1. Define Whole Foods’ “product.” How does it deliver value to customers?
2. Organic food are becoming very popular. Many chains, including Wal-Mart, have begun offering and expanding their selection of organics. Does this pose a competitive threat to Whole Foods?
3. With respect to Whole Foods’ targeting and positioning strategies, what challenges will the company face in the future as it continues to grow and expand?
4. In some places, Whole Foods is commonly known as “Whole Paycheck.” While the firm has clearly positioned itself away from pricing issues, can it avoid this element of the marketing mix forever? Why or why not?
5. What other trends in the future of retailing do you think will have an impact on Whole Foods?

It’s tough to compete in the grocery business these days. What was once a landscape littered with hundreds of local and regional players has now become an industry dominated by the mega-chains. Wal-Mart, Kroger, and Safeway have each taken their own approach to expanding as far and wide as possible with one goal:
sell massive amounts of groceries to mainstream consumers at the lowest possible prices. Sure, there are still some small, regional grocers. But they exist mostly because some segment of customers wants to support local businesses. It’s getting harder and harder for such grocers to stay alive or avoid getting gobbled up by the big dogs on the block.