The industry is defined fairly well especially with the use of the five forces analysis. The group brought a clear understanding of each of the forces and if they were low or high. We wonder, because this is an external analysis of the industry, if the five forces are applied to Whole Foods would the results be different. For example, would the bargaining power for suppliers and buyers be higher for Whole Foods, given that they only sell organic products and there is limitations to the amount of products they can receive and sell. Another important factor they stressed is the emergence of other grocers selling organic groceries and how that the threat of substitutes is high. The report does mention the overall attractiveness of the industry
