This document compares the social media platforms of Whole Foods Market and The Fresh Market. It provides a brief history of each company and an overview of their goals and operations. It then analyzes each company's presence and tactics on platforms like Facebook, Twitter, LinkedIn, Instagram and Pinterest. While both companies utilize social media similarly given their comparable products, the document finds that Whole Foods demonstrates more advanced techniques, such as posting engaging videos on Facebook and leveraging hashtags. The Fresh Market could improve by increasing posts and interactions.
Whole Foods has experienced success over the past decade by establishing itself as the leader in the natural and organic food retailing industry. They currently operate 414 stores across North America and the UK. Their mission and strategies focus on profitability, community involvement, and an organizational philosophy of societal marketing. While demand for natural and organic products has increased industry growth, Whole Foods remains well positioned due to their reputation and loyal customer base. Their marketing objectives center on retaining customer loyalty by providing valuable healthy products and experiences.
The document discusses Whole Foods' social media marketing strategy. It outlines the demographics of Whole Foods customers, which tend to be college educated, urban dwellers interested in organic and sustainable products. Statistics provided include the number of US and international stores as well as follower counts for Whole Foods' main social media channels. The document also examines Whole Foods' core values and its use of owned, paid, and earned social media channels to engage customers. Examples of in-store marketing images from specific Whole Foods locations are presented, and the document concludes with a SWOT analysis of Whole Foods' social media presence.
Based on the analysis, the author believes Whole Foods Market (WFM) is a buy for long-term investors. The stock price could increase 48% to $55 per share within two years. While short-term results may be unpredictable due to competition, WFM's first-mover advantage, brand strength, and room for continued expansion outweigh the risks. Financial forecasts estimate 8-9% annual earnings growth through 2016, supporting the investment thesis.
Whole Foods Market was founded in 1980 in Austin, Texas and has since grown to over 300 stores in North America and the UK through both organic growth and acquisitions. It aims to be the highest quality natural and organic foods retailer through its core values of satisfying customers, supporting employees, and caring for communities and the environment. While it faces threats from increased competition and costs, its strengths in brand reputation, customer service, and private label products position it for continued success if it focuses on differentiating its high-quality offerings and finding strategic cost savings.
This document contains a strategic plan for Whole Foods Market. It includes sections on the team members, history of Whole Foods, current advertising examples, products and services offered, market assessment, competitive evaluation including a SWOT analysis, objectives and goals, target audience of UGA college students, and a positioning statement. The plan provides an overview of Whole Foods and outlines the key elements that will be considered in their advertising strategy.
This brand audit document for Whole Foods Market contains an overview of the company and its brand elements, attributes, target markets, distribution channels, and competitive landscape. It includes an analysis of Whole Foods' trademarks, logo, packaging, store environment, mission, marketing communications, suppliers, and competitors in both the natural/specialty foods retail sector and broader grocery retail industry. Key competitors analyzed include Trader Joe's, Wild Oats, Kroger, Albertson's, Safeway, Publix, and Walmart.
Whole Foods has experienced success over the past decade by establishing itself as the leader in the natural and organic food retailing industry. They currently operate 414 stores across North America and the UK. Their mission and strategies focus on profitability, community involvement, and an organizational philosophy of societal marketing. While demand for natural and organic products has increased industry growth, Whole Foods remains well positioned due to their reputation and loyal customer base. Their marketing objectives center on retaining customer loyalty by providing valuable healthy products and experiences.
The document discusses Whole Foods' social media marketing strategy. It outlines the demographics of Whole Foods customers, which tend to be college educated, urban dwellers interested in organic and sustainable products. Statistics provided include the number of US and international stores as well as follower counts for Whole Foods' main social media channels. The document also examines Whole Foods' core values and its use of owned, paid, and earned social media channels to engage customers. Examples of in-store marketing images from specific Whole Foods locations are presented, and the document concludes with a SWOT analysis of Whole Foods' social media presence.
Based on the analysis, the author believes Whole Foods Market (WFM) is a buy for long-term investors. The stock price could increase 48% to $55 per share within two years. While short-term results may be unpredictable due to competition, WFM's first-mover advantage, brand strength, and room for continued expansion outweigh the risks. Financial forecasts estimate 8-9% annual earnings growth through 2016, supporting the investment thesis.
Whole Foods Market was founded in 1980 in Austin, Texas and has since grown to over 300 stores in North America and the UK through both organic growth and acquisitions. It aims to be the highest quality natural and organic foods retailer through its core values of satisfying customers, supporting employees, and caring for communities and the environment. While it faces threats from increased competition and costs, its strengths in brand reputation, customer service, and private label products position it for continued success if it focuses on differentiating its high-quality offerings and finding strategic cost savings.
This document contains a strategic plan for Whole Foods Market. It includes sections on the team members, history of Whole Foods, current advertising examples, products and services offered, market assessment, competitive evaluation including a SWOT analysis, objectives and goals, target audience of UGA college students, and a positioning statement. The plan provides an overview of Whole Foods and outlines the key elements that will be considered in their advertising strategy.
This brand audit document for Whole Foods Market contains an overview of the company and its brand elements, attributes, target markets, distribution channels, and competitive landscape. It includes an analysis of Whole Foods' trademarks, logo, packaging, store environment, mission, marketing communications, suppliers, and competitors in both the natural/specialty foods retail sector and broader grocery retail industry. Key competitors analyzed include Trader Joe's, Wild Oats, Kroger, Albertson's, Safeway, Publix, and Walmart.
This document provides an analysis of Whole Foods Market in 2008, outlining their vision, core values, strategies, and organic foods industry. It discusses Whole Foods' vision to become a leading international brand for natural and organic foods retail. Their core values include selling high quality products, satisfying customers, supporting employees, creating profits, caring for communities/environment, and partnering with suppliers. Their growth strategy focused on acquisitions and large new store openings. Marketing emphasized education and community involvement. Operations were decentralized with an emphasis on quality and freshness.
Whole Foods targets active, health-conscious customers by selling natural body care products alongside groceries. Their Whole Body Premium Body Care soap is made with pure, environmentally-friendly ingredients to support customer well-being. While the soap costs $5-10 per unit, Whole Foods argues it is of higher quality than cheaper alternatives containing artificial ingredients. The soaps are promoted and sold exclusively through Whole Foods stores across the US using in-store product sampling and employee recommendations to complement advertising in health magazines and online.
Whole Foods Market Marketing Plan Meal Kit IndustryJoshua
Whole Foods is launching a culinary meal kit service to be offered through their grocery delivery in select cities. The meal kits will provide high quality, organic, locally-sourced ingredients and recipes. They will differentiate by offering reusable packaging, instructional cooking videos from celebrity chefs, a Jamie Oliver cookware line, and a monthly craft beer pairing subscription. The meal kits are aimed at younger, affluent customers interested in health, sustainability and cooking.
