Whole Foods’ Strategy: Planned or Emergent?

It is quite difficult to determine whether the strategies of this enterprise are planned or emergent. Such a concept as a planned strategy means that the policies, values, mission and performance standards of a company are settled beforehand, and throughout a certain period of time, this enterprise adheres to these principles. In turn, such a term as “emergent strategies” means that the firm does not have a clear vision, and it tries to adjust itself to the changing environment in order to remain cost-effective. On the one hand, we may say that Whole Foods Market follows a planned strategy because its vision was shaped more than twenty years ago, and since that time, it has not changed. The management of this organization emphasizes the quality of their goods and the organization`s concern for the benefits of their clients and environment. Nonetheless, the organic food industry is not static, it constantly evolves, and at this point,

Whole Foods Market is no longer a pioneer in this area. Such giants as Wall-Mart Supercenters, Kroger or Wild Oats also open departments specializing in retailing and distribution of organic food. As a result, Whole Foods Market also changed their policies. Earlier, they tended to purchase small shops in an effort to enlarge their network, but in 2005 they began to construct their own stores. Besides, the company also strives to establish a new supply chain that includes both national and overseas suppliers. These measures aim to reduce their operating expenses and gain competitive advantages over others. Therefore, their strategies are both planned and emergent.