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WholeFoods Analysis 4(战略分析:美国天然健康食品市场)
Date: 26 January 2011
To: Mr. John Mackey, CEO
Whole Foods Market
From: , SVP
Corporate Strategy Group
RE: Interim Strategic Analysis
In response to our conversation on January 19, I have prepared a strategic analysis to assess the current
competitive position of Whole Foods Market in the retail grocery and organic food industries. As you
are aware, the US food industry is intensely competitive with firms ranging from corner store shops up
through national retail chains. In recent years, the re has been an increased focus on healthy living as
characterized by exercise, mental wellness, and eating healthy and organic food. In addition, concerns
over food safety, particularly the use of pesticides and other chemicals, has gained media attention and
caused some consumers to shift their purchase habits toward organic and natural products.1 If the
government implements stricter food production policy, Whole Foods should expect an additional
increase in sales. Lastly, a growing awareness of the food supply chain sustainability from the producer
to the retail store has also attracted some customers to our stores.
Whole Foods enjoys as loyal customer base because of our unique position as a national organic food
retailer. We have seen an increase in middle aged and older customers shopping at our stores, in line
with the aging US population. These customers tend to have higher discretionary spending and can
afford to pay the premium price for organic groceries. On the other end of the age spectrum, we are
starting to grow our base of twenty to thirty year old professionals who are conscious about eating
healthy and responsibly produced food. These younger customers and other parts of our customer base
are sensitive to macroeconomic changes; Whole Foods saw relatively flat sales at $8 billion during the
recession in 2008 and 200
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