Whole Foods Market is a $9 billion industry leader in the grocery sector, operating 301 stores in North America and the UK. While some claim the recession and increased competition threaten Whole Foods, the document argues that Whole Foods remains financially healthy compared to competitors and continues growing sales. The "Whole Experience" of attractive stores, knowledgeable staff, and high-quality prepared foods and local suppliers keeps customers loyal and differentiates Whole Foods, so it should continue its successful strategy rather than pursue drastic changes.
Whole Foods Market plans to expand into Brazil and Italy. It currently operates 312 stores across the US, Canada, and UK, with annual revenues of $10.1 billion in 2011. Whole Foods is known for its high quality organic and natural products. To enter Brazil, Whole Foods will leverage the country's large agricultural industry and growing organic food market. A market analysis shows Brazil has low political risk and high economic growth, though inflation is a challenge. Competition in organic retail is moderate, and suppliers are plentiful.
Porter Five Forces Analysis of Whole Foods MarketTeresa Rothaar
This document analyzes Whole Foods Market using Porter's Five Forces framework. It finds that the biggest threats to Whole Foods are product substitution, supplier power, and competitive rivalry from other grocery stores expanding their organic/natural product offerings. Buyer power is also emerging as a threat as consumers choose lower-priced alternatives. Supplier power is also high as the natural/organic supplier industry consolidates, leaving Whole Foods with fewer supplier options and higher wholesale prices.
The document proposes a "Whole Foodies Membership Program" digital strategy to promote growth, communicate Whole Foods' brand, and advance its repositioning. The program would unite Whole Foods' existing social media, website, and mobile features into a single membership offering recommendations, budget/nutrition analysis, and local event updates. It aims to link online activities to purchases and drive revenue through personalized services and in-store promotion. Key goals are communicating Whole Foods' brand proposition and supporting its "Back to Basics" repositioning.
Whole Foods Market is a high performing company for four key reasons: 1) its strong brand recognition and excellent shopping experience, 2) its high food and product standards, 3) its focus on private label expansion through new 365 stores, and 4) its continuous new store openings. However, increased competition from other organic grocers and conventional retailers offering organic products at lower prices has led to four consecutive quarters of decreasing comparable store sales and margins for Whole Foods Market. The company faces both opportunities, such as growing global demand for organic food and availability of global supply, as well as threats, including other organic grocers and consumer trends pushing for lower prices.
This research report pits Whole Foods against Trader Joe's. It details consumers' perceptions around the two grocers and the value proposition and how well they deliver on it. The report also takes a look at how consumers feel about the idea of Whole Foods new 365 stores.
Whole Foods Market was founded in 1980 in Austin, Texas and has since grown to become the largest retailer of natural and organic foods in the United States. The company aims to set high standards for food retailers by providing the highest quality natural and organic products, satisfying and delighting customers, supporting team member happiness and excellence, and caring about communities and the environment. Whole Foods' core values include selling high quality natural and organic products, satisfying customers, supporting team members, creating partnerships with suppliers, and promoting health through education.
The document provides an overview of Whole Foods Market's strategic audit, including its current performance, strategic posture, board of directors, top management, and mission consistency. In 2006, Whole Foods experienced 19% sales growth to $5.6 billion in sales, improved cash flow to $453 million, and returned $358 million in dividends to shareholders. The board of directors includes internal and external members who provide experience to guide the company's mission to promote health and well-being through high quality organic foods.
Karen Franceschi is a highly experienced Vice President and General Merchandising Manager with over 25 years of experience in grocery, fresh, and health/beauty merchandising. She has a proven track record of consistently improving sales, profits, and operational excellence across multiple retail formats. Her core strengths include P&L management, talent development, and building high-performing teams. She is currently the VP, GMM for Grocery, Beauty & Health Care at Transform Holdco, where she has delivered significant profit growth through supply chain optimization and capitalizing on business opportunities during COVID-19.
This document discusses opening a Whole Foods Market store in Singapore. It provides background on Whole Foods as a company, operating in 12 countries with 450 stores. Singapore is analyzed as a potential market, noting its high literacy, GDP, and disposable income. The target market is identified as health-conscious professionals aged 20-40. Competitors like Four Seasons Organic Market and Sunny Choice are examined. Financial projections from 2017-2020 show increasing sales and profits. Recommendations include standardizing practices while adapting to local needs, starting with a prime location and emphasizing organic products through various promotional methods.
Whole Foods is the leading natural and organic supermarket, founded in 1978. It has grown to 264 stores in the US, 6 in Canada, and 5 in the UK, with $6.6 billion in annual revenues and 50,000 employees. While Whole Foods has strong brand recognition and product quality, its growth has been relatively slow and it faces threats from competitors expanding into organic products. The document analyzes Whole Foods' internal strengths and weaknesses as well as external opportunities and threats, and recommends the strategic plan of expanding into new markets through market development to address its weakness of being concentrated in the US market and pursue opportunities for growth.
Consumption behavior of fruit shake drinkers in Quezon CityGil Alfonso Jr.
The market research is about introducing a new brand of fruit shake that will serve the lower-end market. It includes comprehensive market research process; identifying existing brands; conducting market survey and generating possible market segments.
What is social media marketing? Why social media marketing and blogging is important for companies? How companies implement those strategies to better engage with customers?
Whole Foods Market faces strategic challenges including increased competition from mainstream grocery stores offering organic options, economic recession diminishing consumer spending, and the perception of high prices hurting sales. To address these issues, Whole Foods must reassess costs, refocus expansion, promote its brand emphasizing quality and value, and balance maintaining its mission while boosting awareness and sales. Whole Foods aims to strengthen its position through major restructuring and generating positive PR during the economic downturn.
Food and Beverage Company Growth Strategies (CAGNY 2015 Recap)Hamutal Schieber
Consumer and market trends in the food & beverage industry, as reflected by the CAGNY 2015 presentations. This presentation follows the CAGNY 2014 analysis by Schieber Research, available on SlideShare.
*Follow us for FMCG trends & innovations presentations, we would love to keep in touch!
The document describes The Fresh Market's "Inspiration Station" program. The program is designed to inspire customers and allow them to give back through recipe tastings, unique ingredient showcases, demonstrations from "Freshperts", and donations. It is part of the company's Shared Value Plan to create economic value, competitive separation, and social impact through customer engagement and promoting healthy eating. The plan includes implementing the Inspiration Station through dedicated staffing hours and leveraging sampling events to significantly increase product sales and generate positive word-of-mouth advertising.
