Effects Pirate Joe’s may have on Trader Joe’s brand

1. Based on the case, text and your own experience, explain what effects Pirate Joe’s
   may have on Trader Joe’s brand both positive and negative.
2. Using Chaudhry (2014), identify and discuss the conditions that may foster the
   development of a gray market as it pertains to Pirate Joe’s. What are potential
   beneficial effects of a gray market on Trader Joe’s? Discuss. Potential adverse
   effects? Discuss.
3. Trader Joe’s has chosen to use a private label, or store, brand strategy rather than
   reselling national brands at its grocery store locations. Research this phenomena and
   use reputable sources to explain the reasons why Trader Joe’s, a retailer, might
   implement such a strategy.
4. At this juncture, Mike Hallatt has two options related to the Trader Joe’s lawsuit
   against him:
   a) continue the legal fight and proceed to trial hoping for a win;
   or
   b) reach an out of court settlement with Trader Joe’s.
   Discuss the pros and cons of each option. In your opinion, which option will best
   serve Hallatt? Why do you believe this to be the case?

Sample Solution