1. MISSION STATEMENT:
1.1 Executive Summary
Whole Foods Market was set up in Austin in 1978, Texas, Theirfounders were which was twenty-five year old college drop-out John Mackey and also his girlfriend Renee Lawson Hardy was twenty-one year old, borrowed $45.000 from family and friends to open the doors of a small natural foods store called Safer Way Natural Foods. The original Whole Foods Market was openned in 1980 with a staff of only 19 people. At that time, there were be less than half a dozen natural food supermarkets in the United States. They have grown by leaps and bounds since their first store openned. Less than a year later, on Memorial Day in 1981, the worst flood in 70 years ...view middle of the document...
In 2001, Whole Foods moved into Manhattan, generating a good deal
of interest from the media and financial industries. 2002 saw an expansion into
Canada and in 2004, Whole Foods Market entered the United Kingdom with the
acquisition of seven Fresh & Wild stores
2.1 Situation analysis
Whole-foods market possess more than 270 locations in North America and the United Kingdom 9. of the location is also distribution centers 5 of them is commissaries.
Whole-food markets traded on common stock in Nasdaq.
Whole-foods market have got two foundations unit which names are Animal compassion and Whole planet.
Some Whole-foods market products are daily consumption so they sell the products in that days. Some of the products expire date aren’t long enough.
When we discuss Wall-Mart and Whole-foods Market; Wall-Mart has recently moved into the organic and natural foods markets greatly expanding its organic and natural foods product offerings. Wal-Mart is able to offer these organic and natural foods and products in the low-cost category at prices that Whole Foods will not be able to directly compete with. Whole Foods will have to differentiate itself in other ways in order to maintain its market and not lose market share in organic and natural foods to places like Wal-Mart and other grocery store chains that are carrying increasing organic and natural foods product lines.
In addition to the positive image that Whole Foods has built, it is also developing a negative image in some markets. Whole Foods is not a low cost provider; organic and natural foods are more expensive in general, and Whole Foods does not have the wholesale buying power that a corporation like Wal-Mart has. Due to Whole Foods’ higher prices, it has earned the nickname “Whole Paycheck” and is seen as offering healthy food for the wealthy highlighting the food gap between rich and poor.
2.2. MARKET ANALYSIS
The profile for WHOLE- FOODS MARKET customer consists of the following geographic, demographic, competition and Behavior factors:
The geographic target is the city of New York city with a population of 265,000.
Age 0-any age longer
sex male or female ,animals and plants
It doesn’t matter what kind of marital satatus about the customer
Income-high income level customers
Education is not important for purchasing the products
Whole-foods market ranked among the most socially responsible business. Fortune magazine’s annual list of the “100 best company’s to work for’ every year the since 1998 inception, most recently at no:5 in 2007.
CEO John Mackey was named to Barron list of the world’s best CEO’s,which recognizes 30 top corporate leaders.
2005 revenue, Whole-Foods market is the fifty fifth largest retailer in USA.
2.2.4 Behaviors Factors:
1. are always aware of different kinds of products
2. are usually...