SWOT analysis is, simply, a useful technique for identifying or understanding the internal strengths and weaknesses, as well as the external opportunities and threats (Mitchell, 2016). Before the acquisition of Whole Foods by Amazon, each had its own strengths, weaknesses, threats and opportunities. Whole Foods market’s major strengths were in high quality standards of products, strong brand reputation and highly motivated workforce (Whole Foods Market, n.d). This was from the point of view of investors, employees and customers. Their weaknesses were high prices on products, dependence mainly on the U.S market, thus lacked globalization, and a limited network of suppliers. This could prevent future business growth. The opportunities included
