employees are paid well above the normal expectation for workers in the retail sector. This forms strength for the company, as these employees give their soul to the success of the business. The weakness of the retailer may be found in its insistence on its traditional ways of relating with its customers and not going for the big adverts, which Hanninen and Karjaluoto (2017) considers as a boost to business. The opportunities open to Trader Joe’s operations in may still be found in its target market across the United States. Accordingly its expansion shown in Trader Joe’s.com (2013), speaks of it taking these opportunities howbeit in a gradual stride.

In discussing the VRIO and Value Chain positions of the company, it is instructive to consider the necessity of the resource-based view of a firm, which Madhani (2010) observes allows a firm to strategize effectively with all its resources in such a way that that they are able to compete effectively and to gain levels of advantage to themselves. In Trader Joe’s, employees are giving the opportunity to deliver their best with the necessary push from management. In so doing, these employees are able to add more value in customer value chain (Madhani, 2010).

Part 2

Strategic Options for Growth

Trader Joe’s from day one has made clear that it is not in hurry for expansion. However, they take seriously the satisfaction of their customers. When we consider the need in a highly competitive business environment such as is obtained in the retail industry in the US, it behooves Trader Joe’s to make attempt at competing with the rest.

Trader Joe’s strategy of low cost has been applied in managing the educated target market that stands till date as their most important customer base. The application of Ansoff Matrix can be applied in furthering