Whole Foods Market Marketing Mix and Strategic Decisions

Principles and Practices of
Marketing PPM

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
Positioning of Whole Foods Market...........................................................................................3
Explaining marketing mix of WFM............................................................................................4
Reflecting on strategic decisions using Taught theory...............................................................6
Evaluating effectiveness of marketing efforts.............................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing management can be defined as a procedure which controls all marketing
related activities' and taking major decisions as to which strategies to be followed. The aim of
marketing mix is to attract customers to buy company products which will increase profitability
and market base of company. The present report is based on Whole Foods Market which has
seven stores in UK and sells fat free product, etc. The company entered UK market by acquiring
Fresh & Wild Stores in 2004. The report will reflect on company's position using Porter's
Generic strategies. Further, study will explain all the four P's of marketing mix (Product, Place,
Price & Promotion) which company uses for its positioning. In addition to this, report will
present a reflection on strategic decisions taken by firm and taught theories applied for effective
marketing. Lastly, report will also evaluate effectiveness of marketing efforts through Online
presence and key performance indicators.
Positioning of Whole Foods Market
Whole Foods Market is using differentiation generic strategy according to Porter's
Generic Strategies where it has separated itself from their competitors. Company's main selling
point is organic features of its products. Along with this, company targets all the market
segments by focusing on the consumers irrespective of age and gender. WFM is extensively
adopted this strategy, the result of which is visible from brand recognition and popularity of
company (Bazaluk and et.al 2020). Organization has implemented differentiation strategy to
enhance their product quality. Products are differentiated by using lesser artificial ingredients
and focusing on organic and real products to outshine competitors. Along with this, company has
also objective of expanding supply chain which involves increasing no. of farmers and producers
which should comply with standards of quality. Strict regulations are implemented and followed
by farmers and producers to ensure quality products are produced to maintain high quality
standards of company.
Company has adopted premium pricing strategy which has made its product expensive as
compared to Walmart and other rival firms. This pricing strategy has led company to pay
attention to maintaining quality standards which will allow customers to believe that WFM
products are worth buying. Company makes sure that it manufactures all product without any
violation of labour laws, human rights, etc.

Currently, company's strategic goal is to expand its market base by targeting on low to
middle class consumers and by increasing store footage. WFM will be launching affordable
brands of organic products and paying attention to providing tailor made offers to local
community.
Whole Foods Market has positioned itself as the healthiest, natural and organic food
supply among its rivalry firms. It is first “Certified Organic” grocery store in USA. Company is
the only food retailer which have all stores certified.
Explaining marketing mix of WFM
Promotion
Company does not like to promote its product via print or visual media and emphasize on
brand awareness to attract customers to stores and making them purchase. Company have a loyal
customer following which is very essential in today's competitive environment. WFM focuses on
word of mouth and social media tools to promote their products. Marketing efforts on online
platform such as Facebook, Twitter, Instagram, Pinterest, etc. have led to 11 million followers in
total. Facebook has been used extensively to engage customers by way of daily promotions,
contests and blogs. Corporate page on FB is asking “like” the page and get a coupon worth $10
or contests of recipes and beautiful dishes and local page is focusing on images and stories of
farmers, community events, etc.
Company has also focused on non-profit partnerships which improved the profitability
and company's position in market. Further, in store promotions with the help of banners and
signage is attracting local people with tore having their personal promotion practices. In addition
to all this, WFM has adopted combined efforts of advertising, Public relations & sales
promotion. National ad campaign like “Values Matter” outlines in depth purpose and objectives
of business (Mahmoud, 2018). It has also implemented various discount strategies to enhance
brand imagery and quality. All these promotional schemes have made company to stand out in
the market and give tough competition to rival firms. It has helped company to position itself in
market and increase the profitability levels. Further, online campaigns decided for particular
target market aids in capturing the customers and selling them goods and planning further how to
make potential customers the real customers for company.
Product