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Essay: Pre-made organic meal delivery service plan

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  • Pre-made organic meal delivery service plan
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1) Executive Summary

People in the world is becoming busier with their life and works. Thus they are looking for something more convenient and fast to make their life easier. At the same time, increasing income in general as well as concern about health led people’s interest towards healthy organic foods.

Considering the current situation above, we thought that pre-made organic meal delivery service by Whole Foods Market would generate great revenue in the long run.

As a market leader in retail/wholesale food industry, Whole Foods Market has ample asset, brand recognition and loyal customers, which can work as advantages for the new product/service plan. Even though this new plan could increase costs, we are putting the best efforts to save the budget by planning to use electric cars for delivery and online promotion tools.

We planned to start the service with three Whole Foods Market in Vancouver: West Vancouver, Cambie, Robson. The service will be available within 5 km radius of each store with base price of CAD 3.00, and additional CAD 1.50 /km to delivery location. With seven meal options, customers can order meals via online, smartphone app, and phone call. Moreover, we are going to promote our new product by flyers, online advertising, and charity event.

By trying our best to enhance employees and customers’ satisfaction while considering the environment and society, this whole marketing plan will meet the socially responsible company’s pursuing value.

2) Company Description

Whole Foods Market is in supermarket/grocery industry, the leader of implementing health food chain store in America (Smithson, 2017a). We search for the best natural and organic foods available, keep our quality standards very strictly, and strongly committed to sustainable agriculture (Whole Foods Market, n.d.a). Products we carry are: food ingredients, organic food, fresh produce and flowers, animal welfare, body care, etc. (Whole Foods Market, n.d.b), and we provide online ordering service for grocery delivery, meals and catering as well (Whole Foods Market, n.d.c). The current CEO of Whole Foods Market is John Mackey (Whole Foods Market, n.d.d), and there are seven Global Vice Presidents for each sector including Sonya Gafsi Oblisk, Sonya Gafsi Oblisk, and Bart Beilma (Whole Foods Market, n.d.e).

Whole Foods Market was founded in Austin, Texas, by four local businesspeople decided the natural foods industry was ready for a supermarket format. The original Whole Foods Market was opened in 1980 with a staff of only 19 people, but the business has grown very fast as there were a few natural food supermarkets in the United States. During the time we were opening new branches in the ‘90s, acquiring other natural food chains helped the company to grow faster. We started business in Canada in 2002, and two years later Whole Foods Market entered the United Kingdom as well (Whole Foods Market, n.d.d). Currently the company has 451 stores in the States, 13 in Canada, 9 in UK with total about 87,000 employees, and our World Headquarter is located in Austin, Texas (Whole Foods Market, n.d.a).

In addition, the Whole Foods Market is a public company with market capitalization of USD 13.4 billion as the year of 2017 (Value Line Publishing, 2017).

3) Strategic Focus and Plan

a) Mission Statement

“To inspire quality wholesome life with the best convenience”

b) Goals/Objectives

Financial goals

• Increase revenue by 15% after one year: Three stores in Vancouver will provide meal delivery service (West Vancouver, Cambie, Robson)
• Lowering cost by 7% after one year: Use two electronic cars as delivery transportation for each store providing delivery service (West Vancouver, Cambie, Robson stores)
• Expand target by 10% after one year: Starting with personal delivery and do more business with group catering later, such as corporate lunch and party meal catering

Non-financial goals

• Improving customer satisfaction to 4.5 yelp score: Conduct better employee training program and standardize food process
• Improve brand recognition after one year: Hold charity events and get people’s opinion via survey
• Expand Whole Foods Market stores available for meal delivery service after a year and a half: Start with three locations which are West Vancouver, Cambie, Robson, and start service at two more locations which are North Burnaby and Kitsilano

c) Marketing and Product Objectives

To achieve our goals and objectives, we will start the pre-made meal delivery service at three Whole Foods Market stores in Vancouver: West Vancouver, Cambie, Robson. The revenue generated from this will support expanding plan of delivery locations to North Burnaby and Kitsilano branches after one and a half year of delivery service operation. To save the cost, each store will use two electric cars for delivery service. Additionally, after one or one and a half year of starting new service, we will search for group catering demands from companies and small/medium-size parties.

