Whole Foods Market, brand image analysis, organic food market, healthy food, case study, Amazon
In today's society, which is becoming more and more aware of environmental problems and of the need to be more environmentally-friendly, Whole Foods Market is at the center of attention with its offer of local, organic, healthy food. Making it one of the leaders on the market. You might remember them through their motto: "Whole foods, whole people, whole planet". Even though they are considered one of the leaders on the organic food market, they are still facing some difficulties which have an impact on their brand image.
[...] This should be amplified by their new mobile application with access to a loyalty program and other ways of making life easier. III. How can Whole Foods Market have a better brand image? The company's attitude towards employees and their work, spoils its image. If Whole Foods is positioning itself as truly progressive “green” and “peaceful”, then it should treat its employees and their working conditions accordingly, particularly after being bought by Amazon, which is seen as erasing the corporate culture of Whole Foods. [...]
[...] An adequate approach to organizational issues, the correct distribution of schedules for example, would eliminate injustice. It would also help employees get less tired, focus on their welfare and would significantly increase labor productivity and improve employees' loyalty to the company. In this situation, both parties would benefit. It is very important to listen to your employees, take note of their complaints, ensure the most comfortable environment for them, their wages should also match with the work they are doing. [...]
[...] Besides, the company ignores the Team members' complaints. As a consequence, many employees joined the union for Industrial workers of the world to protest against their working conditions and to be heard. Those are not the only negative aspects looming above Whole Foods Markets, compared to when they started, more and more competitors are entering the organic food's market with lower prices than the ones Whole Foods offers. Some of them are already renowned and established food retailers' chains who are looking into diversifying their products and attracting new targets as we can see with Target and Kroger. [...]
[...] Making it one of the leaders on the market. You might remember them through their motto: “Whole foods, whole people, whole planet”. Even though they are considered one of the leaders on the organic food's market, they are still facing some difficulties which have an impact on their brand image. Consequently, we decided to focus our analysis on their brand image. Firstly, we are going to talk about Whole foods' start, then how it became what it is today and finally we will mention ways in which they could improve. [...]
[...] Whole Food is ubiquitous regarding advertisement. They are present on TV, billboards but also on social media. They are mostly present on twitter with 4,4 million followers and Instagram with 3,2 million subscribers. Their followers' number being the result of them often posting pictures of dishes and recipes. They also do personalities endorsements, for instance with Jennifer Garner who is a great ambassador in the way she supports a healthy way of living. There are also known for their donations of of their after-Tax profits to charity organizations but that is not their only act of kindness. [...]
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