Whole Foods Market

Topics: Organic food, Whole foods, Organic certification Pages: 3 (742 words) Published: November 6, 2009
1.)The Whole Foods Market chain was the first retailer in the United States offering products to its customers that are natural (grown without being treated with growth hormones or antibiotics) and ’certified organic’ (conforming to the U.S. Department of Agriculture standards) under a supermarket format. The scope of supply of WFM contained produce that are unadultered by artificial additives, sweeteners, colorings and preservatives.

2) The general environment segments are the following:
- demographic
- sociocultural
- political/legal
- technological
- economic
- global
The most relevant of these is demographic. The company targets its locations where 40 % or more of the residents have a college degree, as they are more likely to be aware and supportive of nutritional issues. They locate stores in top statistical metropolitan areas and in areas with a high population density. Besides, Whole Foods noticed, that raising children in a healthy way becomes an issue of growing importance. As a reply to this, they developed a new product line especially for children, called „Whole Kids”. As Whole Foods Market sees itself as environment-conscious, the sociocultural segment is also important. Getting healthy and protecting the environment are important issues and WFM deals with them in a way that they are doing what their consumers do. Additionally, political/legal segment is relevant as all products must be ’certified organic’, so they must undergo strict inspections and conform to the specific regulations.

3.) WFM competes in organic foods industry/grocery industry which is relatively large and popular, but can be unstable. The bases of competition are prices. Whole Foods charges a premium on organic products while competitive supermarkets try to keep the good quality and keep the prices at an acceptable level at the same time.

4.) It is a profitable and very attractive industry. As the concepts of going green and living a healthy lifestyle...
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