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WHOLE FOODS MARKET – A COMMUNICATION PLAN TO ENGAGE THE
GERMAN MARKET
by
Julius Maximilian Paul
A Thesis Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2009
Copyright 2009 Julius Maximilian Paul
Object Description
| Title | Whole foods market -- a communication plan to engage the German market |
| Author | Paul, Julius Maximilian |
| Author email | juliuspa@usc.edu; jawl@gmx.de |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2009-04-01 |
| Date submitted | 2009 |
| Restricted until | Unrestricted |
| Date published | 2009-05-07 |
| Advisor (committee chair) | Floto, Jennifer D. |
| Advisor (committee member) |
Lynch, Brenda Cody, Michael J. |
| Abstract | This master's thesis is a communication plan for the international retailer Whole Foods Market Inc. to successfully engage in a new consumer market: Germany. After entering the European market in 2006, by opening a Whole Foods Market store in London, the time seems to be right to continue expanding its business. Therefore, I examined the company Whole Foods Market and dissected the German retail landscape. I pondered on the following questions: Where are the cultural differences? How do Germans purchase groceries? What do they value and what way of communication should be utilized to effectively target the consumer? As an international student growing up in Germany, my cultural background and insights on the German market allows me to create a plan that could make a business like Whole Foods Market succeed. |
| Keyword | Whole Foods Market; public relations; communication; food; organic; strategic planing |
| Geographic subject (country) | Germany |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m2208 |
| Contributing entity | University of Southern California |
| Rights | Paul, Julius Maximilian |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Paul-2868 |
| Archival file | uscthesesreloadpub_Volume51/etd-Paul-2868.pdf |
Description
| Title | Page 1 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | WHOLE FOODS MARKET – A COMMUNICATION PLAN TO ENGAGE THE GERMAN MARKET by Julius Maximilian Paul A Thesis Presented to the FACULTY OF THE GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2009 Copyright 2009 Julius Maximilian Paul |
