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Group 1 ( Anonymous):

V Th Hng
Trn D Kim Ngn
Phm Th Xun Tho
inh Yn Anh
Nguyn Thu H

1- Introduction about
Whole Food Market

An an American
supermarketchain
specialzing in
organic food

Founded: 1980

Headquarter: Austin, Texas

Scale: 400 stores and


sales of $12 billion by the
end of fiscal year 2010.

1- Introduction about
Whole Food Market

Vision : International brand synonymous with


carrying highest quality natural and organic foods
and being the best food retailer in every
community in which Whole Foods stores were
located.
Mission : Whole Foods, Whole people, Whole
Planet.

7 Core value:

CUSTOME
R
WEALTH

EMPLOYE
R

PRODUCT

SUPPLIER
ENVIRON
MENT
EDUCATIO
N

Question 1:
What are the chief
elements of the strategy
that Whole Foods Market
is pursuing?

Expand via a combination of


opening its own new stores and
acquiring
existing
stores,
especially purchase the struggling
Wild Oats Market

Seek

out prime locations in the

most desirable of areas.


Promote

included

Whole Foods product line


natural,

organic

and

gourmet food and nonfood items.

Create

interactive

an

inviting

and

and

best

store

to

show off the particular product


mix

chosen

for

that

stores

target clientele

Colorful
decor

Attractive
manner

Sell

at the most competitive prices

possible
Competent,

knowledgeable and

friendly service was a hallmark of


shopping at a Whole Foods Market

Question 2:
Is Whole Foods strategy well
matched to market conditions in the
food retailing industry (one of the
criteria for a winning strategy
discussed in Chapter 1)?

Winning strategy
A winning strategy must pass
3 tests:
1.

The fit test

2.

The competitive
advantage test

The fit test


The

growing consumer interest

in natural and organic foods


and a healthy-eating lifestyle.
More

than

20000

items

in

store: natural organic, gourmet


food and nonfood items.
The

WF

management

moved

The competitive advantage


test
Spent

most

promotion

of

and

budget
events:

on

store

tour, classes, taste fairs


The

layout

shopping

of
more

store

make

fun

and

pleasurable experience.

The performance test


Successful
After

purchase Wild Oats market

pricing strategy: Sales growth 8.5

to 10.5% and in comparable store is


3.5to 5.5%
Move

to

control

expenses

strategy

make expenses in general and admin


drop $270.4m to $243.7m, 8.1% below
Merchandising

strategy

make

WFs

Question
3
Do you think
John Mackey
has a
good strategic vision for Whole
Foods?
Why
or
why
not?
What do you like/dislike about the
companys mission/vision Whole
Foods, Whole People, Whole Planet
that is set forth in case Exhibit 1?
Do the mission/vision and the core
values underlying it (case Exhibit 3)
really matter at this company or are
they just nice words and cosmetic
window dressing? Explain.

Do you think John Mackey has a good


strategic vision for Whole Foods? Why or
why not?

Yes, John Mackey has a good


strategic vision for Whole
Foods.
His vision was for
Whole foods to become an
international
brand
synonymous not just with
natural and organic foods
but also with being the best
food
retailer
in
every
community in which Whole
Foods stores located.

You can see this in


the knowledgeable
staff, the way the
stores are set up,
even the smell in

What do you like/dislike about the companys


mission/vision Whole Foods, Whole People,
Whole Planet ?
Whole food

Products from food


artisan.
Highest quality &
natural products
Best tasting & most
nutritious product

Whole planet

Global organic farming


support
Assist farmers through
microlending
High involvement in
Community service

Whole people
Recruit best people and
empower
Respectful workplace &
highly motivated
Passionate team
members

What do you like/dislike about the


companys mission/vision Whole
Foods, Whole People, Whole Planet?

In 1997, when Whole Foods


developed slogan to symbolize its
mission,
John
Mackey
said
something
very
telling:
This
slogan taps into perhaps the
deepest purpose of Whole Foods
Market. It's a purpose we seldom
talk about because it seems
pretentious,
but
a
purpose
nevertheless felt by many of our
team members and by many of
our customers

Our deepest purpose as an


organization is helping support

What do you like/dislike about the companys


mission/vision Whole Foods, Whole People,
Whole Planet
The things I like most about this slogan
is the desire to promote the general wellbeing of everyone on earth as well as the
earth itself.

Do the mission/vision and the core values


underlying it really matter at this
company or are they just nice words and
cosmetic window dressing? Explain.
Selling
the
highest
quality
natural
and
organic
products
available
More than 2,600 natural
and organic products under
the Whole Foods Market,
365 Everyday Value and
Whole Catch brands

Satisfying and delighting


our customers : good
service and products

Do the mission/vision and the core values


underlying it really matter at this company
or are they just nice words and cosmetic
window dressing? Explain.

Team member happiness


and
excellence:
Good
environment
and
open
information

Many Whole Foods team


members felt good about
their jobs because they
saw
themselves
as
contributing
to
the
welfare of society and to
the companys customers
Any employee has the
capability to look up
anyone elses pay.

Creating

wealth
through profits
and growth

values underlying it really matter at


this company or are they just nice
words and cosmetic window dressing?
Explain.
Caring

about our communities and


environment
Give minimum of 5% profit every year to
a wide variety of community and Nos
Reuse ,recycle ,reduce waste

Do the mission/vision and the core


values underlying it really matter
at this company or are they just
nice words and cosmetic window
dressing? Explain.
Creating

ongoing win-win partnerships with

suppliers
Promoting

the health of our stakeholders

through eating education

Do the mission/vision and the core


values underlying it really matter at this
company or are they just nice words and
cosmetic window dressing? Explain.

The
sizable
number
of
unhealthy food items which
Whole Foods markets in its
stores is a sign that the
company is not 100% sincere
about promoting the health
of
its
customers,
selling
"good for you" food products,
and aggressively educating
consumers
about
healthy
eating practices.

The core values seem to us to


be deeply ingrained in the
companys
culture
and
operating practices. On the

Thank you !