Functional tactics can best be defined as the detailed statements of the ‘means’ or activities that will be used by a company to achieve short-term objectives and establish competitive advantage .One of Whole foods functional tactics is to improve the value image of its products and by that increase its market base expansion. After the recession, Whole foods have made changes that have changed the Whole Paycheck reputation for example they introduced the 365 everyday value and 365 organic brands (1). The difference that has been reflected is that now they offer fair prices that are within the budget of many grocery shoppers. Whole foods also focuses on providing low-cost products that are of high quality along with other premium brands