The fresh food market visited Comet Hill Primary school and shared fresh fruits and vegetables with students on August 17th. Students learned that bananas are a type of herb and enjoyed a banana smoothie recipe shared by the market. The Grade 1/2 class thanked the fresh food market for their visit.
The document provides a pro-forma income statement and sensitivity analyses for a proposed delivery service business over 5 years. Key metrics like revenue, costs, margins, and their sensitivities to input variables are projected. The tornado diagram shows that revenue in year 5 is most sensitive to changes in $/transaction, number of transactions/year, and number of customers in service areas. Operating margin per order is most sensitive to $/transaction, cost of goods sold percentage, and delivery cost per order.
This document provides an analysis of Whole Foods Market in 2008, outlining their vision, core values, strategies, and organic foods industry. It discusses Whole Foods' vision to become a leading international brand for natural and organic foods retail. Their core values include selling high quality products, satisfying customers, supporting employees, creating profits, caring for communities/environment, and partnering with suppliers. Their growth strategy focused on acquisitions and large new store openings. Marketing emphasized education and community involvement. Operations were decentralized with an emphasis on quality and freshness.
Whole Foods targets active, health-conscious customers by selling natural body care products alongside groceries. Their Whole Body Premium Body Care soap is made with pure, environmentally-friendly ingredients to support customer well-being. While the soap costs $5-10 per unit, Whole Foods argues it is of higher quality than cheaper alternatives containing artificial ingredients. The soaps are promoted and sold exclusively through Whole Foods stores across the US using in-store product sampling and employee recommendations to complement advertising in health magazines and online.
Whole Foods Market Marketing Plan Meal Kit IndustryJoshua
Whole Foods is launching a culinary meal kit service to be offered through their grocery delivery in select cities. The meal kits will provide high quality, organic, locally-sourced ingredients and recipes. They will differentiate by offering reusable packaging, instructional cooking videos from celebrity chefs, a Jamie Oliver cookware line, and a monthly craft beer pairing subscription. The meal kits are aimed at younger, affluent customers interested in health, sustainability and cooking.
Whole Foods Market is a $9 billion industry leader in the grocery sector, operating 301 stores in North America and the UK. While some claim the recession and increased competition threaten Whole Foods, the document argues that Whole Foods remains financially healthy compared to competitors and continues growing sales. The "Whole Experience" of attractive stores, knowledgeable staff, and high-quality prepared foods and local suppliers keeps customers loyal and differentiates Whole Foods, so it should continue its successful strategy rather than pursue drastic changes.
Whole Foods Market plans to expand into Brazil and Italy. It currently operates 312 stores across the US, Canada, and UK, with annual revenues of $10.1 billion in 2011. Whole Foods is known for its high quality organic and natural products. To enter Brazil, Whole Foods will leverage the country's large agricultural industry and growing organic food market. A market analysis shows Brazil has low political risk and high economic growth, though inflation is a challenge. Competition in organic retail is moderate, and suppliers are plentiful.
Porter Five Forces Analysis of Whole Foods MarketTeresa Rothaar
This document analyzes Whole Foods Market using Porter's Five Forces framework. It finds that the biggest threats to Whole Foods are product substitution, supplier power, and competitive rivalry from other grocery stores expanding their organic/natural product offerings. Buyer power is also emerging as a threat as consumers choose lower-priced alternatives. Supplier power is also high as the natural/organic supplier industry consolidates, leaving Whole Foods with fewer supplier options and higher wholesale prices.
The document proposes a "Whole Foodies Membership Program" digital strategy to promote growth, communicate Whole Foods' brand, and advance its repositioning. The program would unite Whole Foods' existing social media, website, and mobile features into a single membership offering recommendations, budget/nutrition analysis, and local event updates. It aims to link online activities to purchases and drive revenue through personalized services and in-store promotion. Key goals are communicating Whole Foods' brand proposition and supporting its "Back to Basics" repositioning.
Whole Foods Market is a high performing company for four key reasons: 1) its strong brand recognition and excellent shopping experience, 2) its high food and product standards, 3) its focus on private label expansion through new 365 stores, and 4) its continuous new store openings. However, increased competition from other organic grocers and conventional retailers offering organic products at lower prices has led to four consecutive quarters of decreasing comparable store sales and margins for Whole Foods Market. The company faces both opportunities, such as growing global demand for organic food and availability of global supply, as well as threats, including other organic grocers and consumer trends pushing for lower prices.
This research report pits Whole Foods against Trader Joe's. It details consumers' perceptions around the two grocers and the value proposition and how well they deliver on it. The report also takes a look at how consumers feel about the idea of Whole Foods new 365 stores.
Whole Foods Market was founded in 1980 in Austin, Texas and has since grown to become the largest retailer of natural and organic foods in the United States. The company aims to set high standards for food retailers by providing the highest quality natural and organic products, satisfying and delighting customers, supporting team member happiness and excellence, and caring about communities and the environment. Whole Foods' core values include selling high quality natural and organic products, satisfying customers, supporting team members, creating partnerships with suppliers, and promoting health through education.
The document provides an overview of Whole Foods Market's strategic audit, including its current performance, strategic posture, board of directors, top management, and mission consistency. In 2006, Whole Foods experienced 19% sales growth to $5.6 billion in sales, improved cash flow to $453 million, and returned $358 million in dividends to shareholders. The board of directors includes internal and external members who provide experience to guide the company's mission to promote health and well-being through high quality organic foods.
Karen Franceschi is a highly experienced Vice President and General Merchandising Manager with over 25 years of experience in grocery, fresh, and health/beauty merchandising. She has a proven track record of consistently improving sales, profits, and operational excellence across multiple retail formats. Her core strengths include P&L management, talent development, and building high-performing teams. She is currently the VP, GMM for Grocery, Beauty & Health Care at Transform Holdco, where she has delivered significant profit growth through supply chain optimization and capitalizing on business opportunities during COVID-19.
This document discusses opening a Whole Foods Market store in Singapore. It provides background on Whole Foods as a company, operating in 12 countries with 450 stores. Singapore is analyzed as a potential market, noting its high literacy, GDP, and disposable income. The target market is identified as health-conscious professionals aged 20-40. Competitors like Four Seasons Organic Market and Sunny Choice are examined. Financial projections from 2017-2020 show increasing sales and profits. Recommendations include standardizing practices while adapting to local needs, starting with a prime location and emphasizing organic products through various promotional methods.
