Whole Foods Case Analysis
Mission/External Analysis According to Whole Foods Market, Inc.'s Form 10-K from 2002, the company's "goal is to become an international brand synonymous with not just natural and organic foods, but with being the best food retailer in every community in which we are located." The vision of Whole Foods goes deeper than just being a successful grocery store. The company is dedicated to ultimately improving the world in general; it plans to do this by continuing to focus on its immediate visions, which include offering the highest quality of all-natural foods and nurturing a respectful, motivated workplace in which employees are treated fairly. The company's philosophy also includes the declaration that "companies, like individuals,
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It markets itself to its customers as a company mainly concerned with "promoting the vitality and well-being of all individuals." The main company logo is "Whole Foods, Whole People, and Whole Planet." Each area of this logo is an important part of Whole Foods' marketing plan as well as mission statement. "Whole Foods" is carried out by the company acquiring the highest quality food items and from suppliers, which claim to be the least processed, most flavorful and naturally preserved foods. "Whole People" refers to the company's employees. Whole Foods prides themselves on having a very motivated, respectful and fairly treated staff. "Whole Planet" symbolizes Whole Foods obligation to take part in their share of responsibility for the planet as a company. They carry this out by being active supporters of organic farming as well as promoting environment awareness. In 2004's fiscal year, less than .5% of total sales went to advertising and marketing costs. Whole Foods relies on its loyal customers to spread the word for the business. Rather than focus on community-wide advertisement, Whole Foods is focuses on a national brand-awareness marketing plan.
Financial Analysis Whole Foods outperforms its industry in all aspects of financial ratios including liquidity, profitability, debt and market value (Exhibit 3). To begin, the liquidity ratios of Whole Foods are on average 35% greater than that of the industry. This suggests that in terms of meeting