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

2. 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

3. 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.

4. 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

5. 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.

6. 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

7. 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

8. 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.

9. References
Anderson, Rob (2011, Feb 14). Resolved: Whole Foods isn't as expensive as people think it is. Boston Globe Online.
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American-Statesman Staff (2011, June 21) Whole Foods thinking big on growth. Austin Statesman.
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Bokaie, J. (2008, Jul 02). Whole foods eyes the everyday. Marketing, Retrieved from
Friesner. (2010, May) T. SWOT Analysis Whole Foods.
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Gordhamer, S. (Aug 26, 2009) 5 Social Media Lessons Learned From Whole Foods. Retrieved from
Shields, R. (2010). Tesco plans social media campaigns to engage shoppers. New Media Age, 3-3.
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