Whole Foods Market will improve brand image and recognition by holding charity event such as providing Whole Foods Market’s meal with new delivery service to community centers in Vancouver, once in every three months. In addition to those efforts, the management is planning to provide better training program and food production process to staffs, which will hopefully result in improved customer satisfaction level on Yelp website.

d) Competitive Advantage

Whole Foods Market’s strong brand identity is one of the most important competitive advantages. As a leader in the organic and natural food business, the company invested a lot in quality of stores and customer service. Other than those, followings are also the factors differentiate us from other competitors that have fostered Whole Foods Market’s loyal customer base (Downie, 2016).
In case of product, the main selling point of our products is the organic, healthy and natural characteristics of them. We always find better quality products with the least possible artificial ingredients among other brands in same industry (Thompson, 2017). This product differentiation affects the Whole Foods Market’s image differentiation as well. The company’s unique value proposition focusing on organic foods and eco-friendly operation such as not using plastic bags in stores attract many customers interested in high quality organic products and socially responsible companies (Thompson, 2017). Additionally, the company’s enormous size and asset differentiate itself from other natural food retailers as well (ICMR, 2007).

Moreover, different from most grocery stores, Whole Foods Market offers special experiences beyond the simple in-store shopping to customers. Events such as cooking classes, wine and beer tastings, happy hours, etc. and interactive website create valuable connection with consumers and eventually make them loyal customers of ours (Tierney, 2016).

4) Situational Analysis

a) SWOT Analysis

Strength Weakness


• High quality standards: Company’s quality standards guarantee organically grown foods with free of artificial preservatives, hydrogenated fats, flavors, sweeteners
• Strong brand reputation: 4.0 Yelp score
• Highly motivated employees: Ranked by Fortune magazine as “100 best companies to work for” for 20 consecutive years
• Strong financial background: According to Value Line, we are the largest natural and organic foods grocer in the U.S., with sales of $15.7 billion in fiscal year 2016
• Strong supply chain: According to our core value ‘We create ongoing win-win partnerships with our suppliers’ Company:
• Customer’s image of “high prices” hard to erase, so that we might only attract certain classes of customers: Yelp reviews
• Mostly depend on the North American Market: Value Line research
• Hard to rapidly expand more locations due to lack of firm suppliers that meet the quality standard of the company, which can reduce the business growth rate
• Considering other grocery shops such as Walmart and Save on Foods, we do not provide any delivery service yet
• Lack of corporate management power due to the company’s management strategy, leaving power of management to each store location


• High quality meal: Our core value for food ingredients
• Many delivery-available locations & fast delivery: According to the company’s real estate policy, each store is located in the area with more than 200,000 residents, within radius distance of 20-minute drive. Also, it has 474 stores worldwide
• Easy implementation process: We already have online order & take-out meal service
• Convenience in having meal: Delivery from store to you Product:
• Cost will increase due to new/additional services
• Possibility of less customers will visit the actual stores
• Possibility for getting negative evaluation for the new service
• Hard to meet all the customer needs: Customers living beyond delivery-available area cannot use the service

Opportunity Threat


• Expectation of higher demand for organic food globally: According to the Value Line investment survey, countries like Canada and UK have more and more people interested in organic products
• Expansion of online shopping and delivery service: Smart devices are helping people to live convenient life, and, the leader of online shopping and delivery, purchased Whole Foods Market recently
• Global expansion of supply chain: Development of technology and transportation creates wider range of available supply chain
• Income increase of high social class, high educated people: Global economic situation
• Global trend of putting attention on socially responsible companies: More and more consumers are in favor of socially responsible companies and value their efforts Company:
• Low-cost competition: As a number of the organic food retailers are lowering the prices, customers might choose the firms with better price offer
• Increasing GMO products: Since genetically modified organism products are increasing, it might be hard for Whole Foods Market to find purely organic products
• Global warming: Change of climate affects world’s food production
• Expansion of competitor grocery stores: More grocery stores are developing their own private product line, increasing the number of stores and item categories
• Government rules and regulation: The company needs to be aware of government regulation and its changes


