+ whole foods market case study by: beth anders victoria fields jesus tovar
TRANSCRIPT
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WHOLE FOODS MARKETCASE STUDY
By:Beth Anders
Victoria FieldsJesus Tovar
+OVERVIEW OF WHOLE FOODS
FOUNDED 1980
VISIONMaking 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
+SWOT ANALYSIS
WHOLE FOODS MARKETWEAKNESSES
*US government supports corn growers, but not organic farmers
*small number of organic farmers, hard to meet needs
THREATS
*other supermarkets expanding their organic food choices*economic downturn means less money being spent.
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
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
+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
+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.
+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
+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
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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.
ReferencesAnderson, Rob (2011, Feb 14). Resolved: Whole Foods isn't as expensive as people think it is. Boston Globe Online. Retrieved from http://www.boston.com/bostonglobe/editorial_opinion/blogs/the_angle/2011/02/whole_foods.html
American-Statesman Staff (2011, June 21) Whole Foods thinking big on growth. Austin Statesman. Retrieved from http://www.statesman.com/blogs/content/shared-gen/blogsaustintheticker/entries2011/06/21whole_foods_thinking_big_on_gr.html
Bokaie, J. (2008, Jul 02). Whole foods eyes the everyday. Marketing, 16-16. Retrieved from http://search.proquest.com/docview/214964012?accountid=7137 Friesner. (2010, May) T. SWOT Analysis Whole Foods. Retrieved from http://www.marketingteacher.com/swot/whole-foods-swot.html Gordhamer, S. (Aug 26, 2009) 5 Social Media Lessons Learned From Whole Foods. Retrieved from http://www.tasteandshare.com/profiles/blogs/5-social-media-lessons-learned-1
Shields, R. (2010). Tesco plans social media campaigns to engage shoppers. New Media Age, 3-3. Retrieved from http://search.proquest.com/docview/806230799?accountid=7137