Week 2 Written Assignment:
Case Study: Whole Foods
MBA 671- Strategic Management
Professor Peter Papantos
January 20, 2013
Organic foods are the new trend and there is one supermarket that is synonymous with organic – Whole Foods. Whole Foods opened in 1980 and has become a leader in natural and organic foods. The company has a very strong mission and vision that they adhere to. This paper will discuss how well the company is doing in regards to their mission statement, core values, and financial statements. It will also show how Whole Foods is doing in regards to its competitors like Trader Joe’s and Wild Oats.
Whole Foods is the world’s largest natural and organic supermarket chain. It was founded in 1980 and in these 30 years, has become a leader in the natural and organic food movement. John Mackey, the CEO of Whole Foods, wanted to market natural and organic foods because he felt that if he could provide this high quality food to everyone, he would be helping the world be healthier and more aware of their diets, and live better lives. He planned to do this by having a very mission – driven company. Whole Food’s mission statement is “Whole Foods, Whole People, Whole Planet”
The main elements of Whole Foods business strategy are very simple and straightforward. Since going public in 1991, their growth strategy has been to open new stores and purchase existing smaller organic food stores. The locations of these stores will be in upscale, urban areas where there is high foot traffic. The sizes of the stores are different so each store carries different items and different amounts. This is also part of their merchandising strategy as well. Each layout is unique and they cater to that particular store. Whole Foods also wants to keep the prices as competitive as possible. To cut costs during…...