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Case Report Whole Foods

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Assignment 1.1 Case Report: Whole Foods

Tikima L. Bowers

Jones International University


This paper is an analysis of the Whole Foods Market vision, core values, and strategy. It outlines the type of strategy used by Whole Foods Market, identifies strategy implementation issues that may exist, and provides helpful recommendations for improving. In conclusion, the firm's business strategy can be described as well defined because it presents a clear vision, and stands behind its core values.

Case Report: Whole Foods

Whole Foods Market is the nation's leading natural and organic supermarket. Now with more than 310 stores in North America and the United Kingdom, the company has grown phenomenally since the first store opened in Austin, Texas during the 1980's. What started out as just a vision of four local businesspeople, three chief elements has driven the Whole Foods Market to its undeniable success including Whole Foods, Whole People, and Whole Planet. The overall mission is described to promote healthier eating habits and lifestyles, increase consumer awareness of food safety, the environment, and pesticides that affect our bodies. In addition, the concept behind their strategy creates an exciting atmosphere and brings fun when shopping for groceries (Whole Foods Market Website, 2012).

The strategy is well matched to recent developments and conditions in the natural and organic foods segment of the food retailing industry. The demand for natural and organic food is expanding and will more so in the future becoming a culture in a sense. Larger supermarket chains such as Wal-Mart are now pledging to offer more healthy and affordable food, also planning to "cut sodium by a quarter, eliminate industrial trans-fats and reduce added sugars." Companies including ConAgra, Kraft and General Mills made similar pledges last year (Their, 2011).

John Mackey has a great strategic vision for Whole Foods Market that is realistic for both its customers and employees in terms of looking at the company's profit and growth. It charts "what the company wants to be, where it wants to go, and what the scopes for the future are." Despite its downfall over the past years, the company has been able to supply the highest quality products and variety of fresh foods available globally so that it fit the needs of living a healthier lifestyle. I like the motto Whole Foods, Whole People, and Whole Planet. It is simple, relates to the store's name, and plays a major role in its success. It emphasizes a "vision beyond food retailing" supporting the overall health, well-being, and healing of customers, team members, and organizations as well as the planet. The motto and the principles underlying Exhibit 1 really do matter at Whole Foods Market and are not just nice words and cosmetic window dressing. Whole Food provides high quality, least processed and most flavorful and natural foods possible. Also, the best tasting and most nutritious food there is. Whole People which means the



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