Key Strategic Issues
As found scattered throughout this analysis, the primary issue facing WFM is the current pricing strategy. Currently, WFM is viewed as the high price grocer, regardless of the fact that they are also viewed as providing a far more superior product than all of their competitors. To break away from the “Whole Paycheck” image, WFM must find a way to reduce prices for the consumer. Ultimately, the reduction of product prices will bring in more of the main stream consumer and increase YoY revenue growth.
The second issue hindering WFM is their heavy reliance on the U.S. consumer. With product prices high and organic foods still viewed as discretionary spend; WFM is not diversified enough to handle an economic downturn. It
