Group Leader: Nick DimitroffAssistant Group Leader: Janice Lin Group Members: Rui Chu, Mikako Seo, Kwok Chung Yiu, Zhi Wang

TRADER JOE’SGroup #5

Buffalo Store

Boston Store Store InteriorProducts

Introduction/Agenda● Company Background: Nick Dimitroff ● Country Screening and Selection:Janice Lin● Selected Country: Kwok Chung Yiu● Target Segments in Selected Country: Kowk Chung

Yiu● Entry Mode Screening and Selection: Rui Chu● Implementation Issues: Zhi Wang● Recommendations and Conclusion: Mikako SeoNick Dimitroff

Nick

Company Background and Product/Service

● Trader Joe’s is an American privately owned chain of grocery stores.

● The store was founded in 1958 by Joe Coulombe● Only sells high quality organic and natural food products ● 80% of their products have their own reputable private company

“Trader Joe’s” label.● Typical grocery store sells 50,000 products, while Trader Joe’s

sells only 4,000 (Lower Store Sq. Ft)● Very low employee turnover due to significant above market wages

compared to rest of its American competitors.● Revenue: $12 billion (2014)

Nick Dimitroff

Nick

Countries Screening

Janice Lin

Countries Selecting

Rating Scale:

Countries Weighting

Chart:

Janice Lin

Hong Kong

● 90% of food is imported● the value of imported food: $124 billion HKD● Easiness Doing Business: #3● GDP per Capita: $33534 US dollars● taxation rate and market power

● 27 brands * O’FARM & GREEN DOT DOT

Kwok Chung Yiu

Evaluation of Target Segment/s in Hong Kong● Target segment: middle income group / Focusing

on healthy lifestyle● Income level & Education Level: $32000 HKD &

High ● Location: Causeway Bay (Hysan Plaza)● Feature of Location: shopping mall & foot traffic

$150,000 per dayKwok Chung Yiu

Michael

Screening of Entry Modes & Selection

Rui

Implementation Issues

● Products Adaptation● Education ● Political Stability

Zhi Wang

Recommendations & Conclusion

● Consumer demand and potential in Hong Kong● Our selected location of Causeway bay● Growing demand for natural and organic foods in

Hong Kong● The quality of products and mode of operation

Mikako Seo