches (Smørrebrød) or at dinner. Trader Joe’s will choose fish that satisfy “transparent sourcing policy, and will not sell red-list fish species to endanger rare fish species and do harm to our environment. [xxvii] For produce, Trader Joe’s will provide vegetables and fruits from local farms. [xxviii] Localized produce cuts down costs and keeps fresh products on the shelves.
Based on the general sustainable and organic food we mentioned above, Trader Joe’s will use these sources to develop healthy, quick meals to attract the target consumers. The target markets prefer to eat at home because the meal price in Denmark restaurants is very high[xxix] and high spending on household budgets. [xxx] Furthermore, Danes also love convenience food[xxxi] and prefer to bring lunch box to the office. Trader Joe’s can use healthy quick meals to attract Danish target market. The last category is beverages, such as coffee, juice, beer and wine.
They will be made from natural organic fruit, sustainable material and can be traced back sources. Coffee and tea are always very popular in Denmark. xxxii] Trader Joe’s will choose tea and coffee beans from certified organic or fair-trade distributors, which assures they are produced ethically. [xxxiii] Another popular drink is alcohol, especially beer such as Tuborg and Slot. [xxxiv] Trader Joe’s will provide a “green beer”, reducing heat, water, and CO2 consumed during the brewing process. The goal of packaging is for it to be reused, recycled, and reduced. [xxxv] Reusing bags that can be used more than once and recycling bags that can be used to make other products. Trader Joe’s will also reduce the amount of materials to ensure products will not use metal materials and are not over packaged. These tactics can reduce the pollution, waste, resource use in our environment, and they all play an important role on green marketing. xxxvi]
Therefore, Trader Joe’s core products should use biodegradable and compostable plastics or paper that contains post-consumer fiber to package. [xxxvii] Lastly, the cover of the package should include information about all the sources of material in addition to fat content, calories, fiber, etc. Denmark is a highly ethical conscious country. Danes care about sustainable foods. The Danish Government even imposes taxes on energy consumption and polluting products. However, Danes are also sensitive to product price. [xxxviii] According to our survey, although they are willing to pay 5% to 30% more on sustainable and organic food for eating healthy and caring about environment, the product price is still the main reason hindering their purchases.
In order to cut down the price, Trader Joe’s has already found lots of suppliers providing organic and environmentally friendly products to put its private labels on and reducing prices. This not only makes Danes aware of the Trader Joe’s brand, but also allows them to buy high quality food at a reasonable price. PROMOTIONAL STRATEGIES Logo: Trader Joe’s should obtain the government-controlled label ø and include it in the current logo because it is the most well recognized symbol for organic products in Denmark. The ø-label has a very high degree of trust among the Danish population, with more than 95% of Danes recognizing it. Including this ø-label on the logo, in addition to the product package, would be a significant advantage for Trader Joe’s products in Denmark’s organic market. xxxix] Environmentally-friendliness should be an important part of Trader Joe’s brand personality. Moreover, it reflects a core Dane consumption-specific value and a product-specific value – to value organic products associated with physical wellness. Slogan: Live happy with Trader Joe’s. In 2010 Denmark was ranked the happiest country in the world by Forbes. [xl] “The world’s happiest country” or “the happiest country in the world” has since become a big marketing catch phrase in Denmark. [xli] Meanwhile, Trader Joe’s current slogan is “Your neighborhood grocery store”, though simple and memorable, may not convey much relevant meaning to Dane customers. The slogan should be in both Danish and English.
Happiness can be promoted as another important part of Trader Joe’s brand personality as it speaks to the pride of the Dane people, their cultural value. Website: Both languages will be viewable on Trader Joe’s Danish – English bilingual website. There will also be an interactive section on Trader Joe’s website that publishes customers’ experiences, testimonies, comments or suggestions for the company. WHAT ELEMENTS OF THE PROMOTIONAL MIX DO WE USED? Social media: According to Google, Facebook and YouTube were the most searched words in Denmark in 2010. [xlii]
Additionally, a report titled Lead Generation and Internet Marketing in Denmark by MVF Global[xliii] stated the number of Facebook users in Denmark is 2. million, representing 48% of Denmark’s total population and the average CPC on Facebook in Denmark is $1. 27, slightly higher than in the UL. Twitter is used by 5. 8% of the internet population or 270,000 users. Twitter tends to be used for live feed announcements and can heavily support Facebook activity and an internet presence in Denmark so should not be overlooked. LinkedIn should also not be overlooked as it has 2 million visits a month from Denmark and 510,000 users (11. 1% of the internet population). Often, people search LinkedIn as a research tool and having a LinkedIn profile could assist in the legitimacy of an internet market campaign.
