Abstract
This report aims at performing a financial analysis of two American food providers: Safeway Foods and Whole Foods and assess the financial strengths and weaknesses of both companies. All the quantitative data in this analysis come from prior years annual reports. The American grocery market is made of general grocers like Wal-Mart or Kroger that offer low price goods and more specialized grocers like Whole Foods, focus on natural and organic food, more expensive of course. Moreover, the main competitors on the American market are Kroger, Safeway, Supervalu and organic grocers like Whole Foods or Trader Joe's. General grocers actually want to take advantage of the growing organic food market and are more and more present in this market, so that competition in the natural and organic market has increased, because 82% of general grocers now offer natural goods alternatives. Whole Foods is nowadays the world's leader in natural and organic foods, present in the United States and United Kingdom with 275 stores. The sustainable agriculture and the highest quality standard are the main key success factors of the company .
