Trader Joe’s, a specialized grocery retailer, occupies a successful niche market segment of selling highly valued, unique, and often quirky private-label-branded goods. Store locations, size, and in-store atmosphere contribute to a sense of distinctiveness and have created a devoted customer base. Nevertheless, Trader Joe’s faced increased competitive pressures from other competing retailers who have increasingly pushed into its competitive set. In addition, the evolution of the industry placed increased pressure on grocers’ margins and cost structures. What actions should Trader Joe’s take to maintain competitiveness in an increasingly competitive landscape?