• Fast paced, busy life increases people’s need for fast and convenient services
• Expansion of online shopping and delivery service: Smart devices are helping people to live convenient life, and, the leader of online shopping and delivery, purchased Whole Foods Market recently
• Increase of using eco-friendly vehicles (our delivery car): More consumers are valuing much for environment protection Product:
• A lot of competitors: Many smartphone delivery applications exist
• Outside condition matters, such as traffic jam
• Natural disaster can affect the service negatively
• Price increase for wage, gas, insurance

b) Company Analysis

Sales of Whole Foods Market generally increased from USD 6591.8 million to USD 15900 million from 2007 to 2017, and is expected to reach USD 20000 million around 2022. However, compare to 2007, the year 2017’s gross margin of us decreased from 37.7% to 37%. Moreover, Whole Foods Market’s net profit in 2017 is USD 420 million, which had been gradually increased from 2008 to 2015, then showed a bit of decrease in recent two years. However, the future is number is expected to be increased to USD 545 million in five years. The net profit margin of the company was in rate of two to three percentage from the year 2007 to 2011. From 2012 to 2014, the net profit margin reached above four percent. But then during 2015 to 2017, the number decreased back to two to three percentage again (Value Line Publishing, 2017).

Regarding the current situation of Whole Foods Market, total current assets of the corporate kept growing from USD 1544 million to USD 2108 million from 2015 to 2017. The number of stores gradually increased from 276 to 470 locations during the last decade, and about 100 more branches are expected to open within next five years. Meanwhile, our total current liabilities went up from USD 1252 million to USD 1341 million from 2015 to 2016, but it declined to USD 1337 million in the year 2017 (Value Line Publishing, 2017).
The increasing competition of the natural food market affected the Whole Foods Market stock deeply and the profit is sliding down gradually. One of the reasons for this deflation is that the other wholesale companies like Walmart and Superstore is starting to import natural foods items into their target market which will divide the original existing customers of Whole Foods Market. By cooperating with Amazon, letting the online shopping big chain to purchase us for USD 42 a share in cash, hopefully can bring us some positive changes. Our goal is to reach a 150 basis point in the operating margin between 2017 and 2020 (Value Line Publishing, 2017).

c) Competitor Analysis

Nowadays, people are getting busier and many of them try to choose convenient way for having meal. To meet this kind of needs of customers, many delivery services has been developed and are becoming popular as time goes by. It is not hard to find restaurant with the sign saying that the place has partnership with certain smartphone delivery applications. Based on this situation, we figured out our product’s competitors in different levels.

1st level competitors would be delivery service companies or smartphone delivery application companies, such as DoorDash, Fantuan delivery, Skip the dishes, and Uber eats. Our 2nd level competitors would be restaurants who provide delivery service of their own menu. For instance, Pizza Hut, Dominos, Subway, Mcdonalds, Swiss chalet. Then our 3rd level competitors would be take-out/order and pick-up/drive-through available restaurants like Nandos, Church’s chicken, and Wendy’s. Lastly, 4th level competitors could be normal groceries and food stores such as Safeway, Costco, and Pricesmart.

d) Customer Analysis

• Age: Either between 25 to 45 or either above 60
• Gender: More female customers
• Family: Singles, family without young child, or family with grown-up children
• Annual income: CAD 49,000 to CAD 60,000
• Living area: Urban area
• Nationality: More Caucasians than other ethnic groups
• Education: High education of at least B.A. degree
• Job type: Professional, white-collar jobs or already retired
• Social status: Middle or upper-middle class
• Lifestyle: Health-conscious, busy, fast-paced, active

e) Industry Analysis

Retail / Wholesale food industry is part of a food business. Companies here manufacture or prepare food for selling to others who sell the food as well or directly to customers as retail. Businesses such as convenience stores, general grocery shops, greengrocers, supermarkets, food stalls, etc. are included in the industry’s category (Industry Foodsafety, n.d.). In case of the United State wholesale food industry, about 35,000 single-location companies and multi-location companie sare in this field. Its combined annual revenue is about $910 billion (Dun&Bradstreet, n.d.). The estimated number of employment in this industry is about 142,354 (IBISworld, 2017). Well-known market leaders of world’s retail/wholesale food industry in the U.S. are: C&S Wholesale Grocers; McLane Company; SUPERVALU; Sysco; and US Foods. In addition, Loblaw is a leading wholesale food company in Canada, Kokubu & Co is the one in Japan, and Metcash in Australia (Dun&Bradstreet, n.d.). The industry’s annual growth rate between the year 2011 and 2016 is about 3.4% (IBISworld, 2017).
Regarding the industry trend, more and more people are getting interested in healthy, organic foods. We noticed that there are higher demands for organic, grass-fed, humanely-sourced meat, fish, and eggs, as well as locally-sourced products and gluten-free foods. Moreover, the farm-to-table and OceanWise movements have been expanding for recent several years. Fast-paced, busy life of people in the big cities increased demands for convenient food delivery services which resulted in creation of many smartphone delivery applications (Williams, 2017). In case of food inflation, international food prices increased around two-year high in the middle of the year 2017 due to high prices of wheat, meats and dairy products. The global food price index is 175.2 on June 2017, which is seven percent higher than a year before (Daniels, 2017). In Canada, cost of food increased by 1.30 percent compared to the previous year. Canada’s food inflation average rate is 3.89 percent during the period of 1951 to 2017 (Trading Economics, 2017).

