I believe this event was triggered by the severe rivalry in the industry and the increasing awareness of healthy eating. The organic food market has become fairly attractive due to its high profits and increasing market size. On top of existing competition, Whole Foods is also subject to the threat of new entrants because of little entry barriers in the industry. As many companies entered the organic business with similar and cheaper organic products, Whole Foods still suffered a loss of market share even though it had already established a fairly strong position in the market. In addition, as the benefits of healthy eating integrated into our cultural values, everyone including less sophisticated individuals became more aware of the food that he or she eats on a daily basis. As a result, the organic food industry expanded from a niche market to a mainstream market. Whole Foods’ current marketing strategy prevented the company from reaching out to these new potential consumers, and missing the opportunity to expand its market share. The once dominant presence in the organic niche market is also vanished. Market expansion and increase in alternative suppliers pushed organic products to become increasingly affordable and available in standard grocery stores. As a result, Whole Foods’s bargaining power weakened considerably, while buyers’ bargaining power strengthened. If Whole Foods wants to continue to excel in the increasingly competitive organic food market, it must adopt a new marketing strategy that is less selective and focus on further enhancing its brand.