Trader joes differentiate itself from competitors by offering top-quality foods obtained through sustainable agriculture. This business strategy implies that trader joes focus on gaining a market share and making up the loss in margin through increased sales.
According to the Cost Leadership article, Trader Joe's focuses on low-cost, high-quality products to attract customers' attention. Trader Joe's is a very small store less than 10,000 square feet.
Just Right Airline is probably sitting in the middle because it's basically trying to reconcile different strategic positions (high-quality features versus low price). Other airlines consistently pursue either differentiation or low-cost strategies.
Marriott has reduced its cost structure by distributing its manufacturing facilities across multiple hotel types, increasing the diversity and differentiated appeal of its hotel line.
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