5) Market-Product Focus

a) Market-Product Grid

Products: Delivery meal options

Market Segments Chicken noodle soup Organic green salad Meat loaf jacks meal Chicken lemon herb meal Cheese tortellini marinara Tofu nuggets Mac and cheese

Urban Digerati 0 1 3 3 2 1 3
Street Scenes 1 1 3 2 3 1 3
Boomerang City 3 1 2 2 1 3 0

Key: 3 = Large market; 2 = Medium market; 1 = Small market; 0 = No market

b) Target Markets

• Urban Digerati

– Geographic – Live in the downtown apartment buildings of big cities with a 1.39% of Canadian population
– Demographic – A group of younger, technology-friendly singles with middle-income and University-level education; Many white-collar job workers
– Psychographic – Enjoy active social life with discretionary time and income; Want to look good and chase for the latest trend; Work out regularly; Globally conscious consumers pursuing ecologically sensitive products/ lifestyles
– Behavioral – Purchase products based on regular-personal occasions, and purchase decision depends on personal preference (habitual). This people seek for various different products, compare, and be loyal to the one they like the most
– Product-related segmentation – This group of people are willing to pay for ethical/ green products and companies, as well as things that are on trend. They become high-profit, loyal customers once they like a product (Environics Analytics, n.d.)
• Street Scenes
– Geographic – Live in the core downtown area, taking up 1.53% of the Canadian population in Canada
– Demographic – Younger, upper-middle-income singles and families with an average of university education; Many white-collar/service sector job workers
– Psychographic – Usually big fan of sport games, food and wine; Live active leisure lifestyle such as sports and entertainments; Very much into latest trends and consumer electronics
– Behavioral – Similar to Urban Digerati group, this group has habitual purchase behavior, which means that their preference comes the first in making decision. Also purchase products based on regular-personal occasions
– Product-related segmentation – Tend to spend money frequently for purchasing high-quality and new-arrival products; Highly profitable group if they become our regular/loyal customers (Environics Analytics, n.d.)
• Boomerang City
– Geographic – Live in urban neighborhoods. Almost all the families live in single-detached homes on city streets and take up 2.37% of Canadian population
– Demographic – Upscale, multi-generational households including young adults that never leave home, middle-aged families and older couples in the urban area; More than 40% of them are university-educated; Many white-collar/service sector workers; Average income of around $126,272
– Psychographic – Health conscious; Highly into diverse sports activities, fitness centers, aerobics and yoga class; Like to enjoy active social lives such as theatre, museum, arts, and festivals; Interested in healthy products
– Behavioral – Most of them have complex purchasing behavior with thorough comparison to choose better products among different brands; Purchase products based on regular personal occasions of family members
– Product-related segmentation – Tend to buy high-quality products in large quantity; Can be very high-profit segment of customers, considering that they are willing to pay lots for healthy, quality products (Environics Analytics, n.d.)
c) Points of Differences
There are several points of differences that Whole Foods Market’s meal delivery service has from other competitors:
• We have better reputation with our brand of Whole Foods Market
• All our meals are organic, healthier, and high in quality since we delivery pre-made organic meal of Whole Foods Market only: Other competitor companies such as DoorDash or Skip the Dishes deliver any meal from any restaurant that customers order
• We do direct delivery only of Whole Foods Market’s meal, which makes less mistakes and faster in delivery speed: From the consumer review website Yelp, we noticed some customers’ complaints to competitors like DoorDash and Skip the Dishes for making mistakes while delivering foods from various restaurants
• We are available for phone-call order as well as website and smartphone application: Our main competitors – DoorDash and Skip the Dishes – provide service via smartphone application and online website only
d) Positioning
Basically, our positioning strategy is ‘more for more’. As a market leader in organic food retail industry, Whole Foods Market provides best quality foods and health products with high price. The Whole Foods Market is targeting customers of middle to upper class with relatively high income who care for healthy foods and socially responsible companies. To their minds, we are already considered as high quality grocery store and that is what we aimed for. Though the price is high, consumers are satisfied with our quality products, which leads them to be our loyal customers.
6) Marketing Program
a) Product Strategy
• Menu list
– Chicken Lemon Herb Meal
 Price: CAD 10.99
 Amount: 0.65kg
 Ingredients: Grilled chicken, mashed potato, veggies
 Calories: 403.2 kcal
– Chicken noodle soup
 Price: CAD 4.99 / 8oz, CAD 6.99 / 16oz, CAD 9.99 / 32oz
 Amount: 8oz, 16oz, 32oz
 Ingredients: Chicken breast, noodle, carrots, celery
 Calories: 120.4 kcal, 240.8 kcal, 481.6 kcal
– Organic green salad
 Price: CAD 5.00 / 200g
 Amount: min 100g – max 600g
 Ingredients: Lettuce, spinach, broccoli, peppers
 Calories: 25 kcal /100g
– Meat loaf jacks meal
 Price: CAD 10.99
 Amount: 0.65kg
 Ingredients: Meat loaf, mashed potato, veggies
 Calories: 443.2 kcal
– Cheese tortellini marinara
 Price: CAD 10.99
 Amount: 0.37kg
 Ingredients: Pasta, tomato
 Calories: 740 kcal
