Background/Rationale: Whole Foods Market - ?· Background/Rationale Background/Rationale: Whole Foods…

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  • Background/Rationale

    Background/Rationale:WholeFoodsMarketClientandProductWholeFoodsMarketbeganinAustin,Texasintheearly1980sbyJohnMackeyandhisgirlfriendReneLawson.Mackey,currentCEO,andLawsonsoonmergedtheirsmallcompanywithClarksvilleNaturalGrocery.Withinjustfouryearsofbeinginbusiness,WholeFoodsemployedover40,000employeesandhadmorethan200locationsbothintheUnitedStatesandtheUnitedKingdom.WholeFoodsoffersasafeandhealthyalternativethanthequestionableproductssoldatregulargrocers.Withthatbeingsaid,thepricestendtobehigherthanthatofregularsupermarkets.WholeFoodspromotesandmarketstoconsumersinaffluentcommunitiesofdensepopulation.Otherthanthepromotionsinlocalmagazinesorpapers,theadvertisingtendstobebasedinthelocalcommunitynearthestore.CompetitionWholeFoodsindirectcompetitionisanygrocerorfoodserviceplacethatsellssimilarfoodproducts.Othersupermarketsthatmayonlyofferasmallquantityofnaturalfoodscompeteforconsumerbusiness,especiallyintodaysstrugglingeconomy.Manyfamiliesmightchoosealessexpensiveproductfromamoreaccessiblestore.Anotherindirectcompetitorwouldbefastfoodchainsandrestaurants.However,thedirectcompetitorsthatposethegreatestchallengeforWholeFoodsareothernaturalfoodsstores.Forinstance,TheNaturalFoodsCompanyofferssimilarbrandsatasimilarpriceandcatertothesametargetaudience.TargetAudienceConsideringWholeFoodsisanaturalfoodsprovider,theproductssoldtendtobesteeperthanthepricesataregulargrocerystore.Typically,WholeFoodstargetstofamilies,morespecificallymothers,inhighlypopulated,affluentareas.Onthewhole,theshoppersatWFMaremarriedtoaworkinghusbandandhaveoneormorechildren.

  • Background/Rationale

    SituationWholeFoodsiscurrentlytheindustryleaderinnaturalandhealthyfoodsretailers.However,theirotherdirectcompetitorscreateastrongcompetitiontothestores.Inthiseconomy,saleshavesuffered.Manyfamiliesarebeingbudgetconsciousandchoosingnonorganic,moremodestlypricedproducts.Theyaresacrificingqualityforquantityinthesetoughtimes.ItisvitaltothesuccessofWholeFoodsMarketintodayseconomytoeffectivelyreachtheconsumers;especiallytheformercustomerswhohavechosenotherlocalsupermarketstosavemoney.CommunicationObjectivesWiththebusinessobjectivebeingincreasingsales,anemotionalappealisthebestoptiontoregainformercustomersandattractnewshoppersaswell.ThiscanbeaccomplishedbypresentingfactsandinformationaboutwhythefoodprovidedatWholeFoodsissaferforthefamily.Highlightingonthenegativeattributesofregularsupermarketsiskey.Thecrampedaislesarealwaysextremelycrowdedwithmotherspickingouthighlyprocessedandpesticideriddenfoodstofeedtotheirchildren.

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