全食食品公司战略及发展分析-Whole Food Market.ppt

Contents Overview Chief Elements of Strategy Financial Perspective Market Preview 32 Billion Dollar 20% Average Growth Market Info Position The 1st natural and organic account in the USA One of top 3 biggest organic supermarket chain Advantage Challenge In Crisis Category cut down According to the Nielsen Company, a market research firm. For the four-week period that ended Oct. 4, the volume of organic products sold rose just 4 percent compared with the same period a year earlier. Bypass premium food when times are tough, consumers may be less interested in what type of feed a cow ate before it got chopped up for dinner, particularly if those products cost twice as much as the conventional stuff. Expansion rejected A federal judge rejected a bid by government antitrust authorities to temporarily block Whole Foods Market’s planned acquisition of a rival, Wild Oats Markets Further Progress Cost Down Expansion Cost control and save cash Operation cost saving Set aside the acquisitions Private brand Logistic optimization Keep expansion in down turn Keep high performance and high quality Trial project for new comers Appropriate discount Media promotion for training the periphery Marketing strategy Return to the major business “ Whole food market focus on the providing the good ,health ,organic food ,and acquire the small food chain .But recently ,it acquired the competitor wild oats markets which be proved wrong .” The major business : product ,stuff ,service ,trust Additional media plan “all age group were at least as likely to buy organics in 2004 as they were in 2002 ,but the largest increases were among young adults ,ages 18-24 (49 percent versus 34 percent in 2002 ),and 55-64 years olds( 45 percent ,up from 25 percent in 2002) Choose young medias ( 3-4 kinds ) combined with in-store merchandise to shot more target costumes in promotion schedule Young Media Plan Promotion Word