Case Study-Whole Foods Market

I. Sejarah singkat Whole Food Inc. Inc. Whole Foods Market merupakan pemimpin pasar dari supermarket makanan organik di dunia. Sampai dengan bulan September 2008, Whole Foods memiliki 264 toko di US, 6 di Kanada, dan 5 di UK. Pada tahun 1978, John Mackey mendirikan SaferWay store, dua tahun kemudian John Meckey melakukan merger dengan Clarksville Natural Grocery di Austin, Texas. Dari hasil merger tersebut kemudian terbentuklah Whole Foods Market pada tahun 1980. Pada tahun 1984, Whole Foods melakukan ekspansi ke Houston, Dallas, New Orleans, dan California. Pada tahun 2004, Whole Foods memasuki UK dengan mengakuisisi 7 toko makanan alami yang ada di sana. Tahun 2007, Whole Foods membuka toko seluas 80.000 kaki dengan tiga lantai di London Barat.

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1.

Customers : Dari misi di atas, dapat diketahui bahwa konsumen yang dibidik Whole Foods Market adalah konsumen yang sadar akan  pentingnya kesehatan kesehat an melalui konsumsi makanan. makan an.

2.

Produk atau jasa yang disediakan: Produk atau jasa yang disediakan yakni  berbagai macam bahan makanan organik/natural o rganik/natural terbaik. te rbaik.

3.

Market: Semua individu yang ingin meningkatkan vitalitas dan kualitas kesehatan.

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tersebut dapat memberikan gambaran singkat kepada pelanggan mengenai komitmen perusahaan terhadap konsumen. III. Identify External Opportunities and Threats 1. Opportunities: a. Permintaan tinggi terhadap produk organik menjadikan produk tersebut merupakan produk yang mengalami pertumbuhan cepat

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IV. Construct Competitive Profile Matrix (CPM) CPM digunakan untuk mengidentifikasi kekuatan dan kelemahan pesaing utama perusahaan dibandingkan dengan posisi strategis perusahaan. Whole Foods Market memiliki tiga pesaing utama yaitu Safeway, Kroger Critical Success Factors

Weight 0.0 – 1.0

Advertising

0.10

Safeway Rating Score 1-4 2

0.20

Kroger Rating

Score

3

0.30

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Key External Factor Rating

0.13

2

0.26

0.05

1

0.05

0.12

2

0.24

0.10

3

0.30

0.09

3

0.27

Opportunities

1. Permintaan tinggi terhadap produk organik  2. Ekspansi Whole Foods Market di UK  3. Pertumbuhan produk yang memiliki  private label  4. Isu lingkungan dan sosial 5. Isu kesehatan produk pangan

Weighted

Weight

Score

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dilakukan untuk menyediakan akses perusahaan ke pasar yang diinginkan . c. Portofolio produk yang luas, memungkinkan perusahaan untuk mengatasi

segmen

pelanggan

ganda.

Disamping

itu

juga

mengantisipasi permintaan pelanggan terhadap produk yang beragam maupun yang tersegmen. 2. Weaknesses

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Key Internal Factor Weight Strength

Rating

Weighted Score

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Strengths a. Pertumbuhan  pendapatan yang kuat

 b. Strategi  pertumbuhan yang

Weaknesses a. Ekspansi internasional yang lemah  b. Kebijakan iklan yang

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NO

1

INTERNAL

RATING

FINANCIAL POSITION (FP)

(1(1-7)

Peningkatan pendapatan sebesar 20,6% pada tahun 20072007-2008

6

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Segment Bisnis

1. Grocery store in organic foods

Revenues (millions)

$7,593

Percent Revenues

20,6%

Relative Market Share

22,75%

Relative Market Share Position

Industry Growth rate (%)

4,9%

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