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    Running head: LESSON 6 CASE STUDIES1

    Case analysis on:Whole Foods Market: 2007

    Will There Be Enough Organic Food to Satisfy the ro!ing "e#and$

    Submitted by: Bikram ra!aati

    "ing#$ %&''ege

    Internati&na' Ameri%an Uni(er$ity

    BUS )*+: Bu$ine$$ $trategy

    Submitted t&: "ir$hna khana' , -iang Bi$%an

    Date: +./ + */ 0+1

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    LESSON 6 CASE STUDIES0

    %&stract

    The 2&under and CEO &2 3h&'e 2&&d$ 4&hn 5a%key $tarted hi$ entrereneuria'

    eerien%e 2r&m $ing'e $t&re in 1*7.8 9h&'e &&d$ 5arket be%&me$ the 3&r'd#$ retai''eader in 0++7 in the natura' and &rgani% 2&&d indu$try/ 3ith 1*; $t&re$ in the U8S8/

    Canada and the United "ingd&m8 C&many a%%eted a%

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    LESSON 6 CASE STUDIES;

    Whole food #ission and strategy:

    9h&'e 2&&d market i$ the 3&r'd#$ 'eading retai'er &2 natura' and &rgani% 2&&d$8 It

    remain$ uniintegrity &2 the indi(idua' &r the 'anet#$ e%&$y$tem$8@ They r&(ided the $tandard

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    LESSON 6 CASE STUDIES

    Co#'etiti(e en(iron#ent and changing grocery industry i#'act on !hole foods:

    9h&'e &&d$ 3a$ an indu$try i&neer/ there 3a$ n& $u%h thing a$ the natura' and

    &rgani% 2&&d indu$try8 There i$ 'e$$ than $i &ther natura' 2&&d $t&re in USA8 It e$$entia''y%reated the indu$try be%au$e at that time there are &n'y $i &ther natura' 2&&d $t&re$ in the

    U8S8 9h&'e &&d$# main %&metit&r are Trader 4&e#$ C&8 and 3i'd &at$ market8 Trader

    4&e#$ i$ u$ing '&3 %&$t 'eader$hi $trategy t& 2&und it$ %&metiti(e ni%he and r&(ide

    3ide range &2 r&du%t8 T&day 3h&'e 2&&d$ ha(e many %&metit&r 'ike $t& N $h& and

    Sha3#$ ha(e m&re 2'eibi'ity in their r&du%t &22ering and r&m&te r&du%t thr&ugh $a'e$

    that 3h&'e 2&&d$ ne(er ra%ti%e it8 It be%&me$ $& many re$$ure 2&r 3h&'e 2&&d$ t&

    remain %&metiti(e in$tead &2 that they are 2&%u$ing &n their %&re $trategy that i$

    r&(iding &rgani% and natura' 2&&d$ t& %u$t&mer8 Cu$t&mer$ 3ere atr&niing $t&re$ that

    2&%u$ed &n natura' and &rgani% 2&&d$ m&re than $eeking the$e item$ in regu'ar

    $uermarket$ and gr&%ery $t&re$8 The a(erage indu$try gr&3th i$ ee%ted t& be bet3een

    .1+ er%ent annua''y in the 2uture8 The St&re $ie$ a(erage 1+/+++ $

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    LESSON 6 CASE STUDIES)

    9h&'e 2&&d$ %h&&$e their $trategy in di22erent $e%t&r ba$ed &n di22erent metri%$ n&t

    &n'y dem&grahi% they $ee in%&me 'e(e'/ di$&$ab'e am&unt &2 their &tentia' %u$t&mer

    edu%ati&n 'e(e'/ &u'ati&n den$ity be2&re t& eand8 A$ 3e ear'y di$%u$$ 3h&'e $h&$ i$

    n&t !u$t $e''ing the r&du%t they are $e''ing entire eerien%e and ra%ti%ing the bu$ine$$ethi%a''y8

    They $h&3 $&me %&r&rate $&%ia' re$&n$ibi'ity and they d& %harity8 The %&many

    d&nate$ )F &2 their a2ter ta r&2it t& n&t 2&r r&2it %harity ur&$e and a'$& they maintain

    the g&&d hea'th &2 their em'&yee8 4&hn 5a%key e'ain$ 3e are %hanging the $& the

    e&'e %an eerien%e it8 Ge&'e are be%&me$ m&re a3arene$$ ab&ut their hea'th and they

    are m&re attra%ted t& u$e &rgani% 2&&d8 C&n$umer $tarting t& u$e 2re$her and hea'thier

    2&&d$8 It %reate$ ne3 market 2&r 3h&'e 2&&d$8 5&re e(er 3h&'e 2&&d eerien%ing in ne3

    2ie'd that %reate be%au$e &2 3&men em&3erment 3hen 3&man g&e$ t& the 3&rk they

    ha(e n& time 2&r %&&k $& 3h&'e 2&&d$ $tarting t& $e%ia'ie &n &rgani%@ and are &2 g&&d take a%ti&n 2&&d %enter$@ 3h& maintain 2&&d$

