The history of Whole Foods clearly tells that within a short period Whole Foods has attained good reputation in the market. However, there are few issues found in the competitive strategy of Whole Foods on which the company needs to work.
Issues
Considering the need and awareness of organic food items, other than Whole Foods, there are companies that are providing organic food items to the potential customers. For that, these new companies are focusing on their effective marketing strategies. On the other side, it has been noticed that marketing strategies of Whole Foods are not much effective to target the new potential customers. The company is missing the chance to expand its market share. Moreover, it can be said that the bargaining power of Whole Foods is weakened whereas; the bargaining power of buyers is more strengthened. Therefore, the issue is that Whole Foods is not focusing on its new effective marketing strategy through which it can further enhance it brand.
• The best way to further promote Whole Foods to the customers is that the company should collaborate with the government to bring awareness to consumers related to the required certification on the organic products. The education programs will let consumers know the difference between natural and organic food and the standards and regulations to get the certified labels for real organic food that Whole Foods already have. It will protect Whole Foods from the threat of new entrants in the market.
• It is also recommended that the company should focus on the new and strong marketing strategies. The strategies should be designed to let people know more about the benefits and the high quality of organic food they are providing to improve the level of trust on Whole Foods.
• It should build strong customer relationship.
• It should enhance brand image.
• It should increase customer loyalty by providing them different benefits on purchase of organic food from Whole Foods.
