whole foods market china entry

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Wednesday, December 21, 11

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A presentation I made for a group project in Marketing in China course in City University of Hong Kong.

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Page 1: Whole Foods Market China entry

Wednesday, December 21, 11

Page 2: Whole Foods Market China entry

BACKGROUND

AGENDA

SITUATIONAL ANALYSIS

RECOMMENDATIONS

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Page 3: Whole Foods Market China entry

YESNutritionFreshness

AppearanceTaste

NOArtificial Preservatives

ColoursFlavours

Sweeteners

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Page 4: Whole Foods Market China entry

VALUES

Selling the Highest Quality Natural and Organic Products Available

Satisfying and Delighting Our Customers

Supporting Team Member Happiness and Excellence

Creating Wealth Through Profits & Growth

Caring about our Communities & Our Environment

Creating ongoing win-win partnerships with our suppliers

Promoting the health of our stakeholders through healthy eating education

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Page 5: Whole Foods Market China entry

SITUATIONAL ANALYSIS

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POLITICAL

ECONOMICSOCIALTECHNOLOGICAL

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SOCIALTECHNOLOGICAL

ECONOMIC

POLITICAL

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TECHNOLOGICAL

SOCIAL

POLITICALECONOMIC

key is trust

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Page 9: Whole Foods Market China entry

TECHNOLOGICAL

POLITICALECONOMICSOCIAL

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Page 10: Whole Foods Market China entry

CONSUMER ANALYSIS

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Page 11: Whole Foods Market China entry

18%THE OVERALL SPENDING ON FOOD FROM 2004 TO 2009 HAS INCREASED BY ALMOST

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AVERAGE ANNUAL GROWTH RATE OF CONSUMPTION

BETWEEN 2006 AND 201030%

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FOOD SAFETYCONCERNS

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ORGANIC FOOD CONSUMER PROFILE

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# OF OUTLETS SELLING ORGANIC FOOD IN CHINA ALMOST DOUBLED

FROM 2008 (264) TO 2010 (500)

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Page 16: Whole Foods Market China entry

-Not certified as organic by official standards-Customer base consists of foreigners only-Young company

-Substantial market share-Strong foundation

-Organic-certified-Wide targeting-Organic food takes 60% of sales-Young company

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NEW ENTRY (LOW)Certificate needed

Strong brand/reputation neededHigh costs and capital requirements

SUPPLIERS (HIGH)Limited number of suppliers

Product quality high

BUYERS (LOW)Look for value for the money

Buyer’s volume is low

SUBSTITUTES (HIGH)Buyer switching costs is low

Relative price performance of substitute is high

Number of substitutes available is high

RIVALRY (MEDIUM)Powerful competitive strategyNumber of competitors is lowNo big product innovations

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PLACE

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PRICE

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哈夫

PROMOTION

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PROMOTION

PROMOTING HEALTHY LIFESTYLE

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CELEBRITY ENDORSEMENT

Zhou Xun

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CELEBRITY ENDORSEMENT

Huang Xiao Ming

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CSRFOUNDATIONS

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PROCESS

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THANK YOUQ/A

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