Whole Foods Market in 2008: Mission, Core Values, and Strategy

Whole Foods Market in 2008: Mission, Core Values, and Strategy

1. What are the chief elements of the strategy that Whole Foods Market is pursuing?

The chief elements of the strategy that Whole Foods Market is pursuing are to establish their company as a market leader of natural and organic super markets. They are looking to accomplish this by offering the highest quality, naturally preserved food to the world market and eventually become an international brand. The company is also recruiting specialized and knowledgeable employees as they are determined to establish a unique value chain experience and stimulate their growth as well as their profit margin. Additionally, the strategy focuses on sustainable agriculture and serves members of the community. Their slogan is a great metaphor for their strategy, “Whole Foods, Whole People, Whole Planet.”

2. Is the strategy well matched to recent developments and conditions in the natural and organic foods segment of the food retailing industry?

Whole Food’s strategy is well matched and fully compatible with recent developments and conditions in the natural and organic foods segments of the food retailing industry. Natural food is defined as food that is free of artificial ingredients, colors, and chemicals. The food also needs to be grown and processed without the use of pesticides, antibiotics, artificial fertilizers, hormones, or genetic engineering. In order to meet these requirements, Whole Foods’ product line included roughly 30,000 natural, organic, and gourmet food and non-food items. They offer fresh produce, meat and poultry, fresh seafood, daily baked goods, fine quality cheeses, organic pet foods, beer / wines, and frozen foods. All of their meat and poultry products are natural and raised without the use of artificial growth hormones, antibiotics or animal by-product in their feed. Their sea food is never treated with chlorine or other chemicals. In addition, all of their sea food is caught in the wild or sourced from aquaculture farms. Their selection of daily baked goods uses whole grain and unbleached flour. Lastly, their cheeses are free of any artificial flavors.

3. Do you think John Mackey has a good strategic vision for Whole Foods? Why or why not? What do you like/dislike about the company’s motto “Whole Foods, Whole People, Whole Planet?” Do the motto and the principles underlying it (Exhibit 1) really matter at this company or are they just nice words and cosmetic window dressing? Explain.

I think John Mackey has a decent strategic vision, but there is certainly room for improvement. His strategic vision of, “Whole Foods, Whole People, Whole Planet” seems a bit too broad. Applying this vision to a particular subject matter or helping make important decisions for the company