I. A.) Whole Foods Market believes in selling the highest quality, freshest, and most environmentally sound produce. The stores do not stock products with artificial colors, flavors, or preservatives; offers as much organic produce as possible; only sell meat and seafood that are free of chemicals and hormones. The foundation of Whole Foods Market began in 1978. John Mackey and Rene Lawson Hardy borrowed $45,000 from family and friends to fund a small natural grocery store called SaferWay in Austin, TX. In 1980, John and Rene formed a partnership with Craig Weller and Mark Skiles to merge SaferWay with their Clarksville Natural Grocery, which resulted in the opening of the first Whole Foods Market. Whole Foods Market began to expand its market outside of Austin in 1984("Whole foods market,”) .
B.) One of the key strengths of Whole Foods is that it is a well-known brand name. Its reputation precedes them, they are automatically associated with eco-friendly and fresh, organic food. However there is a trend in the industry with more grocery retailers offering organic produce. Whole Foods Market is often nicknamed “whole paychecks” because of the high cost of food. Kroger grocery stores have offered organic produce for years and recently they acquired Harris Teeter Supermarkets, a small upscale chain, to strengthen its position against competition like Whole Foods Market (Julie & Annie, 2013)
II. Whole Foods Market target are the health conscious and upper middle class who don’t mind paying a premium for natural and organic food. They have a very niche market. Whole Foods is intended for only a certain kind of customer, those who want good, healthy food. The store will not inexpensive junk food or foods laden with chemicals. If a consumer wants to go to a grocery store that sells these items, then Whole Foods Market is not the store for them.
Whole Foods Market declares that its primary goal is to help put customers first. They are able to achieve...