WHOLE FOODS MARKET CASE STUDY By: Beth Anders Victoria Fields Jesus Tovar

OVERVIEW OF WHOLE FOODS FOUNDED 1980 VISION Making 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 MARKET 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 WEAKNESSES *US government supports corn growers, but not organic farmers *small number of organic farmers, hard to meet needs 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 THREATS *other supermarkets expanding their organic food choices *economic downturn means less money being spent.

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

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.

References Anderson, 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