Provide two questions related to this 

The main issue presented in this case is how can Trader Joe's maintain their competitive advantage as it continues to grow into the future. In the past, Trader Joe's has been able to effectively reach and retain new customers through their exceptional private-label products and unique atmosphere. The issue is the potential for Trader Joe's to lose this competitive edge. A concern is if Trader Joe's continues to expand, there is potential for them to lose their "quirk" that sets them apart from others. Rapid expansion could also lead to a bureaucratic style governing over the organization which the company actively avoids. Lastly, other grocers could enter the industry and take on a similar strategy as Trader Joe due to all the success they have. All these things could cut into their competitive advantage of Trader Joe's and stunt their growth. The biggest opportunity I see for Trader Joe's to address issues of growth in the future would be to be more active in digital marketing. This would enable them to grow faster by reaching a large audience of customers. This, mixed with their exposure with word of mouth would help the company grow at exponential rates. This would also help current customers feel more connected through interaction on social media platforms and other digital marketing. Trader Joe's audience is very active on social media and desires interaction with the company. It would also enable them to be knowledgeable about new products they introduce weekly. This would also increase sales of current customers who become more knowledgeable about the products they carry. Through this, they can build market share through new customers and increase retention with current customers.