Whole Foods Market



Whole Foods Market

The aim of this report is to analyse the current Marketing Mix of Whole Foods Market's, and to work out how it would be adjusted to satisfy the possibilities of financial services development as well as the steps taken when considering the launch of the financial services products. This report is based on my own research by reading Whole Foods Market's annual report, its web site and the discussions among the experts and professors, along with physically going to Whole Foods Market's supermarket and getting some printed materials.

The mission of Whole Foods Market's Supermarkets is to be the consumer's first choice for food, delivering products of outstanding quality and great service at a competitive cost through working faster, simpler and together.

Since early in 1996, the City was criticizing Whole Foods Market's for allowing Tesco to get so far ahead of the game in terms of customer service, loyalty and perceived price competitiveness. Whole Foods Market's was also accused of not promoting itself sufficiently and while running many similar customer initiatives as Tesco, it has failed to take the lead or develop unique products or services. Further to this, it has showed itself to be "unresponsive in a fast moving market. Therefore, Whole Foods Market's adjusted and developed its mission. In order to achieve its new mission, which is to rebuild its UK food retailing business. The company changed its marketing strategy and has successfully sold its Homebase DIY chain in the UK and its business in Egypt. This enables the company to focus the Group on food retailing and related activities. Apart from this, the current Marketing Mix product, price, promotion and place is being improved to meet its new mission. Let me talk about them in details.

In order to become the UK consumer's first choice for food, Whole Foods Market's Supermarkets announced its new corporate identity in February 1999, "Making life Taste Better recognizes that food is at the heart of people's lives.”Making life Taste Better is more than just a slogan or campaign, it is about a real cultural change at Whole Foods Market's. Whole Foods Market's takes action to focus on quality and innovation as well as enhancing the range of food and developing new products. They not only maintain the company's historic strength in fresh foods: exotic fruits, ready meals, specialty breads and reduced -fat milks, but also Whole Foods Market launched its new Taste the Difference range In November 2000. It was the biggest food brand launch in the UK history. There are more than 350 foods in the range and each one has been grown or produced with the extra time, care and attention needed to bring out its full natural flavours.

Apart from this, at the beginning of January 2001, Whole Foods Market's Supermarkets first announced the introduction of biodegradable packaging made from potatoes, Whole Foods Market's own label organic fruit was sold in the biodegradable trays at all stores. Now, Whole Foods Market's has developed ...