The Assignment Title: EPM Project Portfolio Proposal

Team Name:

Team Member Names:

Course Name: Enterprise Project Management

Course ID Number: MSPMI-GC4000

Date:

Project Portfolio Proposal for

Whole Foods Global Organization

Enterprise Project Management

MSPM1-GC4000

Edward Kleinert
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The Organization Overview

Whole Foods Organization is a firm that deals with natural foods which are sold in

grocery chains established in the United States, United Kingdom and Canada. The company

which was founded in 1980 operates under the concepts of supermarkets and its natural and

organic foods are retailed in over 500 outlets. Among the products that the company sells include

coffee, groceries, fruits among other products which are Vegan, non-GMO and gluten free

deliverables. It is estimated that 55% of the firm’s stores provides either non-GMO verified or

Organic brands. Other prominent brands available from the firm includes, Whole foods Market,

Allegro Coffee, Whole Paws and Engine 2 plant Strong.

The company headquarters are based in Austin, Texas and the firm has opened 500

outlets which are in U.K, Canada, and in over 40 states in America. Additionally, the company

has partnered with Amazon which gives it an online platform for selling its merchandise through

e-commerce. Amazon has enhanced the firm’s goal of lowering the price for its products by

updating the logistical operations and also launching Amazon lockers in various whole food

stores which make it easy for online shoppers to make orders and also collect their merchandise.

However, the company has not been able to make a global presence.

Summary of the Proposed Portfolio

The team members decided to base their proposed portfolio on the results of the SWOT

analysis conducted on Whole Foods which found that the firm’s great opportunity was to expand

its market by creating physical and online presence in other regions of the world where it has not

been operating before. Amid the corona pandemic and the resulting economic stress, most

multinational companies have been facing financial and logistical challenges. Bearing in mind

that Whole Foods is financially stable, the team proposed that the company should launch an

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expansion initiative whose main objectives shall be to increase the global market size for Whole

Foods products. In the past, the organization has been limiting itself to North-American and

United Kingdom where it has also been challenged by other upcoming rivals who are offering

customized products at reasonable prices and also easy shopping access through online

platforms.

The Portfolio of Projects

The team member Choose to work on strategies for Introducing Whole Foods in the Chinese

market, a move that would be beneficial to the company’s global expansion proposal. China has

a large of organic product consumers and this could be a good place for Whole foods to invest in.

Among the Key advantage of implanting this program are:

o China has a large population with very rich demographic aspects that facilitate

investment growth.

o China’s political goodwill for economic growth is high and evidenced by the consistent

infrastructural development and multi-lateral trade agreements which lead to lifting of

embargoes and slashing of taxes for foreign firms

o China’s economy is growing at a very high rate with a majority of the residents living

above one dollar every day.

o Whole Foods is a multi-national enterprise with experience of dealing in more than one

country and therefore a reasonable expansion in more countries will not be very tough but

would give the company an opportunity to reach more customers and also foster

profitability and growth.

o A company growth strategy need to be envisioned with global expansion as it is one the

goals that a company should have whenever project managers think of growth program.

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Critical Success Factors (CSF)

Expansion of Whole Foods into the Chinese market is not an easy feat. The organization need

to be prepared in a number of ways and also implement various tasks that will ensure there is

success of marketing the firm in the Chinese market. China is a country with other similar firms

that are a threat to success of the program. The tasks that need to be done to achieve success

include:

 Planning Whole Foods brand launch in advance: Launching a brand is an exciting process

and many firms do not wait for the right time. Instead they fail to prepare. Whole Foods

need to patient and come up with a plan to mitigate risks and also eliminate confusion.

 Customization: Whole foods should identify the target customers and make customized

brands for them.

 Develop Whole Foods brands marketing plan: The firm should use both mass media and

online platform to communicate to its potential customers.

The success of the company in marketing itself in china should be measured through the rate

of sales increase, reduction of costs, and profitability. The company also need to conduct a

consistent brand tracking to measure the rate of market penetration. Brand tracking is useful n

ensuring that the company get real time information on the performance of the brand.

Conducting a brand audit is also necessary to ensure that a brand is operating at its peak

performance and that is is differentiated from the products of the rival firms and also utilizing the

opportunities that arise in the competitive landscape.

The success of the company entry into the Chinese market shall be enhanced by staying

on the course. The program might be challenging in its initial stages but will be if Whole foods

stays on the course. Whole Foods also need to allocate resources for implementing all the

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necessary marketing tasks. The expenses should be counterchecked with the program budget to

control costs.

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