The assignment discusses the challenges faced by Whole Foods Market Inc in finding a suitable marketing strategy for its organic food products. The company has struggled to compete with mass market retailers and has alienated price-conscious shoppers due to its focus on high-end produce. Additionally, the company has had issues with negative price perception and developing a defensive strategy against lower-priced competition. After Amazon's acquisition of Whole Foods, the company attempted to change its price perception by lowering prices, but this approach was unsuccessful in disrupting new demographic areas and changing public perception.