Whole Foods Market China entry

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A presentation I made for a group project in Marketing in China course in City University of Hong Kong.

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Whole Foods Market China entry

  1. 1. Wednesday, December 21, 11
  2. 2. AGENDA BACKGROUND SITUATIONAL ANALYSIS RECOMMENDATIONSWednesday, December 21, 11
  3. 3. YES NO Nutrition Artificial Preservatives Freshness Colours Appearance Flavours Taste SweetenersWednesday, December 21, 11
  4. 4. VALUES Selling the Highest Quality Natural and Organic Products Available Satisfying and Delighting Our Customers Supporting Team Member Happiness and Excellence Creating Wealth Through Profits & Growth Caring about our Communities & Our Environment Creating ongoing win-win partnerships with our suppliers Promoting the health of our stakeholders through healthy eating educationWednesday, December 21, 11
  5. 5. SITUATIONAL ANALYSISWednesday, December 21, 11
  6. 6. POLITICAL ECONOMIC SOCIAL TECHNOLOGICALWednesday, December 21, 11
  7. 7. POLITICAL ECONOMIC SOCIAL TECHNOLOGICALWednesday, December 21, 11
  8. 8. POLITICAL ECONOMIC SOCIAL TECHNOLOGICALkey is trustWednesday, December 21, 11
  9. 9. POLITICAL ECONOMIC SOCIAL TECHNOLOGICALWednesday, December 21, 11
  10. 10. CONSUMER ANALYSISWednesday, December 21, 11
  11. 11. THE OVERALL SPENDING ON FOOD FROM 2004 TO 2009 HAS INCREASED BY ALMOST 18%Wednesday, December 21, 11
  12. 12. 30% AVERAGE ANNUAL GROWTH RATE OF CONSUMPTION BETWEEN 2006 AND 2010Wednesday, December 21, 11
  13. 13. FOOD SAFETY CONCERNSWednesday, December 21, 11
  14. 14. ORGANIC FOOD CONSUMER PROFILEWednesday, December 21, 11
  15. 15. # OF OUTLETS SELLING ORGANIC FOOD IN CHINA ALMOST DOUBLED FROM 2008 (264) TO 2010 (500)Wednesday, December 21, 11
  16. 16. -Not certified as-Organic-certified organic by official-Wide targeting standards -Substantial market-Organic food takes -Customer base share60% of sales consists of foreigners -Strong foundation-Young company only -Young companyWednesday, December 21, 11
  17. 17. SUBSTITUTES (HIGH) Buyer switching costs is low Relative price performance of substitute is high Number of substitutes available is high NEW ENTRY (LOW) RIVALRY (MEDIUM) BUYERS (LOW) Certificate needed Powerful competitive strategy Look for value for the money Strong brand/reputation needed Number of competitors is low Buyer’s volume is low High costs and capital requirements No big product innovations SUPPLIERS (HIGH) Limited number of suppliers Product quality highWednesday, December 21, 11
  18. 18. PLACEWednesday, December 21, 11
  19. 19. PRICEWednesday, December 21, 11
  20. 20. PROMOTIONWednesday, December 21, 11
  21. 21. PROMOTION PROMOTING HEALTHY LIFESTYLEWednesday, December 21, 11
  22. 22. CELEBRITY ENDORSEMENT Zhou XunWednesday, December 21, 11
  23. 23. CELEBRITY ENDORSEMENT Huang Xiao MingWednesday, December 21, 11
  24. 24. CSR FOUNDATIONSWednesday, December 21, 11
  25. 25. PROCESSWednesday, December 21, 11
  26. 26. THANK YOU Q/AWednesday, December 21, 11

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