To: Cheval Breggins, VP of Marketing
From: BETA Consulting Marketing Team
Date: June 30, 2014
Re: Whole Foods Market Marketing Strategies
BETA Consulting performed an in-depth analysis of Whole Foods Market to determine the most effective marketing strategies to sustain the company’s competitive advantages when entering the East Lansing, Michigan market. A detailed plan has been formulated explaining how Whole Foods Market can take advantage of opportunities in the market while avoiding the pitfalls of choosing the wrong marketing strategies. This report encompasses an overview of internal strengths and weaknesses, external opportunities and threats, and assumptions. The recommended marketing strategies outlined in the report are based on the outcome of the SWOT analysis and environmental scan. Whole Foods Market can utilize these recommendations to optimize performance when entering this new market and take over a larger part of their existing market share. BETA Consulting has determined that Whole Foods Market already has an existing infrastructure and management staff in place to continue expansion and sustain their competitive advantage, but we have isolated potential weaknesses and threats that could impede the companies’ success. Whole Foods Market sells a lifestyle, not just food, so it is imperative that the recommended strategies encompass the tools necessary to sell a lifestyle, not just a product. The purpose of this report is to provide a detailed plan of action to capitalize on the right marketing strategies for Whole Foods Market to succeed in the natural and organic food market.
Summary of Past and Current Situations -
According to Hoovers.com, Whole Foods Market is the world’s number one natural food chain. The USDA indicates that consumer demand for organic products has continued to show double-digit growth accounting for over four percent of overall U.S. food sales. Currently, 93 percent of organic food sales...