Whole Foods Market's Growth Strategies and Future Prospects
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Case Details:
Case Code : BSTR244
Case Length : 22 Pages
Period : 1978-2006
Pub Date : 2007
Teaching Note : Available
Organization : Whole Foods Market
Industry : Retail
Themes: Growth Strategy
Countries : The US
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
The Whole Foods Experience
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The demand for natural and organic foods had been growing rapidly in the US in
the late 1990s and the early 2000s. According to figures released by the Organic
Trade Association (OTA) , sales of organic food grew from $3.6 billion in 1997
to $13.8 billion in 2005. Although WFM had been the first retailer to adopt a
supermarket format for selling natural and organic products, competition had
increased over the years.
In the early 2000s, WFM's biggest competitors in the US were retailers
like Wild Oats Market Inc. and Trader Joe's. The company also faced competition
from local farmers' markets, which were very popular when in season, for fresh
produce.
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Another reason for the popularity of the local farmers'
markets was that the produce was priced rather reasonably, when compared to
retail chains like WFM, which typically charged a premium...
Growth through Differentiation
One of the biggest drivers of WFM's growth in the years since its inception was
the company's unique value proposition as a retailer committed to natural and
organic foods and environment- friendly operating practices. This differentiated
it from regular retailers. In addition, it also set it apart from other natural
foods retailers who could not generally match WFM's size and scope.
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WFM's
motto "Whole Foods - Whole People - Whole Planet" reflected its social
responsibility and business objectives (Refer to Exhibit VI). On its website the company declared,
"We believe in a virtuous circle entwining the food chain, human beings,
and Mother Earth: each is reliant upon the others through a beautiful
and delicate symbiosis."
Culture as a Source of Competitive Advantage
WFM was known for its strong employee-oriented work
culture, which emphasized teamwork, autonomy, empowerment, and
transparency. |
According to analysts, this culture played an important role
in the growth and success of the company, by allowing it to grow without the
burden of bureaucratic practices...
Excerpts Contd...>>
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