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Whole Foods Market 2007: Will There Be Enough Organic Food to Satisfy the Growing Market

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Whole Foods Market 2007: Will There Be Enough Organic Food to Satisfy the Growing Market
Whole Foods Market 2007: Will There Be Enough Organic Food to Satisfy the Growing Market

Whole Foods Market 2007: Will There Be Enough Organic Food to Satisfy the Growing Market Unit 5 Case Study Analysis
Kaplan University
School of Business
MT460 Management Policy and Strategy
Author: Tiwana N. Smallwood
Professor: Dr. Tracy Bagley
Date: March 1, 2013

Whole Foods Market 2007 2
Introduction
John Mackey, current president and cofounder of founder of Whole Foods, opened “Safer Way” natural grocery store in 1978. The store had limited success as it was a small location allowing only for a limited selection, focusing entirely on vegetarian foods. John joined forces with Craig Weller and Mark Skiles, founders “Clarksville Natural Grocery” (founded in 1979), to create Whole Foods Market. This joint venture took place in Austin, Texas in 1980 resulting in a new company, a single natural food market with a staff of nineteen. Whole Foods Market was an early entrant into the organic food market and they have used their early mover advantage to solidify their position and continue their study growth.
Synopsis of the Situation In 2005 Whole Foods Market acquired the Wild Oats Food chain. Wild Oats operates 100 full service stores in 24 states and Canada. With the changing economy and a more competitive industry landscape, John Mackey is uncertain about how to meet the company’s aggressive growth targets. Whole Foods Market’s objective is to reach $12 billion in revenue with 300+ stores in 2010 without sacrificing quality and their current reputation.
Key Issues With increased demands from mainstream super markets also carrying organics, the demands for such products could outreach the limited supply. Changes in the Availability of Quality Natural and Organic Products could impact our Business. There is no assurance that quality natural and organic products will be available to meet our future needs. If conventional
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