Entry mode strategy Objectives
The prime objective of wholefoods moving into France would be to become the market leader of organic products in retail. This can be accomplished if wholefoods proceed to do the following;
Brand positioning Build and reinforce strong brand equity for wholefoods
Focus on in-store activities In order to successfully enter the French market the store not only needs to be recognized but favored amongst other similar retailers. A suggestion for this would be for in-store sampling. As introduced in other countries such as Italy and Brazil, the store could host a “try our whole world” event in the opening store. This would not only create a buzz about the store but promote word of mouth, which is the most effective and cost saving form of advertising.
Expert opinions and research Wholefoods should not only conduct extensive primary research but get some professional advice on the needs and norms of the average French person, or at least who the suggested product is targeted at. The cultural differences evident in the differing country’s wholefoods has already conquered suggest previous entry skills and action plans. Perhaps the same cultural analysis should be considered while entering France. Famous/relevant testimonials As wholefoods seeks to promote a healthy life style, gaining a celebrity endorsement or well-known iconic , healthy French citizen on board and prompting the store is another mode of entering the French market successfully. This method promotes trusts and a sense of belonging. One may feel a greater sense of comfort if someone who is from the same cultural background as them is adapting to the store so nicely.

In order to adapt to the French culture and be an adequate provider to the French market, Wholefoods should consider entering Paris initially, and later conquer other cities. Given that Paris is