– Tofu nuggets
 Price: CAD 10.99
 Amount: 0.65kg
 Ingredients: Tofu, rice
 Calories: 611 kcal
– Mac and cheese
 Price: CAD 8.49
 Amount: 0.37kg
 Ingredients: Cheese, macaroni
 Calories: 728.93 kcal
• How to order
– Website order
Step 1. Go to ‘Delivery’ tab on the Whole Foods Market website
Step 2. Choose the store location, pick items and put them in the cart
Step 3. Click ‘Order’ button, then the order information including chosen items and total price will be shown for confirmation
Step 4. Type the exact address to get meals delivered, and choose method of payment among pay now or later, by debit/ credit/ cash
Step 5. The order is completed and the customers can wait for their food to be delivered
– Smartphone application order
Step 1. Download and start Whole Foods Market meal delivery application on smartphone
Step 2. Choose the store location, pick items and put them in the cart
Step 3. Click ‘Order’ button, then the order information including chosen items and total price will be shown for confirmation
Step 4. Type the exact address to get meals delivered, and choose method of payment among pay now or later, by debit/ credit/ cash
Step 5. The order is completed and the customers can wait for their food to be delivered
– Phone call order:
Step 1. Customers can call directly to the store among:
 West Vancouver: +1 604 678 0500
 Robson: +1 604 687 5288
 Cambie: +1 778 370 4210
Step 2. Choose the number for ‘Meal delivery department’ as the instruction informs
Step 3. Once the person in charge answers the call, order the meal by conversation
• Additional information
– If customers creates their own account on either Whole Foods Market website or mobile application, they can receive regular discount offers and coupons online
– Price for our service will be consisted of basic fee and additional charge. Basic fee is CAD 3.00 for all orders, and additional charge of CAD 1.50 /km will be applied based on the delivery distance
– We provide the service within 5 km radius of each stores: West Vancouver, Robson, Cambie
– Customers can order as much as they want, as far as we have those meal options are available in the store
b) Price Strategy
Whole Foods Market uses a prestige pricing strategy. According to Value Line, we are the market leader of current Wholesale / retail industry, so that we have no problem for setting price of the products by ourselves. Considering our product quality and provide the services that meet our values, most of our products are higher in price compared to the other brands in the industry but the products are worth their cost and this strategy supports our position.
Prices of our pre-made meals are: CAD 6.99 for 16 oz. Chicken noodle soup; CAD 10.99 for Meat loaf jacks meal; CAD 10.99 for Chicken lemon herb meal; CAD 10.99 for Cheese tortellini marinara; CAD 10.99 for Tofu nuggets; CAD 8.49 for Mac and cheese; and CAD 5.00 per 200g for Organic green salad.
We will provide the service within 5 km radius of each stores located in Vancouver – West Vancouver, Robson, Cambie. Price for our service will be consisted of basic fee and additional charge. Basic fee is CAD 3.00 for all orders, and additional charge of CAD 1.50 /km will be applied based on the delivery distance.
c) Promotion Strategy
• Flyer
Since Whole Foods Market is already sending flyers to customers, it will not cost extra money for advertising our new service. In addition, this method can catch attention of all the generations within the family easily. We are planning to send monthly flyers within 5 km radius of three Whole Foods Markets in Vancouver. We will add coupon for 10% discount for orders over CAD 25 in the flyer. They will be distributed by Whole Foods Market as we are currently doing. Expected population of more than 1,500,000 people will see the advertisement.
• Online promotion – Website banners & Instagram
In case of website banner advertisement, we will use as well as Whole Foods Market’s webpages. We are considering to put the ad 24/7 for three months at the beginning of service run, and will decide to keep advertising upon its effectiveness. To figure out the effectiveness, we will analyze intra-system showing traffic of customers coming through our banner advertisement. Once the users click the banner then it directly links them to Whole Foods Market’s delivery page. This way, the number of visitors on and Whole Foods Market websites will see the advertisement.
For the Instagram promotion, we will post photos or images advertising our new product on Whole Foods Market’s own account. Frequency of posting might be two times per week. Through this promotion method, we can reach at least 2 million followers on the account.
Online promotions using both website banners on and Whole Foods Market and Instagram posting are relatively low-cost methods, since they are owned by our company.
• Charity event
We are planning to do charity event by delivering Whole Foods Market’s pre-made meals to our community, especially people in need for nutritious foods for free. In the first year, we will conduct the event to two community centers in Vancouver: Retirement Concept Seniors Services Ltd. And Downtown Eastside Women’s Centre. The charity event will be done once in three months for the first year that we start our meal delivery service in stores. Therefore, the first event will be held on July 2018. For this, three Whole Foods Market stores in Vancouver – West Vancouver, Cambie, Robson – will take turns to do delivery. In addition, we will share stories of this event with publics by posting on the websites of Whole Foods Market,, our Instagram account and those two community centers. Furthermore, we are planning to send email news to member customers and put posters in each Whole Foods Market stores. Through all these methods, not only people in the community centers but also website visitors, Instagram followers, online members, in-store customers will know about our event, brand, and new service. We hope this charity event to enhance Whole Foods Market’s brand image as well as advertise our new meal delivery service.
