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Whole Foods Company Analysis

Whole Foods Company Analysis



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Published by Morgan La Femina
A business analysis of the Whole Foods Company
A business analysis of the Whole Foods Company

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Published by: Morgan La Femina on Aug 12, 2012
Copyright:Attribution Non-commercial


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Case 2: Whole Foods Company
Morgan La Femina
MBA 710
2 |Page
Company History:
Whole foods is natural foods, fresh foods supermarket chain. John Mackey, Rene Lawson Hardy,Craig Weller and Mark Skiles founded the whole foods market in Ausn, Texas. Originally, in 1978 ReneHardy and John Mackey borrowed 45,000 dollars from relaves to open a natural foods store in AusnTexas. Two years later, they partnered with Craig Weller and Mark Skiles merging their natural foodsstore SaferWay with Weller and Skiles Clarksville Natural Grocery. The resulng new natural foods storewas named Whole Foods Market and opened in 1980. This store had 10,500 square feet and a total sta of 19. Whole Foods Market began to expand from Ausn to Houston, Dallas and New Orleans beginningin 1984. In 1989, expansion began on the West Coast with a Super Market in Palo Alto, California. OtherSupermarkets in North Carolina, Detroit, Boston and on the east coast were opened through the 1990’s.This round of store growth was fueled primarily by acquiring Food for Thought and Harry’s FarmersMarket stores in2001, located in northern California and Atlanta respecvely. In 2002, Whole foodsacquired Fresh and Wild in the United Kingdom. Another venture, Wholefoods.com was developed in1999 and WholePeople.com in 2000. Later in 2000, WholePeople.com merged with Gaiam, Inc. andWholePeople.com was subsequently replaced with Gaiam.com.
Mission Statement Analysis:
"Whole Foods Market is a dynamic leader in the quality food business. We are a mission
driven company that aims to set the standards of excellence for food retailers. We are building a business in which highstandards permeate all aspects of our company. Quality is a state of mind at Whole Foods Market." 
Overall analysis of the mission statement
Whole Foods Market’s core values are to provide natural perishable food products that arewholesome and safe to eat, provided by employees who work as a team, where they can flourish andgrow as individuals. Unfortunately, these values are not stated in their mission statement. Whole FoodsMarket mission statement unusually says they are a mission driven company, but the only valuepromoted is quality. Their core values can be found not in their mission statement but in various sectionsof their financial documents and literature. These values should be aggregated into the missionstatement. This is important for Whole Foods as a company because much of their expansion has been
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through the acquiring of other natural food stores chains. These acquired stores may have internalcultures dissimilar to Whole Foods whereby Whole Foods would benefit by a strong mission statement.
Components of the mission statement:
1. Customers (Who are they?)
Their mission statement does not mention their customers however; other documentation fromWhole Foods mentions their customers as the public and to large extent farms, which are local to eachWhole Foods store.
2. Products or Services (What are they?)
Whole Foods products and services are not listed in their mission statement; however, their 10kmentioned their products as fresh produce, fresh fruit, organic products, hormone free milk and cheese,meats from animals raised without hormones, antibiotics and eggs from cage free hens.
3. Markets (Where are they doing business?)
Whole Foods mission statement does not state their markets however, this information can befound in their financial statements. Whole Foods primarily does business in America, Canada and in theUnited Kingdom. Specifically they have markets in Alabama, Arizona, Arkansas, California, Colorado,Connecticut, DC, Florida, Illinois, Indiana, Iowa, Kansas, Kentucky, Louisiana, Maine, Maryland,Massachusetts, Michigan, Minnesota, Missouri, Nebraska, Nevada, New Jersey, New Mexico, New York,North Carolina, Ohio, Oklahoma, Oregon, Pennsylvania, Rhode Island, South Carolina, Tennessee, Texas,Utah, Virginia, Washington, Wisconsin and overseas in the UK and Canada.
4. Technology (How is it used by the company?)
Technology is not mentioned in Whole Foods mission statement however, they do mentioned avery detailed food inspection process, the tracing of food from farm to store to insure the nature of thefood is known and how the stores are organized, by teams and team leaders.
5. Concern for Survival and Growth (Profits, etc.)
Whole Foods mission statement indirectly mentions survivability and growth when it speaks of high standards of excellence and inherent quality. There survivability is based on providing a wide variety

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