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Whole Foods Case Summary

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The first question addressed in the beginning is: Will there be enough organic food to satisfy the growing demand?
1. Comparison between supply ability and demand
1.1 Growing market
The basic ideas of organic food were introduced in American and British in early 1920s, which was the time that synthetic pesticides and herbicides were being used in agricultural practices. Since the U.S. government banned pesticide DDT in 1970s, there is no sign of slowing in organic food market.
Under the previous analysis of external environment, it could be conclude that more consumers accept organic food, which refers to promote a healthy eco-system in farming practices. 1.2 Supply Ability
The market for organic foods grew from $2.9 billion in 2001 to $5.3 …show more content…

In order to continuously offer the biggest and best choice for customers, Whole Foods have to shape its “different” products and services based on features, performances and other factors. The customer portfolio is a way to record customers’ favor and serve customers efficiently. For example, identifying which kind of generation of main customer is: use various strategies respectively for baby boomers, X generations and Y generations. Whole Foods may develop programs on some specific products such as seafood or tomatoes for local sale teams to …show more content…

Firstly, they should have better understanding in government focus on main social issues. Secondly, make sure company has policies on how to react in times of natural disasters. Thirdly, use company’s main product to contribute to poor communities. Fourth, design some cooking course on-line or in the communities for free. 3. Improve the Supply Ability
3.1 Non mass-market channel
Mass-market channel includes supermarkets, grocery stores, mass merchandisers and club stores. Non mass-market channel refers to farmer’s markets food service and other non-retail sales. Whole Foods may sign contracts with reliable farmers or non-retail sales to provide raw material to them. However, that strategy is a bit risky on product quality. A better alternative is to look for resources outside of U.S. to meet the growing demand. 3.2 Attract more farmers to join
Other than use low-interest loan to attract farmers, Whole Foods may do research on farmers and set relevant welfare policy. Or they could produce related advertisements or movies to motivate more knowledgeable young people join into the farming

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