Whole Foods is the leading natural and organic supermarket, founded in 1978. It has grown to 264 stores in the US, 6 in Canada, and 5 in the UK, with $6.6 billion in annual revenues and 50,000 employees. While Whole Foods has strong brand recognition and product quality, its growth has been relatively slow and it faces threats from competitors expanding into organic products. The document analyzes Whole Foods' internal strengths and weaknesses as well as external opportunities and threats, and recommends the strategic plan of expanding into new markets through market development to address its weakness of being concentrated in the US market and pursue opportunities for growth.
Consumption behavior of fruit shake drinkers in Quezon CityGil Alfonso Jr.
The market research is about introducing a new brand of fruit shake that will serve the lower-end market. It includes comprehensive market research process; identifying existing brands; conducting market survey and generating possible market segments.
What is social media marketing? Why social media marketing and blogging is important for companies? How companies implement those strategies to better engage with customers?
Whole Foods Market faces strategic challenges including increased competition from mainstream grocery stores offering organic options, economic recession diminishing consumer spending, and the perception of high prices hurting sales. To address these issues, Whole Foods must reassess costs, refocus expansion, promote its brand emphasizing quality and value, and balance maintaining its mission while boosting awareness and sales. Whole Foods aims to strengthen its position through major restructuring and generating positive PR during the economic downturn.
Food and Beverage Company Growth Strategies (CAGNY 2015 Recap)Hamutal Schieber
Consumer and market trends in the food & beverage industry, as reflected by the CAGNY 2015 presentations. This presentation follows the CAGNY 2014 analysis by Schieber Research, available on SlideShare.
*Follow us for FMCG trends & innovations presentations, we would love to keep in touch!
The document describes The Fresh Market's "Inspiration Station" program. The program is designed to inspire customers and allow them to give back through recipe tastings, unique ingredient showcases, demonstrations from "Freshperts", and donations. It is part of the company's Shared Value Plan to create economic value, competitive separation, and social impact through customer engagement and promoting healthy eating. The plan includes implementing the Inspiration Station through dedicated staffing hours and leveraging sampling events to significantly increase product sales and generate positive word-of-mouth advertising.
The fresh food market visited Comet Hill Primary school and shared fresh fruits and vegetables with students on August 17th. Students learned that bananas are a type of herb and enjoyed a banana smoothie recipe shared by the market. The Grade 1/2 class thanked the fresh food market for their visit.
The document provides a pro-forma income statement and sensitivity analyses for a proposed delivery service business over 5 years. Key metrics like revenue, costs, margins, and their sensitivities to input variables are projected. The tornado diagram shows that revenue in year 5 is most sensitive to changes in $/transaction, number of transactions/year, and number of customers in service areas. Operating margin per order is most sensitive to $/transaction, cost of goods sold percentage, and delivery cost per order.
AmazonFresh has had success in Seattle but needs to expand to grow. Model A suggests refining the business model by bundling subscriptions, offering discounts, and marketing promotions. Model B argues expanding to New York City makes the most sense due to high demand from congested streets making grocery shopping difficult. While Los Angeles has lower costs, New York provides a huge opportunity. Model C says it is always the right time for Amazon to expand, and entering New York will help Amazon develop strategies to overcome challenges in other large cities.
The report analyzed internal customer data and external datasets to identify opportunities for AmazonFresh to expand. It identified 34 cities across 5 states that met the expansion criteria of high income households and population density over 600 per square mile. Consumer behavior analysis found that credit cards were the most common payment method and gift cards had minimal impact on sales. The report proposed expanding to the 34 identified cities, optimizing the credit card payment experience, building partnerships with credit card companies, and improving the gift card program.
This document provides an analysis of the financial statements of Heritage Foods Limited over a 4 year period. It discusses the company's profile, objectives, and growth. The methodology used ratio analysis to evaluate the company's liquidity, profitability, and efficiency. The analysis found that the current ratio was below ideal levels but improved in recent years, suggesting adequate but fluctuating liquidity. It concludes that ratio analysis is useful for decision making and provides suggestions such as maintaining standard current ratios and sufficient cash balances.
Presented by Pieter De Vuyst, Senior Research Manager at InSites Consulting on the eTrade Summit 2014 in Brussels (BE). InSites Consulting yearly investigate the intentions of the Belgian eCommerce market. They collect answers on the following questions: Which sectors are evolving fast? What does the consumer expect from you as a webshop or digital player and how does his online behaviour changes? Their last year score was 8,6/10. So, never change a winning horse. That's why they are back on our program.
This document is a final group report for an Amazon Farmers Fresh system developed as a group project. It includes an introduction describing the goals of developing an application similar to Amazon Fresh Farmers Market. It outlines the system design including block diagrams, schemas, and technologies used. It describes the object management policy including requirements analysis, functional requirements, development, and testing. It discusses how heavy resources like connections, messaging, and caching were handled. It provides implementation details on performance testing and mocha test cases. It concludes with screenshots illustrating various use cases and UI flows.
Amazon is considering launching a new grocery delivery service called Amazon Fresh. The key points from the document are:
1) The online grocery market is estimated to be $7 billion, but adoption rates are difficult to predict and will be the biggest challenge.
2) Profitability in online grocery is low due to intense competition and low grocery industry margins. Amazon Fresh would not be profitable for several years.
3) Top competitors include Walmart, Instacart, and traditional grocers moving online. Walmart and Instacart present the greatest threats due to price, delivery speed, and selection.
MauiService: B2B E-Commerce: Your Go-To Guide For A Successful B2B!Aya Sherif
Discover what you must know about B2B E-commerce, the 5 best ways for a suitable platform for your business needs and a bonus 13 specific B2B expectations.
How to Become a Thought Leader in Your NicheLeslie Samuel
Are bloggers thought leaders? Here are some tips on how you can become one. Provide great value, put awesome content out there on a regular basis, and help others.
This marketing plan aims to use social media and digital advertising to encourage more millennials to shop at Whole Foods Market. The plan focuses on creating informative video content for Instagram and TikTok to grow followers by 20% in the first month. It also aims to post 24 videos on TikTok by the end of the campaign. Advertising will be done on Amazon to target the 57% of millennials who are Prime subscribers, as well as on billboards which 71% of Americans look at. The budget allocates around $70,000 for Instagram and TikTok content creation and boosting, $20,000 for Amazon ads, and $120,000 for billboards. The goal is to inform millennials
Team Grow is a group of five Iowa State University students who have created Foodchange, an online food exchange platform and mobile application. Their goal is to reduce food waste by connecting those with excess food to willing consumers. Users can advertise extra perishable foods for sale on the platform. Interested buyers are then able to purchase these foods at reduced prices before they go to waste. The students aim to pilot the project in Ames, Iowa to curb hunger and food waste in their community.
