Whole Foods Market is a supermarket distinctively devoted to offer the highest quality, least processed, most flavorful and naturally preserved foods. In other words: organic foods. However, there have been many challenges and misconceptions about the definition of organic products in past years. In October 2002, the U.S. Department of Agriculture set standards and definite meanings for organic products. Once standards were set Mackey had a vision of aggressively expanding WFM stores. He believed that the company’s cash flow from operations in upcoming years would be an ample amount to cover the capital costs of the expansions. WFM growth strategy was to open new stores and acquire small, owner-managed chains. The store sizes and location was an important issue in their growth strategy. Another issue was the products that WFM offers. Most consumers are brand name buyers; WFM offers organic foods that do not come with the usual brand name label that consumers are used to. Even worse of an issue are the prices. Non-brand –named products that are high in price can be an immediate turn off to buyers; especially if they can buy the same product under a brand-name for cheaper. On a better note, WFM does an excellent job on designing the interior of their stores so the customers and employees feel at... [continues]
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