Furthermore, increasing numbers of seniors in Denmark are going online, not only for shopping but for communication, as they become less mobile with age. A 2009 survey revealed that a high proportion of Danish Facebook users were middle-aged or elderly – this expects to bode well for marketers seeking to target this group of consumers[xliv]. Advertising through social media like Facebook, Twitter, or LinkedIn would be a wise strategy to take advantage of an increasing feature of Dane consumer lifestyle, or pattern of consumption reflecting a person’s choices of how he or she spends time and money. Mass media: For advertising and trade promotion, television is the largest medium.
An average Dane watch at least 17. 5 hours of television each week[xlv], but television commercials are restricted compared to the U. S. Under Danish rules, they cannot interrupt a program and may be shown only in assigned blocks between programs. Only one of the two national stations, TV-2, air commercials; the other, Denmark’s Radio, is a public service station and does not carry commercials, though certain restricted program sponsorship is allowed. Another possibility is to advertise on local TV stations, which carry commercials under the same regulations as TV-2. TV-3, broadcast in Danish via satellite, reaches almost as many viewers as the 3 Danish national stations.
It is the only station operating outside Danish rules and places commercials within programs. If Trader Joe’s wants to maintain low cost, it should tap into print media advertising or Internet advertising before resorting to the popular, but much more costly, advertising on TV. Newspapers with the largest circulation include Berlingske Tinde and Jyllandspoten. It could also advertise in popular Danish health and fitness magazines, such as Acuta, Bindu, Dagens Medicin, danske bioanalytikere, Helse, Krop & Fysik, M. IT, MTV Nyt, Nye tal fra Sundhedsstyrelsen, Nyhedsinformation, Workout & Fitness. [xlvi] Internet advertising is more restricted than in the U. S.
Danish law prohibits the advertising and promoting through email without consumers’ consent, unless the consumers have forwarded the email or have purchased the company’s products online. Ways around this rule include pop-up ads in popular websites or Internet contests. Like advertising via social media, advertising through mass media would be a good market entry strategy because mass media play an important part in consumers’ lifestyles and significantly affects the ways consumers spend their money. Event marketing: Since the majority of Danish population is highly environment conscious and Trader Joe’s products are organic, Trader Joe’s should sponsor environment-related festivities or events, e. g.
Midsummer on 23 June yearly, celebrating the longest day of the year (one of the most important yearly events in the Danish culture), or UN’s World Environment Day 5 June. As mentioned above, Danish people are concerned about health and environment protection, hence the popularity of biking, gyms and health-related events such as marathons. In fact, Denmark is considered the paradise for cyclists. Every year, the Danish Cyclists’ Federation runs two mayor campaigns. In May, Vi cykler til arbejde (“Bike to work”), is very successful in making approximately 100,000 Danes cycle to work every day for a full month.
In September, another campaign encourages more than 5,000 school classes all over Denmark to cycle to school for two weeks. xlvii] Through event sponsorships, Trader Joe’s could assert environmentally-friendliness as its brand personality and relate to a core Dane consumption-specific value and a product-specific value – to value organic products associated with physical wellness. Trader Joe’s could also advertise in and outside of gyms to promote its healthy image. Brand ambassadors: Trader Joe’s should choose brand ambassadors in different fields known for their environment-related work (again, to relate Trader Joe’s products to the Danish popular value and lifestyle) and their milder personalities, such as footballer Michael Laudrup. Another possibility is Bjorn Lomborg, the worldly famous Danish environmentalist, author of The Skeptical Environmentalist and Cool It.