Team Grow is a group of five Iowa State University students who have created Foodchange, an online food exchange platform and mobile application. Their goal is to reduce food waste by connecting those with excess food to willing consumers. Users can advertise extra perishable foods for sale on the platform. Interested buyers are then able to purchase these foods at reduced prices before they go to waste. The students aim to pilot the project in Ames, Iowa to curb hunger and food waste in their community.
Whole Foods Market 2010 How to Grow in an Increasingly Competit.docxalanfhall8953
Whole Foods Market 2010:
How to Grow in an Increasingly Competitive Market?
Patricia Harasta
Alan N. Hoffman
Bentley University and Rotterdam School of Management, Erasmus University
Reflecting back over his three decades of experience in the grocery business, John Mackey
smiled to himself over his previous successes. His entrepreneurial history began with a
single store which he has now grown to the nation’s leading natural food chain. Whole
Foods is not just a food retailer but instead represents a healthy, socially responsible lifestyle
that customers can identify with. The company has differentiated itself from competitors by
focusing on quality as excellence and innovation that allows them to charge a premium price
for premium products. This strategy has formed their success over the last 30 years but like
any success story there are limits to how far it can go before a new direction is needed so
that it remains successful for the next 30 years. While proud of the past, John had concerns
about the future direction Whole Foods should head.
COMPANY BACKGROUND
Whole Foods carries both natural and organic food offering customers a wide variety of
products. “Natural” refers to food that is free of growth hormones or antibiotics, where
“certificated organic” food conforms to the standards, as defined by the U.S. Department of
Agriculture (USDA) in October 2002. Whole Foods Market® is the world’s leading retailer of
natural and organic foods, with 193 stores in 31 states and Canada and the United Kingdom.
John Mackey, current president and cofounder of Whole Foods, opened “Safer Way” natural
grocery store in 1978. The store had limited success as it was a small location allowing only
for a limited selection, focusing entirely on vegetarian foods. John joined forces with Craig
Weller and Mark Skiles, founders of “Clarksville Natural Grocery” (founded in 1979), to
create Whole Foods Market. This joint venture took place in Austin, Texas in 1980 resulting
in a new company, a single natural food market with a staff of nineteen.
In addition to the supermarkets, Whole Foods owns and operates several subsidiaries.
Allegro Coffee Company was formed in 1977 and purchased by Whole Foods Market in
1997 now acting as their coffee roasting and distribution center. Pigeon Cove is Whole
Foods’ seafood processing facility, which was founded in 1985 and known as M & S Sea-
food until 1990. Whole Foods purchased Pigeon Cove in 1996, located in Gloucester, MA.
The company is now the only supermarket to own and operate a waterfront seafood facil-
ity. The last two subsidiaries are Produce Field Inspection Office and Select Fish, which
is Whole Foods’ West Coast seafood processing facility acquired in 2003. In addition to
the above, the company has eight distribution centers, seven regional bake houses and four
commissaries.
“Whole Foods Market remains uniquely mission driven: The Company is highly selec-
tive about wh.
QuicknGreen Natural Convenience Stores 2016 The Greening YearLenard Kritchman
This document provides a business plan for Quick n' Green, a proposed chain of natural convenience stores. It outlines the growing market for organic and natural foods as an opportunity. The founder, Lenard Kritchman, has experience owning natural food stores. Quick n' Green aims to be the "7-11 of natural foods" by offering a small, 2000 sq ft store format stocked with top-selling natural grocery, refrigerated, frozen and prepared foods. It will emphasize convenience while educating customers about healthy, green lifestyles. The plan details store operations, distribution, products, marketing and financial projections with the goal of raising $500,000 to open 2 initial locations within a year.
Whole Foods agreed to acquire Wild Oats for $565 million plus $106 million in debt. The FTC filed an injunction to block the merger, arguing it would reduce competition in the natural and organic grocery market. Whole Foods and Wild Oats were the two largest national chains competing intensely in many local markets, and a merger could substantially lessen this competition.
The document summarizes a discussion between participants of the Built Environment Cohort Call #2 on June 28. Key topics discussed include:
- The Food Trust's work in Philadelphia to increase access to healthy foods through programs like their healthy corner store initiative and farmers markets.
- Challenges securing long-term funding and approaches taken like partnering with hospitals to use community benefit dollars.
- Strategies used by The Food Trust to encourage corner store owners and children to choose healthy options.
- Open discussion of Albuquerque's mobile market program and challenges with data collection and privacy concerns.
The document analyzes the target market and advertising strategy for the organic baby food brand Once Upon A Farm. It identifies millennial parents ages 25-35 in San Francisco as the target audience. Research shows this group values organic, healthy options for their children. The document recommends advertising in two magazines, two TV shows, and using Google search terms. It analyzes why M Magazine and EatingWell are good fits due to their readership demographics aligning with the target. SuperNanny and Baby Daddy TV shows also align. The total media buy plan aims to reach the target audience through their various media consumption habits.
- Whole Foods Market wants to expand their campaign emphasizing price and value through in-store events at their new Post Oak location in Houston.
- Three alternatives are proposed: "Pieces to make the Whole" Drive-Thru, "Meat" the Chef event, and a Craft Beer + Food Pairing social gathering called "A Draught Pick."
- The recommended alternative is "Meat" the Chef, which would introduce customers to Whole Foods' 5-step meat sourcing process through cooking demos and samples from local chefs. This emphasizes the quality and value of Whole Foods' meat department.
Fair Trade and The Power of The Conscious ConsumerToby Kriwiel
"What is Fair Trade, and what does it mean to me?" Follow this SlideShare and finally get the answers you are looking for.
Fair Trade is a powerful, consumer-driven movement empowering people to change the world through their everyday purchases.
These slides were used in a presentation at "Wichitalks"... An event in Wichita, KS where speakers can share their passions through insightful, lightning-speed talks and connect more with the growing Wichita community.
Snap Kitchen is a national health food company based in Austin, Texas. The document analyzes Snap Kitchen's use of social media platforms like Facebook, Twitter, Instagram and their company blog to engage customers. It identifies best practices for each platform based on an analysis of Snap Kitchen's current social media usage. The author provides 11 recommendations for Snap Kitchen to improve engagement on each social media channel, such as posting more diverse consumer photos on Facebook, consistent blog scheduling, using more hashtags on Instagram and discussing brand topics more on their blog.
UV1019 Dec. 23, 2008 This case was prepared by C.docxdickonsondorris
UV1019
Dec. 23, 2008
This case was prepared by Chris Aprill (MBA �’08), Daniel Payne (MBA �’08), Stephanie Ring (MBA �’08), and
Kristin Strauss (MBA �’08), under the supervision of L. J. Bourgeois, the Paul M. Hammaker Research Professor of
Business Administration. Copyright 2008 by the University of Virginia Darden School Foundation,
Charlottesville, VA. All rights reserved. To order copies, send an e-mail to [email protected]
o part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in
any form or by any means�—electronic, mechanical, photocopying, recording, or otherwise�—without the permission
of the Darden School Foundation.
