Whole Foods : Human Capital Competitive Advantage

Trader Joe’s has great workforce management practices and its employees enjoy what they do. They have cheerful attitudes and are more than willing to assist customers with anything in the store. Trader Joe’s employees are engaged in conversation with the customers that shop in the store and make the customers aware of any new or exciting products from them to try. The positive behavior of these employees is due to the compensation and benefits each employee receives, which is far more competitive than other grocery food stores. Trader Joe’s has also created an environment where employees feel valued and know their opinions matter to the growth of the

Whole Food’s belief is treat an employee well and watch your profits soar. Whole Food’s belief

A target market is a group of customers a company has decided to ultimately aim its marketing efforts towards. Whole Foods has two different target market groups that regularly shop at their establishments. The first is the primary group that ranges in age between 22-40 years old men and women with college educations who care deeply about the sustainability of the earth and favor all-natural goods. These people truly believe in the entire brand experience and make shopping at a health food store a lifestyle decision.

Whole Foods Market, Inc. (WFM) lives through their motto of “Whole Food, Whole People, Whole Planet.” WFM opened their first store in Austin, Texas with 19 employees in 1980. Today, WFM has 311 stores in the US, Canada and the UK, and employs more than 72,700 employees. Whole Foods Market is one of the largest natural and organic food retailers in North America. WFM has grown to its size today mostly through mergers and acquisitions of such brands as Bread and Circus and Natures Heartland. In 2011 and 2012 Whole Foods Market was added to the Fortune 100 “Best Places to Work” list. Fortune Magazine (2012)

Whole Foods is a great example of democratic approach to store operation. In this organizational environment all team members have the ability to insert their input in decision making that affects their product/service area in addition to having input in store matters as well. Whole Foods has a stringent screening process potential employees are put through to ensure that the applicant is a good fit for the organization. Once an applicant is hired, they are assigned to a team and team leader, who then train the new team member to be knowledgeable on the product/service they are assigned to. Additionally, they are also trained on providing friendly customer service. Due to Whole Foods approach to using workplace democracy, it has created a positive

As with other superstores, Whole Foods offers a variety of products to their customers. These products include organic and natural foods of all sorts, body care items, and household care items (“Grocery”, n.d.). As with other grocery stores, these products are organized based on the category they fall into, as well as if they fit a certain dietary requirement (e.g. dairy, meat, cleaning products, vegan, gluten-free, etc.). The output efficiency is measured as with most companies by the profit brought in by each division. This past year (2013), sales improved to $1.29B from $1.17B in 2012, net profit improved from $466K to $551K with the net profit ratio improving from 3.98% to 4.26% (Yahoo! Finance, 2014). Additionally, Whole Foods’ return on assets improved to 4.26% from 3.98% in 2012 (Yahoo! Finance, 2014). All of these numbers show that Whole Foods is capitalizing on its momentum and continuing the success they’ve had in previous years. Another performance

Whole Foods definitely uses human capital as a competitive advantage in multiple aspects of the company business model. Whole Foods built the foundation of their business model around quality, empowered employees. These employees are the key to the unique experience that defines the company and the source of their primary competitive advantage in the marketplace. This competitive advantage is framed around the concepts of human capital value, human capital rareness, and human capital imitability (Hitt, Miller & Colella, 2015). Whole Foods human capital value is represented by knowledgeable, capable employees empowered to champion the overall strategy of the company and make decisions at the lowest level to ensure a great product and customer experience (Hitt, Miller & Colella, 2015). Human capital rareness is demonstrated by the emphasis placed on sourcing, interviewing, and hiring practices. This ensures Whole Foods hires the unique employee that will champion the quality of their product line as well as the front-line face of the company to customers. Regarding human capital imitability, Whole Foods overall human capital focus and packaging makes a formidable task for competitors to replicate. From the overall compensation package, degree of employee input and interaction, benefits structure, bonus program, and overall company environment, Whole Foods ensures that sourcing and retention of employees provides a definite advantage (Hitt, Miller & Colella, 2015).

The purpose of this paper is to provide a preliminary internal look at Whole Foods Market, which was ranked 44th last year as Fortune’s Top 100 Companies to Work For. And even though the company is ranked 44th on Fortune’s top 100 and 218th on Fortune’s 500 top companies, they have remained in Fortune’s rankings consecutively for the past 18 years. This paper will offer a look at the organization’s vision, mission, and core values, as well as its’ major strategic objectives. I will also determine how and in what ways the theory of Full Range Leadership Development can support the core principles of Whole Foods Market’s strategy.

