Whole Foods Market in 2008: Vision, Core Values, and Strategy

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Case question 1: What are the chief elements of the strategy that Whole Foods Market is pursuing? Whole Food’s chief elements of the strategy are to establish the company as a market leader of natural and organic super markets by differentiating its offering with highest quality naturally preserved food to the world market and become an international brand in every community. However the company is also determined to establish unique value chain activity by recruiting specialized and knowledgeable workforce to up keep company’s growth and profit margin. The strategy also focuses on sustainable agriculture and serves the community members. In a simple word, company’s chief elements are Whole foods, Whole People, and Whole Planet (Thompson, C2, 3)

Case question 2: Is the strategy well matched to recent development and conditions in the natural and organic foods segment of the food retailing industry? Whole Food’s marketing strategy, purchasing and distribution, product line, and retailing of natural organic food is fully compatible with recent development and conditions of natural and organic foods segment. Natural food represents free of artificial ingredient, color and chemical. However the food needs to be grown and processed without the use of pesticides, antibiotics, hormones, artificial fertilizers or genetic engineering. To keep up with natural and organic food segment, Whole Foods’ product line included some 30,000 natural, organic, and gourmet food and non food items. The company offers fresh produce, meat and poultry, fresh seafood, selection of daily baked goods, fine quality cheeses, frozen foods, beer & wines, and organic pet foods. However, Whole Foods’ all the meat and poultry products are natural, raised without the use of artificial growth hormones, antibiotics or animal by-product in their feed. All the sea food is wild caught or sourced from aquaculture farms. Also their sea food is never treated with chlorine or other chemicals. They also bake daily using whole grain and unbleached flour. Their Cheeses are free of artificial flavors (C-12).

Case question 3: Do you think john Mackey has a good strategic vision for Whole Foods? Why or why not? What do you like or dislike about the company’s motto “Whole Foods, Whole People, and Whole Planet”? Do the motto and principles underlying in (exhibit 1) really matter at the company or are they just nice words and cosmetic window dressing? Explain. Mr. John Mackey has come with a dynamic strategic vision by putting the words “Whole Foods, Whole People, and Whole Planet” together. However, the vision seems too broad to focus on particular subject matter and make important decision. From my point of view, Whole Foods has implemented the strategic vision halfway. Even though the company offers wide range of organic and natural foods including international section, it is hard to imagine that most possible varieties of food can be offered under the same roof (C-12). Whole Foods might recruit efficient people for their company to establish sustainable value chain management with efficient work force, but the word “Whole people” represents people all over the world. Neither the company has maintained a balanced recruitment all over the world nor served people of whole world yet. Company has become socialized by promoting sustainable agriculture, donating at nonprofit organizations and engaged with community citizenship activities like blood donation, meal preparing for homeless and supporting local farming trend (C-19). However a sustainable and environment friendly production is not capable to produce enough natural and organic food to serve the whole world where some community is not economically strong enough to consume the high priced organic food. Moreover, company’s contribution is too little to serve the whole planet. Case question 4: Do Whole Foods Market’s core values as presented in case exhibit 3 really matter? Are...
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