From 2004 to 2014, many supermarkets expanded their offerings of organic products for two main reasons. First was because of the fact that the consumers were willing to pay for organic products, which allowed retailers to earn high profit margin on organics. The other was the number of consumers demanding for organics was growing faster and faster than the ones demanding for traditional grocery products. Therefore, with the several strategies in separated fields, Whole Foods’ overall strategy is well matched to market conditions in the food retailing industry.
Firstly, strategy that we would like to mention is growth strategy. According to the case, Whole Foods' growth strategy had been to expand via a combination of opening its own new stores