Whole Foods Market Case Study

Ronald White:

BA 427, Winter 2013:

Whole Foods Market case study:

As stated in the case study, the Whole Food Market Company's vision and strategy is to offer "the most flavorful naturally preserved and fresh foods available." The company intends to market their products in "appealing store environments that make shopping at whole foods interesting and enjoyable." The company's cofounder and CEO, John McKay, believes that the availability of high quality natural and organic foods, supported by education and socially conscious activities will "gradually transform the diet of individuals in a manner that would help them live longer, healthier, more pleasurable lives." (Case study, p.1) The company believes that its dedication to supporting organic farming, with programs such as the Whole Planet Foundation micro-loan program, supporting food banks, sponsoring neighborhood events, and donations to local nonprofit groups will generate the reputation and word of mouth needed to support the further success from a marketing standpoint. The company's image is further supported by its continued listing in the Forbes Best Places to Work list and recognition in health magazines.

The vision is encompassed by the company motto "Whole Foods, Whole People, Whole Planet." These principles are of the utmost importance to the company. By supporting the whole foods industry, healthier people from healthy food, and a healthier planet through green movement in agriculture and operations, this company is essentially promoting the way of life that best suits their ideal target market. By promoting the benefits of this way of life the company is promoting the products and lifestyle that it sells. Literally, the company is promoting its whole way of doing business and setting itself apart as the leader in green, organic, natural foods, and as a business entity.

According to my recent analysis and years of experience working in the food retail industry, the strategy of Whole Foods Market is well matched to recent developments, and trends in the market. The organic/natural segment of the food industry is growing rapidly. Consumer awareness of organic foods and beverages has increased along with the demand for a wider variety. Couple this with the "going green" and "buy local" movements and the company is well prepared for the future of organic/natural food retailing.

John McKay's strategic vision is to change the way people shop and what they shop for in regards to food. He wants to "set the standard for excellence in food retailing", and believes that "remaining a uniquely mission driven company, highly selective about what we sell, dedicated to our core values, and stringent quality standards, and committed to sustainable agriculture"