Whole Foods Market Swot Analysis

Running Head: WHOLE FOODS MARKET SWOT ANALYSIS

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DeVry University

Tracy Morgan

Principals of Management 303

Instructor’s Name: Michelle Dawes Birt

Assignment Issue Date: January 2, 2011

Assignment Due Date: January 23, 2011

Originally, Whole Foods Market (WFM) was founded in Austin, Texas, in 1980 with a staff of 19 people. As soon as the store opened, it was an immediate success and there were less than half a dozen natural food supermarkets in the United States. From 1980 to present day, the company has grown primarily through various mergers and acquisitions, which have included their signature brand coffee Allegro and Wild Oats Markets. Currently, they have 299 stores, 18 more than their 2009 figures. (Whole Foods Market, 2010)

WFM’s mission statement or motto is “Whole Foods – Whole People – Whole Planet.”

Strengths

WFM has two exceptional strengths that can be derived from their mission statement. First, we will consider the value derived the company’s name,

Whole Foods — We search for the highest quality, least processed, most flavorful and natural foods possible because we believe that food in its purest state — unadulterated by artificial additives, sweeteners, colorings and preservatives — is the best tasting and most nutritious food there is. (Whole Foods.com, 2011)

This fundamental principle sets WFM apart from other grocery store chains that stock their shelves with food items that seem to be ever increasingly dangerous to consumers’ health. In contrast, the products found at Whole Foods Market are increasing in demand according to a survey sponsored by the Organic Trade Association, which said, Despite a sluggish economy, U.S. parents added more organic food to their grocery carts in 2010 compared to the year before…The survey found that 41 percent of U.S. parents are buying more organic foods today, that’s up significantly from last year’s number; in 2009, 31 percent reported organic

References: (2011). Retrieved January 15, 2011, from Whole Foods.com: http://www.wholefoodsmarket.com/company/annual-reports.php Associated Wholesale Grocers, Inc Carney, T. P. (2009, March 25). Worn down by feds, Whole Foods turns to lobbying. Retrieved January 22, 2011, from WashingtonExaminer.com: http://washingtonexaminer.com/politics/2009/03/worn-down-feds-whole-foods-turns-lobbying#ixzz1Bdt4uQ9y Duffy, M. P. (2010, December 31). More U.S. Families Buying Organic Food. Retrieved Jaunary 22, 2011, from Suite 101.com: http://www.suite101.com/content/more-us-families-buying-organic-food-a326302 Fonda, D., & Thomas/Austin, C Hüetlin, T. (2007, July 2). Paying a Prince 's Ransom for Potatoes. Retrieved January 22, 2011, from SPIEGEL INTERNATIONAL: http://www.spiegel.de/international/europe/0,1518,492163,00.html Jones, A Komar, M. A. (2011, January 18). Formar Whole Foods Regional Manager. (T. Morgan, Interviewer) Monica Eng, T Reporter, C. C. (2010, March 22). Whole Foods, United Natural Foods Muscle Suppliers to Boycott Consumer Group. Retrieved January 22, 2011, from CommonDreams.org: http://www.commondreams.org/headline/2010/03/22-5 Rick Aristotle Munarriz Schneider, L. (2010, June 21). Organic Food: Whole Paycheck. Retrieved January 22, 2011, from The Huffington Post: http://www.huffingtonpost.com/lee-schneider/organic-food-whole-payche_b_616694.html Steverman, B USDA Economic Research Service. (2009, September 1). Organic Agriculture: Organic Market Overview. Retrieved January 2011, 2011, from USDA Economic Research Service: http://www.ers.usda.gov/briefing/organic/demand.htm Wharton, R Whole Foods Market. (2010). 2010 Annual Report . Whole Planet Foundation. (2011). About the Foundation. Retrieved Jaunary 22, 2011, from Whole Planet Foundation: http://www.wholeplanetfoundation.org/about/