In an industry with a relatively unattractive structure, is it advisable to pursue a me-too strategy? Could Trader Joe’s have succeeded by simply offering a slight variation on the traditional grocery store model?
I don't understand this question. Trader Joe's is a VERY successful grocery store chain, whatever model they use for the layout of their stores. I think they have succeeded, in part, because they are not a traditional supermarket with lots of fresh ingredients to be taken home and cooked from scratch. Instead, the chain offers a lot of items that are just "reheat and serve" or "just add water" for people who do not cook from scratch. All grocery stores offer both kinds of food, but Trader Joe's is heavy on the pre-prepared products.
