A market plan developed for Whole Foods Market to branch out into Singapore, complete with a market analysis, financial analysis, and recommendations.

1. WFM in Singapore
Group: Ammar, Angel, Muhammad, Huy
Professor: Paul Sarkissian
(Whole Foods Market Inc., 2016)
(Google., 2016)

2. WHOLE FOODS MARKET INC.
1980
2016
2003

3. operating
segment
450
WHOLE FOODS MARKET INC.
3 12 1
stores countries regions

4. SINGAPORE – MACRO
Demographic
• 1% YOY growth
• 97% literacy rate
• 50% 25-54 ages
Social/Cultural
• Open-minded
• Long-term oriented
• Multicultural Economic
• 3rd largest GDP
• 1.9% unemployment
• $4,000 disposable income

5. • Parliamentary democracy
• One of world’s least corrupted
GOV
SINGAPORE – MACRO
Technology
• Transportation
infrastructure
• Technology
diffusion rate
Politics
Regulations
• Trade-based
• Specific labeling needs
for imports

6. TARGET MARKET
Health-conscious Young
Professionals
• Age 20-40, urban living
• Mid—high income, gender neutral
• Post-secondary grads
• Seeking for a balance of work & life
• Health-conscious individuals & aspirationals
• High foreign brand association
• High spending in prestige & quality products
• High eating out frequency
• Highly involved in community projects & voluntary
work
DEMO.PSYCHO.BEHAV.

7. COMPETITORS
High%Unique%Organic%Product%Offering
High%
Convenience
Low%
Convenience
Low%Unique%Organic%Product%Offering
(FourSeasonOrganicMarket., 2016) (WholeFoodsMarketInc.., 2016)(SunnyChoice., 2016)(SuperNature., 2016)

8. FINANCIAL ANALYSIS
2017 (Year 1) 2018 (Year 2) 2020 (Year 3)
Sales Revenue $23 mil $36 mil $44 mil
Less returns $0.9 mil $1.2 mil $2 mil
Net Sales Revenue $22.1 mil $34.8 mil $42 mil
Less: COGS
COGS $16.796 mil $26.448 mil $31.98 mil
Gross Margin $5.304 mil $8.352 mil $10.08 mil

9. FINANCIAL ANALYSIS
2017 (Year 1) 2018 (Year 2) 2020 (Year 3)
Rent $4.352 mil $2.25 mil $2.25 mil
Advertising and Promotion $1.5 mil $0.31 mil $0.31 mil
Salaries $1.4 mil $0.71 mil $0.71 mil
Shipping costs $0.036 mil $0.036 $0.36 mil
Training costs $0.01 mil $0.001 mil $0.001 mil
Total Operating Expenses $7.266 mil $3.307 mil $3.307 mil
Income (Profit) Before Tax - $1.962mil $5.045 mil $7.49 mil
Less: Taxes
$0
$0.86 mil $1.27 mil
Income (Profit) After Tax - $1.962mil $4.185 mil $6.216 mil

10. RECOMMENDATIONS
Standardization & adapt
on specific areas
ProductPricePlacePromo.
• Initial store at prime location
• Everyday 365 Organic Products
• Unique organic product offering
• Similar to home country, (30-40%
markup)
• Social media + public transit display ads