WHOLE FOODS MARKET AD WILD OATS MERGER
John Mackey, chairman, CEO, and cofounder of Texas-based Whole Foods Market, sat at
his desk, rubbing his eyes. It was April 23, 2008, over a year since Whole Foods announced its
intention to acquire Colorado-based Wild Oats Markets, its closest competitor, in February 2007,
and the acquisition was still in legal turmoil. After defeating an antitrust lawsuit filed by the U.S.
Federal Trade Commission (FTC), Whole Foods had moved forward with its acquisition of Wild
Oats in August 2007. But in October 2007, Mackey received word that the FTC had filed an
appeal with the U.S. Court of Appeals for the D.C. Circuit; however, nothing had been decided.
Despite the challenging regulatory environment, Mackey and his management team had
already begun integrating Wild Oats into Whole Foods. Of the initial 109 Wild Oats stores,
Whole Foods sold 35, closed 12, and converted one-third of the remaining stores into Whole
Foods outlets.1 Mackey had no idea how Whole Foods would �“undo�” the deal if the court did not
rule in its favor. Yet, even if Whole Foods won the court battle, the mounting legal fees and
potential distraction from operations was sure to have a negative impact on the benefits expected
from the $565 million deal. Now, as Mackey thought back to last February, he was uneasy about
the decision he and his management team had made to purchase Wild Oats. He was also unsure
how to react to the possible implications of the court�’s impending decision.
Whole Foods Company Background
In 1978, Mackey and his then-girlfriend Renee Lawson Hardy, both University of Texas
drop-outs, borrowed $45,000 to open a small natural-foods store named SaferWay in Austin,
Texas. After some initial success, in 1980, they partnered with Mark Skiles and Craig Weller,
owners of Clarksville Natural Grocery, to form the first Whole Foods Market. This first store
measured 12,500 square feet and had 19 employees, making it one of the largest health-food
1 Christopher Rugaber, �“Court Weighs FTC�’s Request to Halt Whole Foods Deal,�” Yahoo! Finance
http://biz.yahoo.com/ap/080423/whole_foods_transaction.html (accessed April 28, 2008).
For the excl ...
Similar to Cherf Whole Foods Market vs The Fresh Market (13)
2. The following brand comparison paper is going to illustrate the differences between Whole Foods Market and The Fresh
Market on social media platforms. A brief history and overview of each of the companies will be given in order to provide
further insight, along with a glance at the main goals of each company’s website. The platforms which contain the most
activity from both companies will be compared within this paper and include, Facebook, Twitter, LinkedIn, Instagram, and
Pinterest. There will be several different factors that will be measured on each platform to ultimately see which company is
more advanced in their techniques on social platforms. Both Whole Foods Market and The Fresh Market, use social
platforms very similarly given that they are very similar in the products they sell and how they desire to market themselves.
Overall, both Whole Foods Market and The Fresh Market are very present on social platforms; however, as one will see
throughout this paper, one company demonstrates that they are more advanced in this realm. After looking at the different
platforms belonging to both Whole Foods Market and The Fresh Market individually, it will be easier to determine ”Who has
the most “organic” social platforms?”
EXECUTIVE SUMMARY
VS.
3. In 1978, John Mackey, along with Renee Lawson desired to venture out and open a natural
food store; however, as it tends to be with opening most dream businesses, not having
enough money was a major issue. Together, the two were able to end up borrowing
$45,000 from friends and family. From the $45,000 borrowed, the natural food store,
SaferWay was opened in Austin, Texas as a play off of the American supermarket Safeway.
As time went on, Mackey and Lawson ended up being evicted from their apartment after
they had been caught storing food products for the store in the property and decided to live
at the store. In 1980, Mackey ended up merging with the owners of the Clarksville Natural
Grocery, which turned into Whole Foods Market on September 20, 1980. Just as business
seemed to be on its way, a giant flood came through Austin, Texas in 1981, which ultimately
cost Whole Foods Market $400,000. Eventually, with the help of others pitching in for the
costs of damages, the store was able to reopen.
HISTORY: WHOLE FOODS MARKET
4. Currently, Whole Foods Market is a publicly traded company that has grown to have around 91,000 employees
spread out among 431 supermarkets. Whole Foods Market states that they have the, “finest natural and organic
foods available, maintain the strictest quality standards in the industry, and have an unshakeable commitment to
sustainable agriculture.” Whole Foods Market has been the face of multiple attacks, whether it be the argument that
they only use “natural” as a marketing tool or promote their own brand at the expense of smaller or local brands.
Social media platforms have played a vital role in being a tool that the company can use to to communicate with
consumers what they really stand for. The products sold in Whole Foods Market stores are purchased from local,
regional, and international suppliers and vendors. Some regions have an employee whose job title is ”forager,” with
his or her sole purpose being to stock the stores with local products. In 2007, Whole Foods Market, launched the
Whole Trade Guarantee. The Whole Trade Guarantee works to emphasize the importance of ethics and social
responsibility regarding imported products. The company finds it important to make sure that they are paying fair
prices for crops, are buying from companies with environmentally friendly practices, and work to supply better
wages and worker conditions. Therefore, one percent of the proceeds from Whole Trade products go toward the
Whole Planet Foundation, which then supports programs in developing countries. Continuing its goal to be
environmentally friendly, in 2008, Whole Foods Market was the first supermarket in the United States to eliminate
plastic grocery bags.
COMPANY OVERVIEW: WHOLE FOODS MARKET
5. On March 8, 1982, in Greensboro, North Carolina, Ray and Beverly Berry put all of the money they
had saved in order to open a grocery store. However, the Berry’s wanted this grocery store to be
different than just any regular supermarket. The two set out to create a “fresh take on grocery
shopping.” The Fresh Market was created to replicate the idea of European-style markets. Both Ray
and Beverly Berry wanted the experience to be different at The Fresh Market. Products ranged from
“fresh cut flowers, fresh cut meats, fresh products... even free samples of fresh brewed coffee.”
They wanted to make sure the store would be personal and not commercialized. The store was
made to be inviting, yet have a rustic feel.
HISTORY: THE FRESH MARKET
6. Today, The Fresh Market has 170 stores that employs around 6,250 people. The Fresh Market is
a publicly traded company. As stated in the store name, The Fresh Market really prides itself in
working for everything to be very fresh. They also hold a large importance in each store having
each store be very personal and different in comparison to any regular grocery store, whether that
be in the way that they play classical music or have warm lighting to create the perfect ambiance.