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    LESSON 6 CASE STUDIES6

    The g&&d re'ati&n$hi &2 %&many 3ith their em'&yee/ they ha(e 3e'' trained

    em'&yee/ edu%ated em'&yee and they &$$e$$ kn&3'edge $& that they ab'e t&

    guide em'&yee8 They u$e team ba$ed ar&a%hing t& managing it$ em'&yee8

    The eanding $trategy a$ it &3n$ 9i'd Oat$ 3ith it$ 1++ $t&re$ in the U8S8 andCanada/ &3n$ eight di$tributi&n %enter$/ $e(en regi&na' bake h&u$e$/ and 2&ur

    %&mmi$$arie$ $& r&du%t di$tributi&n %hanne' i$ m&re im&rtant 2a%t&r 2&r them8

    They de(e'& and ugrade their r&du%t and make$ inn&(ati(e r&du%t a%%&rding

    t& the market $ituati&n8

    The %&de &2 %&ndu%t that %&many ha(e &2 2&urteen age he' them t& 2&%u$ &n

    their $trategy and maintain minimum di$%i'ine in 3&rk'a%e8

    The g&&d re'ati&n$hi 3ith $u'y and di$tribut&r he'$ 3h&'e 2&&d$ t& 2u'2i'' thedemand &2 %u$t&mer8

    Leader$hi $ty'e and t& management team a'$& $et the $tru%ture and $y$tem$ in

    'a%e 2&r the %&many#$ $trategy t& be im'emented e22e%ti(e'y8 T& be%&me

    $u%%e$$8

    So#e of Challenges that co#'any faced

    A$ the ear'y $tage &2 3h&'e 2&&d$ in 1*7. there are 'e$$ than $i $t&re$ and there i$ n&

    m&re %&metiti&n in the market8 Be%au$e &2 the aging baby b&&mer$ and %&metiti(e

    market 3h&'e 2&&d$ need t& 2&%u$ &n r&du%t $egmentati&n8 They de(e'&ing the r&du%t

    a%%&rding t& the market need 5a%key $et$ the &rganiati&na' %u'ture at 9h&'e &&d$

    thr&ugh hi$ a%ti&n$ and the 3ay he and hi$ team ha(e $et u the $tru%ture and $y$tem$ in

    the &rganiati&n8

    The market de(e'&ment and edu%ating e&'e i$ (ery di22i%u't ta$k8

    The marketing %hanne' t& a%%et &rgani% materia' 2r&m 2armer i$ (ery %&m'e

    and t& maintain re'ati&n$hi 3ith them i$ t&ugh !&b8

    The te%hn&'&gy may be %ha''enge 2&r them a$ they $e%i2ied in indi22erent

    r&du%t/ di22erent te%hn&'&gy 2&r di22erent $e%t&r need t& im'ement

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    LESSON 6 CASE STUDIES7

    5aintain a g&&d re'ati&n$hi 3ith em'&yee in %hanging en(ir&nment and

    de(e'&ing re3ard $y$tem &2 EHA $y$tem i$ %ha''enging8

    On'y ; er%ent &2 U8S8 2arm'and i$ &rgani% and $& there i$ 'imited &utut un'e$$

    ne3 %aa%ity i$ %reated8

    Entry &2 gr&%ery market make$ m&re di22i%u't t& 3h&'e 2&&d$

    inding rime $t&re '&%ati&n$ in it$

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    LESSON 6 CASE STUDIES.

    Conclusion:

    4&hn 5a%key/ 9h&'e &&d$# 2&under and CEO 'ay$ a key r&'e at 9h&'e &&d$

    $u%%e$$8 The hi'&$&hy &2 %&many thr&ugh '&%a' %&mmunity in(&'(ement he' $hae

    the %u'ture at 9h&'e &&d$8 9h&'e &&d$ u$e$ the training and enthu$ia$m &2 it$

    em'&yee$ and it$ $t&re 'ay&ut and ambien%e t& $u%%e$$2u''y %&mete in the indu$try8 The

    %&many had re(enue$ &2 ?)86 bi''i&n in 2i$%a' 0++68 C&many ha$ $et an ambiti&u$

    gr&3th target &2 ?10 bi''i&n in re(enue and &(er ;++ $t&re$ by 0+1+8

    9h&'e &&d$ u$e$ a teamba$ed ar&a%h t& managing it$ em'&yee$8 The

    %&many ha$ been named &ne &2 the >1++ Be$t C&manie$ t& 9&rk 2&r in Ameri%a@ by

    Fortunemagaine 2&r the a$t $i year$8 Additi&na''y/ *+ er%ent &2 em'&yee$ $tate that

    they >a'3ay$ &r 2re

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    LESSON 6 CASE STUDIES*

    Bib'i&grahy

    Cuen''a$/ A8 0+1;/ eb 118 Whole Foods Case Study: A Benchmark Model of

    Management For Hospitality8 Retrie(ed 2r&m

    htt:,,3338h&$ita'itynet8&rg,ne3$,+)*;*68htm'

    R&bin$&n/ R8 B8/ Gear%e/ 48 A8 0+118 Strategic management: formulation,

    implementation and control8 Ne3 y&rk: The 5%-ra3 =i''8