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Marketing Plan for a new Organic goods company - Assignment Example

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Summary
Whole Foods Market: UK 1.0 Executive Summary Whole Foods Market, Inc. is a U.S. based supermarket chain that markets fresh organic food. The company is pretty successful in its home market but its UK operations are not generating the desired results. The present paper chalks out a marketing plan for Whole Foods Market in UK…
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Marketing Plan for a new Organic goods company

Download file to see previous pages... An attempt has been made to project the likely inflows of the company under three different scenarios; pessimistic, optimistic, and realistic. Finally the paper refers to the controls Whole Foods needs to be put in place to achieve success in UK. 2.0 Situation Analysis Whole Foods Market, Inc. (hereafter referred as Whole Foods) is a foods supermarket chain based in Austin, Texas. The company’s net sales have consistently increased over the last few years. The company generated net sales of $11.7 billion in 2012, up from $ 8 billion in 2008. During the same period the chain’s operating income spiked from $236 million to $744 million. Whole Foods also managed to keep its identical store sales growth at 8.4 percent in 2011 and 2012 (Whole Foods Market, 2013). Whole Foods continued to grow its operations at a decent pace in 2012. It opened 25 new stores and forayed into eight new markets. On a cumulative basis, the food chain expanded its square footage by 8 percent to 12.7 million. While the overall financial results look healthy, Whole Foods is encountering some problem in its UK operations and has incurred losses in that country. Whole Foods is however confident of reversing its fortunes in UK despite the tough trading conditions. As of now, Whole Foods has seven stores in UK. It intends to open few more in the near future (Best, 2012). 2.1 PESTEL Analysis The PESTEL analysis of UK suggests that the overall business environment in UK is favorable for Whole Foods. At this juncture, the political stability in the country is an issue. However, this concern is mitigated as the government is pro-business. The UK economy is not in the best of shapes; however this too appears to be a passing phase. The healthful food options of Whole Foods appeal to all social classes. The company’s products may also help reduce the incidence of obesity in the country. In general, the technological and environmental forces represent an opportunity for Whole Foods since the company is in a position to embrace new technology and strengthen its sustainability programs. A detail of the various macroeconomic forces and their impact on Whole Foods is given in Appendix 1. 2.2 SWOT Analysis Opportunities Threats Strengths The company deals in organic food which is more healthful than inorganic food. The growing awareness about the health benefit means that the demand for the products of Whole Foods Market will not decline. One of the biggest strengths of Whole Foods Market is its compensation structure. The company pays its employees really well. This strength will enable the company attract the talented workforce in U.K. Organic food is more expensive than inorganic food. Whole Foods Market can still convince the customers to buy the products of the company given its highest commitment to quality, sustainability and welfare of the community. Food-consciousness is not high in UK. Whole Foods Market can bank on its rich experience and replicate its successful U.S. model in UK as well. Whole Foods has a reputation of delivering high-quality, nutritious food. Thus it will be able to create demand for its products in UK where consumer awareness is lacking. Weaknesses The high price of the products tends to put off many consumers. Whole Foods however strives to work efficiently and maintain the freshness of ...Download file to see next pagesRead More
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