Whole Foods’ incredible rise over the past 34 years serves as evidence of their considerable ability to create a strategy and successfully execute it. Whole Foods differentiated itself by becoming the first Certified Organic grocer in the United States (1) and has stuck to the strategy of selling consumers organic and natural products. The successful execution of this strategy has allowed them to charge a premium for their products giving them higher net margins than nearly all of their competitors. (2) Their ability to earn such premiums has attracted the attention of industry incumbents who are now attempting to lure the increasingly health-conscious consumer with their own expanded offerings of organic and natural foods. For Whole Foods Market to retain their ability to earn such impressive premiums and sustain their growth they will have to execute on their strategy with even greater precision. “No firm can succeed for long without an intense focus on execution. Average executors are average performers, and poor executors risk decline and failure.” (3)

Whole Foods Market was founded 1980 in Austin, Texas by three businessmen who felt that the natural food industry was ready for a supermarket setup. Two separate individual companies, Safer Way Natural Foods and Clarksville Natural Grocery, formed Whole Foods Market. After 27 years of operation, the company has come a long way. Today Whole Foods Market is the leading retailer of natural and organic foods, with 194 stores/locations in the United States, Great Britain, and Canada (wholefoodsmarket.com). The company has been in the Fortune Magazine's "100 Best Companies to Work for" every year since the list was made up in 1998 (2007 ranked 5th). The cofounder and CEO, John

Teamwork is important factor, because without social capital an employee will not become a benefit to the company. Whole Foods offer human capital because of the shared knowledge due to training and other qualifications that begin with the hiring process (Kreitner & Kinicki, 2013). Managers that are selected with potential value to operate very functional is a quality that Whole Foods possess. These are all valuable factors when considering employment at Whole Foods. Overall Whole Foods offer that level of employee satisfaction that is very motivating and compelling to be a part

Whole Foods' utilizes a differentiated strategy, focused on organic and natural foods. This distinguishes them from mainstream grocery competitors, and puts them into competition with other specialized grocery outlets (Urani, 2008). This differentiation, combined with more traditional grocery industry size and operations, gives the company an advantage over most of its competitors.

Marketed as ‘America’s healthiest grocery store’ the company has successfully grown to 408 stores across the world with sales of $14 billion in 2014 (Whole Foods Market, 2015). The firm is positioned as an upmarket grocery due to the emphasis on natural, organic origins, and as a result are able to charge a premium for their products. Through efficiently running its operations and stores, Whole Foods are able to maintain healthy 4.02% profit margins (Financial Times, 2015) and operating margins well above the American grocery store industry average at 6.58% (Bloomberg, 2015). Looking at 2015’s quarter 1 figures it is clear to see that Whole Foods have had a hugely successful year with sales of $4.7 billion, up 10% from the same period last year. Furthermore, they opened 9 new stores and have signed a further 11 new leases.

Whole Foods Market has expanded by a mixture of opening its own new stores and acquiring already existing stores. Today WFM does not follow this strategy, instead their motivation is to open its own large stores. This is due to noticeable sales differences in larger stores as opposed to smaller stores. WFM locates these newer stores in upscale areas of urban metropolitan centers and high-traffic shopping locations. Not all WFMs are isolated structures; some are located in strip malls. WFM offers a larger selection of natural and organic foods than any other grocery store. WFMs marketing expenditure is extremely small. They spend a measly 0.5% of their revenues on advertising. Their chief marketing strategy relies on word-of-mouth. WFM strives to meet or exceed customer expectations. This is so customers receive competent, knowledgeable, and friendly service and become advocates of WFM. The employees here have a decentralized team approach for store operations. This is so some personnel, merchandising, and operating

Whole Foods Market began in 1970 as a local supermarket. Over the past 31 years, Whole Foods Market has grown from a single store in Austin, Texas, to becoming one of the worldwide leaders in providing consumers with natural and organic foods. They have grown to over 300 stores in both North America and the United Kingdom. (Whole Foods Market, Inc., 2011) This report examines the chief elements of the strategy that Whole Foods Market has put into place. Also, it uses past financial data to provide an assessment of the condition of the company going forward. Those assessments include recommendations of future actions, along with concerns I have about the way the company is currently operating and some difficulties that may be on the way.