11. THANK YOU

12. REFERENCES
3P Contributior. (2012, May 25). Whole Foods 365 Everyday Value: The Good, The Bad, and The Questionable . From Triple Pundit: http://www.triplepundit.com/2012/05/foods-365-everyday-value-good-bad-questionable/
Acosta, G. (2015, July 29). Whole Foods aims for more than 1,200 U.S. stores . From Retailing Today: http://www.retailingtoday.com/article/whole-foods-aims-more-1200-us-stores
Agriculture and Agri-Food Canada (AAFC). (n.d.). Market Overview Singapore. Retrieved from http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/agriculture-and-food-market-information-by-
region/southeast-asia/market-overview-singapore/?id=1418411806959
CIA. (2016). The world Factbook: Canada.
CIA. (2016). The World Factbook: Singapore.
Enterprise Canada Network. (2012). The food beverage market sector in Singapore. Retrieved from https://www.enterprisecanadanetwork.ca/_uploads/resources/The-Food-Beverage-Market-Sector-in-Singapore.pdf
EuromonitorInternational. (2015). Consumer Lifestyles in Singapore. Euromonitor International.
Expat Living Singapore. (2013, September 9). Supermarkets in Singapore: All you need to know about food shopping, prices and quality. Retrieved from http://www.expatliving.sg/Living_In_Singapore/settling_in/Supermarkets-in-
Singapore-All-you-need-to-know-about-food-shopping-prices-and-quality-26529.ece
Fair Disclosure Wire. (2015, Febuary 27). Whole foods market inc investor conference - final. From ProQuest: http://search.proquest.com.library.sheridanc.on.ca/docview/1663692107/A7E347CDAB634133PQ/66?accountid=3455
Forbes. (2015, February 18). Consumers want healthy foods and will pay more for them. Retrieved from http://www.forbes.com/sites/nancygagliardi/2015/02/18/consumers-want-healthy-foods-and-will-pay-more-for-them/#13c985a1144f
Greennet. (2012, April 21). Organic Market in Singapore : Present and Trends. Retrieved from http://www.greennet.or.th/en/article/1289
Hansell, S. (2014, October 25). Whole Foods Market Brand Audit . From Slide Share: http://www.slideshare.net/SherriHansell/whole-foods-market-brand-audit
Kowitt. (2015, June 11). With new "365" stores, Whole Foods goes on the attack . From Fortune: http://fortune.com/2015/06/11/with-new-365-stores-whole-foods-goes-on-the-attack/
Market Watch. (2016). Whole Foods Market Inc. . From Market Watch: http://www.marketwatch.com/investing/stock/wfm/financials
Myers, D. (2015, October 26). 10 Things You Didn't Know About Whole Foods 365 Products . From The Daily Mail: http://www.thedailymeal.com/eat/10-things-you-didnt-know-about-whole-foods-365-products
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Roberson, A., Zelezen, A., & Brahmava, A. (2016). Competitive strategy at Whole Foods Market . From Thunder Bird: http://www.thunderbird.edu/blog/faculty/washburn/2010/12/13/whole-foods-market-%25e2%2580%2593-competitive-
strategy
Smithson, N. (2015, September 18). Whole Foods Market’s Marketing Mix (4Ps) Analysis . From Panmore: http://panmore.com/whole-foods-market-marketing-mix-4ps-analysis
Statistics Singapore. (2013). Household Expenditure Survey. Retrieved from http://www.singstat.gov.sg/statistics/browse-by-theme/household-expenditure-survey
Sunny Choice Organics. (n.d.). SunnyChoice Organics. Retrieved June 22, 2016, from https://www.facebook.com/SunnyChoice/
Supernature. (2016). Purveyors of farm fresh, organic produce and gifts for healthy living. Retrieved from http://www.supernature.com.sg
Switzerland Global Enterprise. (2013, June). Food study Singapore June. Retrieved from http://www.s-ge.com/sites/default/files/private_files/BBK_Foodstudie_Singapore_June%202013_0.pdf
The Financial Times LTD. (2016). Whole Foods Market Inc. From The Financial Times: http://markets.ft.com/research//Markets/Tearsheets/Financials?s=WFM:NSQ&subview=CashFlow&period=a
Vault. (2016). Whole Foods Market, Inc. . From Vault: http://www.vault.com/company-profiles/retail/whole-foods-market,-inc/company-overview.aspx
Whole Foods Market . (N/A). Be Good To Your Whole Body with Private Label . From Whole Foods Market: http://www.wholefoodsmarket.com/blog/whole-story/be-good-your-whole-body-private-label
Whole Foods Market. (2016). ENGINE 2® PLANT-STRONG® PRODUCTS. From Whole Foods Market: http://www.wholefoodsmarket.com/about-our-products/product-lines/engine-2?page=2
Whole Foods Market. (2016). History. From Whole Foods Market: http://media.wholefoodsmarket.com/history/
Whole Foods Market. (2016). Media - Newsroom. From Whole Foods Market: http://media.wholefoodsmarket.com/fast-facts/
Whole Foods Market. (2016). OUR CORE VALUES . From Whole Foods Market: http://www.wholefoodsmarket.com/mission-values/core-values
Whole Foods Market. (2015, June 11). Our Family’s Getting Bigger . From Whole Foods Market: http://www.wholefoodsmarket.com/blog/our-familys-getting-bigger
Whole Foods Market. (2011). Premium & Organic Body Care Standards . From Whole Foods Market: http://www.wholefoodsmarket.com/blog/whole-story/premium-organic-body-care-standards
Whole Foods Market. (2016). Whole Foods Market® is America’s first national Certified Organic grocer . From Media - Whole Foods Market: http://media.wholefoodsmarket.com/news/whole-foods-market-is-americas-first-national-certified-
organic-grocer
Whole Foods Market. (2016). WHOLE TRADE . From Whole Foods Market: http://www.wholefoodsmarket.com/mission-values/whole-trade-program