d) Place Strategy
Whole Foods Market’s pre-made meal delivery service will be started at three stores located in Vancouver: West Vancouver branch, Cambie branch, and Robson branch. Depending on the customers’ location, they can choose from which store they would like to receive meal delivery. However, delivery is available only within 5 km radius of each store. The customers can easily use our service via online website, smartphone application, and phone-call.
7) Cost Breakdown
• Variable cost
– Labour: 3 delivery people per each store (CAD 11.35 – CAD 13.82), total 9 people in Vancouver locations
– A set of uniform per each delivery person
– Food ingredients: Around 40% of selling price
– Meal containers: CAD 82.17 for 50 cases medium entree containers
– Ingredient shipping fee from suppliers: Vary depends on distance to each store
– Credit card fee: The average credit card processing cost for a retail business is around 1.95 % – 2 % of sales price
• Fixed cost
– Electronic car for delivery: Around CAD 25,000 – 40,000 per unit, and 2 cars per each store
– Utility fee: 52.5 kilowatt per hour of electricity used (9% Miscellaneous, 7% Lighting, 6% Ventilation, 5% Cooking, 73% Refrigeration), 38,000 Btu of Natural Gas Used (8% Miscellaneous, 38% Cooking, 54% Heating)
(PUD, n.d.)
– Parking space per each delivery car for each store: CAD 100 per month in downtown Vancouver for 3 trucks
– Internet platform fee for creating order web page
– Depreciation cost depends on the equipment
– Insurance fee
– 2 Charging station for electronic car per each store, total 6 stations for Vancouver locations: Costs CAD 636 each (HomeAdvisor, n.d.)
8) Organization
To plan and develop Whole Foods Market’s new product/service, our team operated in two major different roles: Researcher and writer. Andre Huang and Yovela Lu were in charge of researching all the basic and in-depth information. Ruby Nin and Sohee Park were in charge of organizing and summarizing those information gathered, and made it into a written format of marketing plan. The group was operated with shared leadership, therefore everyone put their best efforts on their own works and was eager to share his/her opinions to make the plan successful.
9) Implementation Plan
Activities Dates
Advertisement on websites (Whole Food’s Market & and Instagram June 2018 – August 2018
Start the service at 3 locations: Robson, West Vancouver, Cambie July 2018 ~
Distribute flyers including coupons within a 5 km radius of each stores July 2018 ~
Conduct the first charity event and post stories online and offline July 2018 – July 2018
Conduct employee satisfaction / expectation / opinion survey August 2018 – August 2019
Conduct the second charity event and post stories online and offline October 2018 – October 2018
Conduct the third charity event and post stories online and offline January 2019 – January 2019
Conduct the fourth charity event and post stories online and offline April 2019 – April 2019
Conduct employee satisfaction survey August 2019 – August 2019
Conduct customer satisfaction survey August 2019 – August 2019
Develop more menu options for delivery service September 2019 – November 2019
Research catering services September 2019 – October 2019
Research and analyze new locations to start delivery service December 2019 – March 2020
10) Evaluation and Control
Expected problems:
• Customer demand is focused on one or two specific menus, so those options can be sold out fast
• Customer could complain about temperature of the delivered meal
• Our delivery people doing their own business during working hours can cause time delay in delivery
• Via menu engineering, we can revise menu. For instance, increase production of popular menus and remove or substitute unpopular menus
• Use insulation thermal bags to keep the meal’s original temperature during delivery
• Implement vehicle tracking system in our delivery car
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Appendix – Survey
Whole Food Market’s meal delivery service
[Personal information section]
1. Age (Please mark only one choice)
Under 20
21 to 40
41 to 64
Above 65
2. Gender (Please mark only one choice)
3. How many hours do you work per week? (Please mark only one choice)
1 to 20 hours
21 to 40 hours
More than 40 hours
Not working
4. How much is your annual income? (Please mark only one choice)
0 to CAD 6,000
CAD 6,000.01 to CAD 12,000
CAD 12,000.01 to CAD 24,000
CAD 24,000.01 to CAD 36,000
More than CAD 36,000.01
[Whole Foods Market brand section]
5. How often do you visit Whole Foods Market per week? (Please mark only one choice)
0 to 2 times
3 to 5 times
6 to 7 times
6. What is the main reason for you to choose Whole Foods Market? (Please mark all that apply)
Brand value / reputation
Product quality
Customer service
Taste of meal
Others: .
7. How close are you to the nearest Whole Foods Market? (Please mark only one choice)
Under 5 mins by car
5 to 10 mins by car
10 to 15 mins by car
More than 15 mins by car
[Meal delivery service section]
8. Have you ever tried Whole Foods Market’s pre-made meals? (Please mark only one choice)
9. If yes to question above, how often do you buy our meal per week? (Please mark only one choice)
0 to 2 times
3 to 5 times
6 to 7 times
More than 7 times
10. On the scale of 1 to 5, how much are you satisfied with our pre-made meals?
Not satisfied at all 1 2 3 4 5 Very much satisfied