Lomborg was voted as the Thought Leader at the Bloomberg Summit 2011, one the 100 Top global thinkers by Foreign Policy in 2010 and 2011, one the world’s 100 most influential people by Time magazine in 2004[xlviii]. SUPPLY CHAIN STRATEGIES Trader Joe’s maintains a low-cost, high quality strategy by buying products directly from their suppliers in large quantities[xlix]. This is Trader Joe’s supplier strategy, allowing them to act as their own distributor, selling directly to the customer. Helping Trader Joe’s cut down on transaction costs allows Trader Joe’s to cut out the middle man and maintain their low prices for consumers[l]. When Trader Joe’s expands into Denmark, the strategy should continue, as it has proven to be successful in the past.
Establishing a solid relationship with all the suppliers and manufacturers will help keep costs as low as possible and to establish reliable contacts. To determine where they open stores, Trader Joe’s examines certain demographics of potential cities. They consider criteria such as education level and even subscription rates to high-end food and cooking magazines. [li] The plan that we have for Trader Joe’s is for them to open a store in Copenhagen, Denmark. According to The New York Times, “Copenhagen is Scandinavia’s most desirable city”[lii]. As the capital and largest city in Denmark, Copenhagen is an ideal city into which Trader Joe’s should expand.
Because Trader Joe’s is a company that positions itself on using sustainable practices and selling healthy products, Copenhagen is the best location for a store as it is recognized as one of the world’s cities with the best quality of life and is known to be one of the world’s most environmentally friendly cities[liii]. It is even considered a “role model for many of the world’s big cities when it comes to sustainable town development”[liv]. The population of Copenhagen is nearly 504,000 people, providing a large population of environment- and health-conscious consumers. The inhabitants of Copenhagen are relatively young, tolerant, out-going, happy, and well-educated.
This city is beneficial as a potential location for Trader Joe’s because the characteristics and personalities of the population match nicely with the culture of Trader Joe’s. After Trader Joe’s opens a retail store in Copenhagen, Denmark, the success of the store will be measured in the first year to establish a timeline for the establishment of succeeding stores. Successfulness of the store will be based on multiple criteria. The location of future stores will be carefully chosen, only opening stores in locations that fit the target market. Trader Joe’s will open stores in cities where the population is well-educated and preferably health-conscious. Ideal cities for future Trader Joe’s locations are Arhus, a lively university town[lv], and Esbjerg, a city with the largest fishery harbor in all of Denmark. lvi]
As a lively college town, Arhus is an ideal location for a Trader Joe’s retail store because the low prices and unique consumer culture of Trader Joe’s would attract college students. Esbjerg is another ideal location for Trader Joe’s because as the city with the largest fishery harbor in Denmark, this could be a strategic location for Trader Joe’s supply strategy. Because they purchase all of their products directly from the manufacturer, if they are located in a city near a harbor, it would be easy and inexpensive to purchase seafood. CONCLUSION In today’s increasingly global market, successful companies need to be conscious of their ethical practices.
Grocery stores, like Trader Joe’s will be successful if their efforts are put towards establishing sustainable practices and providing natural, organic foods. For Trader Joe’s the choice to establish a store in Denmark is clear. The situational analysis reveals that the government is supportive of sustainable development and the population, in general, is more often choosing organic, natural products to support their lifestyles. Like other civilizations in the Western world, Denmark has an aging population that is supportive of healthy lifestyles, and foods that support their longevity. Trader Joe’s will more easily be able to integrate into the culture of Denmark with marketing efforts, like the quick meals, that support the population’s increasingly healthy lifestyles.
Not only are the foods from Trader Joe’s healthy, they are also organic, a trend that is showing itself throughout the world. Although there are threats to the success of Trader Joe’s in Denmark, the opportunities for a flourishing business are overwhelming. With the appropriate marketing strategies in place, targeting the right markets and sending clear messages, the Danes will get on board with the new stores. Trader Joe’s products currently in the U. S. support the eating habits of the Danes, so tailoring the shelves to Danish tastes will not be out of the ordinary. In summary, Trader Joe’s is a great fit to move into the Danish grocer market.
Cite this Trader Joes in Denmark
Trader Joes in Denmark. (2016, Oct 09). Retrieved from https://graduateway.com/trader-joes-in-denmark/