13. REFERENCES
AGR Canada. (2014, June). Agriculture and Agri-Food Canada - Market Overview -Singapore. Retrieved from AGR Canada: http://www.agr.gc.ca/eng/industry-markets-and-trade/statistics-and-market-information/agriculture-and-food-market-information-by-
region/asia/market-intelligence/market-overview-singapore/?id=1418411806959
AngieKayExplorer, .. (2015, May 7). Review of Sunny Choice Vegetarian Eatery. Retrieved from Angie Kay Explorer: http://angiekayexplorer.com/2015/05/07/review-of-sunny-choice-vegetarian-eatery/
BMI Research. (2016, February 18). Strong Demand For Convenience In Mature Market . Retrieved from BMI Research: http://www.bmiresearch.com/news-and-views/strong-demand-for-convenience-in-mature-market
Euromonitor. (2016, April). Health and Wellness in Singapore. Retrieved from Euromonitor.
FourSeasonOrganicMarket. (2016). Home. Retrieved from Four Season Organic Market: http://www.fourseasonsorganic.sg/
Hansell, S. (2014, October 25). Whole Foods Market Brand Audit. Retrieved from SlideShare: http://www.slideshare.net/SherriHansell/whole-foods-market-brand-audit
Hobby Farms. (2009). Foraging for a Change. Retrieved from Hobby Farms: http://www.hobbyfarms.com/foraging-for-a-change/
Hofstede, G. (2015). Hofstede's Dimensions. Retrieved from https://geert-hofstede.com/singapore.html
IMF. (2016). World Economic Outlook Database. Retrieved from International Monetary Fund: http://www.imf.org/external/pubs/ft/weo/2016/01/weodata/index.aspx
Moove Media. (2016, 07 27). We Go bananas Packages . Retrieved from Moove Media: http://www.moovemedia.com.sg/wp-content/uploads/2016/07/WeGoBananas_Package_Sept_FA.pdf
SingStat. (2015). Latest Data. Retrieved from Statistics Singapore: http://www.singstat.gov.sg/statistics/latest-data#16
Sunny Choice. (2016). Our Products. Retrieved from Sunny Choice: http://sunnychoice.com.sg/products.html
Super Nature. (2016). Food & Fresh Products. Retrieved from SuperNature: http://www.supernature.com.sg/ourrange.php?cat=1
The Best in Singapore. (2016). Four Seasons Organic Market. Retrieved from The Best in Singapore: http://www.thebestsingapore.com/best-place/four-seasons-organic-market/
Thompson, J. (2009). Whole Foods makes £36m loss in Britain. Retrieved from The Independent: http://www.independent.co.uk/news/business/news/whole-foods-makes-pound36m-loss-in-britain-1766987.html
Whole Foods Market. (2016). Whole Foods Market History. Retrieved from Whole Foods Market: