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-Because their general perception is poor as in it is "too expensive" for the common shopper, Whole Foods can try to lower their prices on certain items in order to provide more competitive pricing.
-They can begin to market more of their products under the Whole Foods Brand in comparison to Costco's Kirkland Brand. They can also have a greater focus on organic food, because more and more customers are looking for healthier options they can jump on this opportunity.

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-Whole Foods being a grocery store that focuses on providing quality products, they have a very narrow supplier network in comparison to a grocery store similar to a Shop Rite. The narrow supplier network forces Whole Foods to be heavily reliant on a few suppliers, meaning if something goes wrong with a supplier they can potentially lose a hefty portion of their products.
-Whole Foods perception is also that it is a grocery store only for the wealthy, and that their products are too expensive for the everyday shopper.

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Brand recognition. Whole Foods is a company that is instantly "known" when mentioned across the United States.

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-Limited Suppliers
- Targeting/depending on mostly the U.S. market to create revenue

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Retailers like Costco give can provide similar quality products at a much cheaper price, due to their whole sale approach. Having a direct competitor offer similar goods at a cheaper price shows a key flaw in whole foods.

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Increasing competition. With two competitors like Walmart and Target, they both use competitive pricing techniques to surpass Whole Foods, which so far has been unproductive.

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- Strong brand image
-Motivated Employees who are encouraged to do better
- Depending on one market

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- The merger with amazon. This gives Whole Foods a great opportunity to expand its customer base. Possibly extending into amazon fresh stores, creating a more 21st century shopping experience.

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High quality standards. Whole Foods has made its motto to provide the highest quality standard food products in its stores and which has enabled the whole Foods to expand its customer base.

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- Increasing Competition: this organization does have a hard time with their major competitors like Walmart and Amazon.
-Bad Publicity: consumers have brought negative reviews for this organization because they had them overcharging products.