1. What are the chief elements of the strategy that Whole Foods Market is pursuing?
• Aggressive growth
• Competition not just with other whole foods/organic retailers, but with chain grocery
stores.
• Offering alternative line of foods to individuals, helping change the diet of communities
over time.
2. Do you think John Mackey has a good strategic vision for Whole Foods? Why or why
not? What do you like/dislike about the company’s motto “Whole Foods, Whole People,
Whole Planet?” Do the motto and the principles underlying it (Exhibit 1) really matter at
this company or are they just nice words and cosmetic window dressing? Explain.
The strategy maybe a bit too aggressive, as the large percentage of population considers
the nature of the food itself a secondary element, in comparison to primary elements such
as price, taste, product. The motto appears to be a bit too conventional, and hard to
remember. Most companies use mottos that rhyme because they are easier to remember.
It’s a bit of both. There is some underlying value in anchoring yourself to the current
health fad, especially, since customers who wish to buy healthy have already accepted that
healthy foods are more expensive and are willing to a premium. The 5% to charity is a nice
touch.
3. Do Whole Foods Market’s core values as presented in case Exhibit 3 really matter? Are
they “real” or just cosmetic window dressing? What evidence can you cite to support your
answer? Have Whole Foods’ core values contributed to the company’s success? Why or
why not?
