Whole foods market
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London School of CommerceAssignment on
Whole Foods Market
Opening a branch in São Paulo - Brazil
Student: Irani Carreiro Sgarbossa
ID: L0002DADA0212
Module: Management Skills and Entrepreneurship
Cohort: MBA – Semester 1 – Group C
Lecturerers: Mr. Rajendra Kumar and Ms. Tatiana Pavlovsky
Date: August 2012
List of Contents
1. Executive Summary 4
2. Business Description 5
2.1. Mission Statement…………………………………………………….. 5
2.2. Goals and Products Description 6
2.3. Supply Chain Management 7
2.4. Agreements and Ownership Structure 8
2.5. PESTLE Analysis 8
3. Business Opportunities 10
3.1. SWOT Analysis 10
3.2. Types of Consumers 11
3.3. Geographical Area 13
3.4. Industry Analysis 14
4. Marketing Strategy 14
4.1. Costing and Pricing 14
4.2. Sales Projection 17
4.3. Marketing Plan 19
4.4. Advertisement 20
5. Business Operations 21
5.1.Operational Level 21
5.2. Risk Management and Exiting the Market 22
5.3. Services Offered 23
5.4. Personnel 23
5.5. Operational Functions 25
6. Technology 25
7. Finances 27
7.1. Revenue 27
7.2. Expenses 28
7.3. Financial Projection 29
8. Conclusion 31
9. Reference and Bibliography 32
10. Appendices 35
10.1. Sao Paulo – Geographical Area 35
10.2. Brazil to set new sustainability standard 36
List of Tables and Figures
2.3. Supply Chain Management Process 7
3.1. SWOT Analysis 10
3.2.1. Types of Consummers – Age Structure 12
3.2.2. Types of Consummers – Social Class 12
3.2.3. Types of Consummers – Vegetarians and eco-friendly 13
4.2.1. First Year Montlhy Sales Projection 18
4.2.2. Annual Sales Projection 19
4.3. Ansoff´s Matrix for Whole Foods Market 20
4.4. Slogan - Whole Foods Market 21
5.4. Personnel Structure 23
6. ERP Software by SSYH Layout 26
7.1.1. Montly Revenue 27
7.1.2. Annual