WholeFoods Analysis 6 (战略分析：美国天然健康食品市场).pdfVIP

To: John Mackey, CEO – Whole Foods Market, Inc. From: Re: Whole Foods Competitive Position and Analysis Date: January 26, 2011 Introduction Whole Foods Market is a multi-national retailer of organic and natural foods. According to the Organic Trade Association (OTA) and Nutrition Business Journal, the organic and natural foods industry’s revenue is currently approximately $26 billion in the U.S.1 2 and $71 billion worldwide . The OTA says that the organic and natural food category grew between 15% and 20% each year 3 through 2008 before being stifled by the economic downturn in 2009 with only 5.1% growth . Similar growth trends are expected for the next few years. With increased competition from more traditional grocers like Kroger and Safeway, as well as supercenters like Wal-Mart and Super Target, is Whole Foods’s fate in jeopardy? Competitive Position Whole Foods’s position in the organic and natural foods sector is dominant. With approximately 33.6% market share in the U.S. in 2010, no other single competitor comes close to 4 the organic food volume of Whole Foods . Exhibit 1 shows Whole Foods’s revenue and market share from 2003 to 2009. Since 1980, Whole Foods has concentrated on offering the highest 5 variety of organic and natural food products . With exception of Whole Foods, the organic and natural food market is fragmented with many customer buying channels. Competition exists from direct competitors like The Fresh Market, extended product offerings from traditional grocers and supercenters like Kroger and Wal-Ma