11. If meal delivery service is available from Whole Foods Market, will you use it? (Please mark only one choice)
12. If you chose “No” for the question above, why?
13. If meal delivery was available by Whole Foods Market, how often do you think you would use the service per week? (Please mark only one choice)
0 to 1 time
2 to 3 times
More than 4 times
14. What meal would you likely get delivered? Please rank among the options below (1: Highest rank / 7: Lowest rank)
Meal Rank
Chicken noodle soup
Organic green salad
Meat loaf jacks meal
(meat loaf, mashed potato, veggies)
Chicken lemon herb meal
(grilled chicken, mashed potato, veggies)
Cheese tortellini marinara
Tofu nuggets
(fried tofu, veggies)
Mac and cheese
(side dish)

15. How much do you usually spend per meal? (Please mark only one choice)
Less than CAD 10
CAD 10.01 to 15
CAD 15.01 to 20
More than CAD 20.01
16. Which method do you prefer for ordering meal delivery? (Please mark only one choice)
Mobile App
Others: .
17. How long on average have you waited for your meal(s)? (Please mark only one choice)
Less than 10 mins
10 to 20 mins
20 to 30 mins
30 mins to 1 hour
18. What do you care the most and the least about meal delivery service? Please rank below. (1: Care the most / 5: Care the least)
Delivery time
Meal quality / taste
Menu options
Convenience for order

19. Do you think pre-made meal delivery service would work at Whole Foods Market? (Please mark only one choice)
Strongly agree 2
Agree 3
Neither agree nor disagree 4
Disagree 5
Strongly disagree

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