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Scarce ResourcesPrime store locations and the supply of organic foods were potential scarce resources and could be problematic for Whole Foods Market in the future.Whole Foods liked to establish a presence in highly affluent cities. where their target market resided. The majority of Whole Foods customers were well educated. Which generally meant high salaries that enabled them to afford the company's higher prices. Whole Foods was particular when deciding on new locations, as location was extremely important for top and bottom line growth. However, there were a limited number of communities where 40% of the residents had college degrees.
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