y 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 the growth possibilities of the retailer.

Source: Ansoff (1960).

Yin (2016) identified Ansoff Vector Matrix as the application for the analysis of markets and products. However, he argued that the application in contemporary business environment goes beyond into diversification development strategy, performance and enterprise technological capabilities. Trader Joe’s as a business concern indeed needs to expand its business in order to remain relevant in the business environment. According to Ager and Roberto (2014) Trader Joe’s business strategy has been hinged around its ability to achieve and deliver low cost to customers. This strategy can form the basis for expansion into other locations within and without the United States. Market penetration strategy is key to increasing market share in an already existing market, which can only be achieved through low cost of products delivered to customers (Wainaina and Oloko, 2015). Since the retailer thrive among the educated customer base, it becomes necessary for them scan educational centers in the US to find suitable locations for their business. The idea of low cost may not be the only case for successful growth campaign. This brings in the value of resource-based application in the addition of value in the overall process.

Product development area of Trader Joe’s should look at increased provision of organic foods, which become a growing point in consumers’ perspective all around the world. The retailer with its relationship with manufacturers and suppliers, and the understanding of their customers may go forward to develop new products that meets the needs of its target market. Since new and successful products contributes to the success of organizations (Bhuiyan, 2011), it is strategic for the retailer to look at giving its customers a new thrill of products that are cheap for their consumption pleasure. These new products can be tes