The Fresh Market also holds a large emphasis on supporting local growers and charities. The
main goal is to focus on customers and their shopping experience. Food is displayed behind
glass so that consumers can see the freshness of the products they are about to purchase.
Among other awards, in 2013, The Fresh Market won the award for the “Best Bulk Foods
Retailer,” by the Bulk Green Council. This council works to educate consumers about the benefits
of buying food in bulk. The company also was named the “Natural and Organic Retailer of the
Year” by Grocery Headquarters Magazine. Overall, social platforms have provided a means for the
company to market to consumers the products they offer and standards of freshness they hold.
COMPANY OVERVIEW: THE FRESH MARKET
8. Whole Foods Market The Fresh Market
Facebook: 1,960,822 likes Facebook: 225,628 likes
Twitter: 4,810,000 followers Twitter: 19,600 followers
LinkedIn: 161,148 followers LinkedIn: 11,604 followers
Instagram: 958,000 followers Instagram: 9,619 followers
Pinterest: 285,289 followers Pinterest: 3,771 followers
HOW THE STATS LINE UP
9. Whole Foods Market has quite the website.
The layout is very simple and organized, yet
very appealing. All of the company’s social
platforms are listed and are linked from the
website, which creates easy access for
consumers. As pictured to the left, anyone
who visits the Whole Foods Market Website
instantly sees delicious food pictured. These
food pictures create the idea in consumer’s
minds that by shopping at Whole Foods
Market, they too can create a meal this
good to eat at home or pick up at the store.
Whole Foods Market also does a
phenomenal job of connecting consumers
on their social platforms, as pictured on the
bottom left, which will be discussed in
further detail later. Whole Foods also has a
mobile app consumers can download for
digital coupons, which is pictured bottom
right.
WEBSITE: WHOLE FOODS MARKET
10. The Fresh Market also provides a very simplified website
with all of their social platforms linked to make access
easy for consumers. As pictured on the top right, The
Fresh Market features Recipes, Ideas and Tips,
Information about the Community, and the Specials they
are running. The Fresh market provides an easy way for
consumers to plan meals. Through easy recipes being
provided, consumers realize it is possible for them to
replicate, and are more likely to purchase products at The
Fresh Market if that is where the recipe is from. There is
also a Weekly Newsletter consumers can sign up for on
the website for further information and tips.
WEBSITE: THE FRESH MARKET
11. There are a few main takeaways to gather from the Whole Foods Market
Facebook page. First, as pictured on the top left, Whole Foods Market
capitalizes on the way Facebook allows videos to easily be posted. As a
supermarket, Whole Foods is able to post demonstrational and
informational videos that are usually less than one minute that consumers
can tune into while browsing through Facebook. Some examples of the
videos the company posts include: “How to master an omelet” and “How
to keep Herbs Fresh.” Some of the videos, such as “Planning an Easter
Menu,” are even more detailed, which makes them a little longer. On top
of posting beautiful pictures of delicious foods, Whole Foods Market
works to respond to consumers. As shown in the bottom left pictures,
Whole Foods Market used the company Facebook page to clear up any
confusion about the company supporting Monsanto. They also
responded to a comment to help a follower find a recipe they had
posted. Because Whole Foods Market has been the subject of several
controversies, one of the main ways they can continue to thrive on social
platforms is by responding as much as possible to the people that visit
their company page. Whole Foods Market also created a Facebook
page for their Whole Planet Foundation that posts about the different
activities they are involved in through that foundation that are having a
positive impact, which was very smart on their end.
FACEBOOK:WHOLE FOODS MARKET
12. The Fresh Market uses Facebook as a social platform where they advertise the
different products they offer that consumers can buy, as pictured top right. The Fresh
Market also does a phenomenal job of listing the different specials they are offering in
the store for consumers to know what food they can buy and save money. The
company also does a good job of encouraging consumers to purchase products that
have been made in the stores. For example, as pictured, The Fresh Market, used
Easter to their advantage to market their coconut cake as something consumers
should pick up for their Easter dinner. The Fresh Market also lists a specific e-mail
dealing with social media on their Facebook, which is smart so that visitors can easily
get in contact with them dealing with social platforms. The company’s Facebook page
also contains an album of all different stores opening around the country. This can be
exciting for the people in that area, but not really for consumers not located nearby,
which could lead to a wasted post. Overall, after scrolling through The Fresh Market’s
Facebook page, one can see that the company has definitely improved its picture
quality, which is very important, especially for a company marketing pictures of food.
Some short videos about products are also posted every so often on the page, which
have also appear to have improved in quality. The company has a lot less visitors than
the Whole Foods Facebook page, and does not appear to interact with visitors at all.
Some type of interaction on Facebook is essential for a company to demonstrate they
care about what visitors are saying on their page.
FACEBOOK:THE FRESH MARKET
13. Next, are the “delicious tweets from Whole Foods.” As apparent in the top
right photo, Whole Foods Market does not shy away from posting photos
with almost 5,000 photos and videos posted. Because Twitter is a platform
that focuses on real-time posts, timing is everything. Whole Foods Market
makes sure to tweet suggestions based on the time of the day. For
example, the company will tweet different breakfast ideas around the times
people are waking up on a Saturday morning in order to catch people at the
time they are about to make a Saturday morning breakfast. Or better yet,
wouldn’t the perfect alternative be to drive consumers to the store to buy
their Saturday breakfast food? One way Whole Foods Market could use
Twitter for further marketing, would be to tweet specials that would only last
for a certain amount of time to drive more traffic. People would be more likely
to follow their tweets if they knew they could get certain specials, which
would then lead to a greater likelihood for them to come to the store. Many
different hashtags are also used on the Whole Foods Twitter, as seen to the
right. Hashtags such as #Easter and #brunch, could lead to more site traffic
based on people looking for Easter Brunch ideas. Because Twitter does not
allow for too many characters to be posted, Whole Foods makes sure to link
recipes on the photos they post so that visitors can easily access more
detailed instructions and are also directed to the Whole Foods Market
website.
TWITTER: WHOLE FOODS MARKET
14. Fully filled with alliterations would be one way to describe The Fresh Market Twitter. Some examples, as seen pictured top
left, include Fish Fridays, Perfect Pairings, and Fresh Finds. These are a cute way to gain consumer’s attention and make
products offered easy for them to remember. The Fresh Market does use the occasional hashtag, however the company
could definitely improve by using them more often in posts to drive some more traffic. Also, the pictures that The Fresh
Market posts are very colorful and look delicious; however, they only have around 800 photos and videos posted. They did
join Twitter 2 years after Whole Foods Market, but a little increase in posts would not be a bad idea for The Fresh Market.
