IntroductionTo most consumers, Whole Foods is known as a grocery store chain specializing in organic and natural foods. Some will go so far as to say that the name is synonymous with quality. This comparison is a result of the Whole Foods brand's successful marketing to consumers who demand their specialty foods. Like any organization, Whole Foods may consider evaluating its strategic objectives and deciding whether course corrections are necessary to achieve its objectives and goals. Through fundamental and technical analysis, I will discuss Whole Foods' mission, vision and goals, their competitive environment and some factors related to their strength, weakness, opportunity and threat analysis. With this data and information, I will recommend, if necessary, strategic changes in order to maintain a competitive advantage. Mission, Vision and Values ​​An organization's mission statement is designed to state the purpose of the organization. The development of an organization is usually determined during the initial start-up and may be changed due to changing requirements of the environment. Whole Foods Market is a dynamic leader in quality foods. We are a mission-driven company that aims to set the standards of excellence for food retailers. We are building a business where high standards permeate every aspect of our business. Quality is a state of mind at Whole Foods Market. (Whole Foods, Nd) Before we get to the end of the mission statement, it is clear that Whole Foods is focused on quality. From there, Whole Foods builds on its mission statement with its vision and values ​​by aligning some of its components such as organizational culture. Whole Foods, Whole People, Whole Planet — highlights that Whole Foods' vision reaches...... middle of paper. ....the food market. May 7, 2008. Whole Foods Market - Annual Stakeholder Report, 2011. Retrieved November 7, 2012 from: .WSJ. "Whole Foods Market(R) celebrates 17 years on FORTUNE's 100 Best Companies to Work For" list. The Wall Street Journal. Wall Street Journal, January 16, 2014. Web. January 19, 2014. Yahoo Finance. “The Kroger Co. (KR).” Yahoo Finance. Yahoo Finance, and Web. January 19, 2014. .- - -. “Sprouts Farmers Market, Inc. (SFM).” Yahoo Finance. Yahoo Finance, and Web. January 19, 2014. .- - -. “Trader Joe’s Company Profile.” Yahoo Finance. Yahoo Finance, and Web. January 19. 2014. .