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WHOLE FOODS MARKETCASE STUDY

By:Beth Anders

Victoria FieldsJesus Tovar

+OVERVIEW OF WHOLE FOODS

FOUNDED 1980

VISIONMaking a difference for future generations to live in a world that values human creativity and individual choices, as well as changing consumers diets for the better

MISSION Go-Green to make a difference in the world

BRAND VALUES Natural and organic foods

COMPETITIVE POSITION Premium products at a premium pricing

STATUS IN 2012 310 stores in US and UK

+SWOT ANALYSIS

WHOLE FOODS MARKETWEAKNESSES

*US government supports corn growers, but not organic farmers

*small number of organic farmers, hard to meet needs

THREATS

*other supermarkets expanding their organic food choices*economic downturn means less money being spent.

STENGTHS*started from ground up with 19

people

*large customized stores

*continual increase of revenue

*nationally known organic food store

*has a hip image to attract younger crowds

OPPORTUNITIES

*hype right now is to eat healthy*free rewards cards and promotions*building their own brand identity*buying local so people will pay more to support local producers

+COMMUNICATION STRAGETY

WHOLE FOODS MARKET

Goal is to interact with consumers Events within the store Newspaper articles Word of mouth Use of Twitter

Originally one Twitter account, but has urged each store to start their own Twitter account to reach out to individual communities

Facebook Flckr account Blogs Online cooking classes

+COMMUNICATION CHALLENGES

WHOLE FOODS MARKET

REACHING CONSUMERS AND EXPLAINING PRODUCTS Exponential growth of market

hard to keep up with consumers and suppliers Misconception of healthy food being too

expensive need to explain if food is expensive it is only to

provide a healthier lifestyle Main question is how to reach people in the

surrounding communities.

+PROPOSED SOLUTIONS TO

COMMUNICATION PROBLEMS INCREASE SOCIAL MEDIA CAMPAIGNS

Facebook Invite users to “like” local Whole Food pages

post daily articles or recipes for foods offered in store Cost comparison charts

foods offered at Whole Foods vs. Other local grocery chain Compare nutritional value of foods

how Whole Foods develops their brands vs. other local grocery chains healthier local grown food vs. other grocery store bought foods

Twitter Begin to use more to offer immediate responses to questions faster than

researching while in store Upcoming community projects the store is involved in

Public Relations Partner with local health organizations

offer low costs health solutions or free solutions health issues that arise can bring more clients to shop for healthier foods

Participate in beneficial health programs

+OPPOSING VIEW

WHOLE FOODS MARKET

Less is more mentality Whole Foods does not advertise nationally

does not see the need for advertisement Word of mouth is best advertisement Whole foods has no debt so they must be doing something

right

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Future of Whole Foods Market

Whole Foods believes that their vision of the future is going to be shared by many other people and organizations, and health institutions through out the world as the message of

living a healthy lifestyle grows. Whole foods welcomes everyone to join in their vision in making lasting changes

within yourself and those around the world by getting educated and participating in a healthy lifestyle.

ReferencesAnderson, Rob (2011, Feb 14). Resolved: Whole Foods isn't as expensive as people think it is. Boston Globe Online. Retrieved from http://www.boston.com/bostonglobe/editorial_opinion/blogs/the_angle/2011/02/whole_foods.html

American-Statesman Staff (2011, June 21) Whole Foods thinking big on growth. Austin Statesman. Retrieved from http://www.statesman.com/blogs/content/shared-gen/blogsaustintheticker/entries2011/06/21whole_foods_thinking_big_on_gr.html

Bokaie, J. (2008, Jul 02). Whole foods eyes the everyday. Marketing, 16-16. Retrieved from http://search.proquest.com/docview/214964012?accountid=7137 Friesner. (2010, May) T. SWOT Analysis Whole Foods. Retrieved from http://www.marketingteacher.com/swot/whole-foods-swot.html Gordhamer, S. (Aug 26, 2009) 5 Social Media Lessons Learned From Whole Foods. Retrieved from http://www.tasteandshare.com/profiles/blogs/5-social-media-lessons-learned-1

Shields, R. (2010). Tesco plans social media campaigns to engage shoppers. New Media Age, 3-3. Retrieved from http://search.proquest.com/docview/806230799?accountid=7137