Within the posts that The Fresh Market does make, the company does feature neat graphics to grab the attention of
followers, such as the March Madness post pictured top middle. They also include recipe links within their tweets, which is
really wise and leads traffic to their website. The final thing The Fresh Market does a really good job with on Twitter is
retweeting tweets that the products they sell post. This creates variety on the page and shows that they really believe and
support the brands they choose to sell.
TWITTER: THE FRESH MARKET
15. Moving to a more professional platform, Whole Foods Market, uses
LinkedIn to talk about the different organizations they are involved with,
the new locations they are opening, and showcase the different
awards they have won. The company’s page is simple, yet very
professional. There are not too many pictures posted, rather the
company uses the platforms to post about different job openings they
have within the company. Overall, Whole Foods Market does a good
job on LinkedIn in the way that they post on the platform about who
they are as a company, but could be a little more active on the
platform. For example, the company could post about the positive
influence the Whole Planet Foundation has made to further the
corporate social responsibility they are fulfilling.
LINKEDIN: WHOLE FOODS MARKET
16. The Fresh Market also uses LinkedIn in a very
professional sense, which includes using the
platform to advertise about possibly working for
the company and talking about the different
organizations they are involved with. The Fresh
Market could definitely use the platform for their
advantage a little more by having the space
provided talk about the goals and beliefs of the
company in further detail. The Fresh Market
works to reach followers by posting encouraging
quotes called “Inspiring Success” on the
platform. They also encourage others to tag
friends in posts, which leads to more traffic on
the platform. One of the most unique things that
The Fresh Market uses LinkedIn for is to
showcase specific stories of employees working
for The Fresh Market. This makes the company
more humanized and shows that they really care
for their employees by taking time to post their
personal stories on the company’s platform.
LINKEDIN: THE FRESH MARKET
17. A major key in having “organic” social platforms is to not
reuse the same material on each platform. One way that
Whole Foods Market does a great job making sure to
avoid that is by the use of the hashtag #Foods4Thought.
The company encourages followers to post pictures with
that hashtag and Whole Foods may re-gram the post.
The pictures with the hashtag range from meal ideas to
super artsy pictures of a bottle of tea perfectly placed
outside. Overall, this encourages consumer participation
and creates excitement. This method leads others to the
company’s page when they see the posts and tags that
people post. Whole Foods also asks questions at the
end of posts so that followers can respond. One
downfall of that is that Whole Foods does not seem to
really respond to the answers they receive, which would
also be hard to keep up with. The continuation of linking
recipes to the pictures is a great way to drive people to
the Whole Foods website, and hopefully leads to more
buyers of the products to make the recipes. Also,
because the pictures that the company posts look so
delicious, people actually desire to learn how to make
the food themselves.
INSTAGRAM: WHOLE FOODS MARKET
18. Similar to Whole Foods Market, The Fresh Market
also makes use of hashtags on Instagram to drive
traffic. They encourage the use of the hashtag
#FreshFinds to be used by people to post a picture
of the items they have bought at The Fresh Market.
The Fresh Market posts delicious pictures of food,
however they post the recipie directions on Instagram
with the picture. A link should be posted to minimize
text and also draw people to the company website.
The Fresh Market also has included short, cute
videos on Instagram, such as one featuring different
dips that could be made to eat while watching March
Madness. The Fresh Market is strategic in the way
that they take advantage of different holidays to base
their posts around. They even post on National Chip
Day, which only a grocery storewould be able to get
away with!
INSTAGRAM: THE FRESH MARKET
19. Consisting of 32 different boards ranging among all
different topics, Whole Food’s Pinterest Board is
absolutely stunning. Some of the boards filled with
breathtaking pictures include Spring and Easter
Recipes, DIY Weddings, Information about Pollinators,
and other various recipe boards. Some of the boards
are very relevant to the season, which conveys to
followers that Whole Foods Market works to keep the
page up to date. Keeping consistent with other social
platforms there is also an entire board dedicated to
the Whole Planet Foundation. Whole Foods Market
does repeat some of the stuff they put on Pinterest on
other platforms, however, they also work to offer
different things as well. Once again links are provided
for recipes, which lead visitors to the Whole Foods
Market website. Overall, the company’s Pinterest is
very organized and allows followers to dream about
being able to cook wonderful meals, but the
instructions provided also make that dream a reality.
PINTEREST: WHOLE FOODS MARKET
20. Keeping up with the Whole Foods Market Pinterest page, The Fresh
Market’s Pinterest is also made up of 32 different boards. However, the
boards they offer are different. Some include Meatless Mondays, Fresh off
the Grill, and Gluten Free recipes. The Fresh Market also has the page
organized very well, provides links for recipes that lead to The Fresh
Market website, and works to use holidays and seasons to somewhat
guide them when creating boards. The Fresh Market chose to keep the
trend of the hashtag #FreshFinds on their Pinterest which leads to a lot of
repetition between social platforms.
PINTEREST: THE FRESH MARKET
21. In conclusion, this analysis was designed to provide a “whole”some and ”fresh” take on the social platforms belonging to two
similar companies. Both Whole Foods Market and The Fresh Market do a wonderful job of marketing the products they sell
and the recipes that can be re-created through purchasing items from their stores. The pictures they post on social platforms
look delicious, which makes the products attractive to consumers. The companies also both work hard to promote the items
they sell as being beneficial to consumers. However, there is one company that is currently more advanced on social
platforms. Based on the enormous number of followers they have gained, the consumer interaction they work to engage in,
the perfect timing of the posts they make, and how successful they are at posting about the company goals and what they
are involved with, Whole Foods Market, proves that they are ahead of The Fresh Market in the way that they have
”organically” developed their social platforms. Whole Foods market works to fulfill a corporate social responsibility beyond its
competitors. This includes creating programs like the Whole Trade Guarantee to make sure the company is operating fairly
and working with other companies that operate fairly or working to better the environment by simply eliminating plastic bags at
their stores. Whole Foods Market has also demonstrated maturity in the way that instead of making themselves the victim in
the face of attacks on their company, Whole Foods goes out of their way to defend themselves, by proving how they are
being honest and holding up the corporate promises they have made. For The Fresh Market to essentially catch up to Whole
Foods on social platforms, the company could use more hashtags within their post, create a greater difference in material
posted among platforms, and use their platforms to talk more about the positive influence the company is having in certain
domains and what they are involved with. The Fresh Market should also work to engage and respond to visitors that post on
their different social platforms. These small initiatives could ultimately lead to a greater number of followers and more
involvement on their platforms. For Whole Foods Market to maintain their lead the main thing they need to do is continue in
the posts they have been making, but grow even stronger in their consumer engagement on social sites.
Who has most “organic” social platforms?