Introduction
Trader Joe’s (TJ) joins the ranks of the largest chain stores in the U.S. Named after the founder, TJ offers a mix of private-label products inspired by ethnic diversity themes. The business succeeds even without communication approaches that the average consumer might find aggressive. Despite any deviations from the ideal, the company’s communications strategy addresses its goals and the target audience’s expectations adequately.
Main body
From my perspective, TJ’s communication model fits its needs perfectly, so it would not be more successful with a different approach to reaching consumers. For optimal communication, the sender should select message transmission channels suitable for the intended audience (Thill and Bovee 10). In line with this consideration, TJ approaches the educated clientele using thorough consumer experience research, including informal and formal questionnaires, as well as the use of newsletters (Dubner). These strategies have enabled TJ to develop a stable base of fans rather than just customers (Dubner). TJ’s management and PR styles meet my idea of an ideal model only partially. For managerial styles, TJ’s approaches vary across stores, with well-structured captain-led teams as an unchangeable element (Dubner). Regarding PR, TJ manages to stay successful despite quite a limited presence on social networking platforms and non-aggressive advertising (Dubner). My ideal model involves more active PR efforts and online resource implementation. TJ’s internal heterogeneity in terms of management does not fit my ideals, such as a highly formalized approach, but the presence of teams with a clear internal structure aligns with my views.
Conclusion
To sum up, TJ would not have more success with another model as its current approach carefully combines advertising and consumer research efforts that keep the audience informed without forcing purchasing decisions. However, the managerial style’s consistency seems to be problematic based on the available information. Overall, TJ’s success in the food industry and large fanbase demonstrate the selected models’ effectiveness and suitability for TJ’s business environment.
References
Dubner, Stephen L. “Episode 359: Should America Be Run by… Trader Joe’s?” Freakonomics, Web.
Thill, John V., and Courtland L. Bovee. Excellence in Business Communication: Communication Skills in Career Success. 13th ed., Pearson Prentice Hall, 2020.