Marketing and Management | Case Study Report

MARKETING & MANAGEMENT

1
Contents
Introduction............................................................................................................... 1
Effective marketing..................................................................................................... 1
SWOT for Beckett....................................................................................................... 2
Marketing mix............................................................................................................ 3
Suggested Porter’s generic strategies................................................................................5
Strategies that he can use............................................................................................... 6
PESTLE analysis........................................................................................................ 7
Pros and Cons............................................................................................................ 9
Target market for sustainable growth................................................................................9
Different innovations that John could introduce.................................................................10
Conclusion.............................................................................................................. 10
References.............................................................................................................. 12

2
Introduction
Marketing has become an essential aspect in the modern day business. The companies that
are able to organise their marketing resources in an effective manner has been able to manage
the success. The SMEs that aims to grow their business needs to implement the marketing in
an effective manner. Organic vegetables have been able to attract the minds of the customers
as it is seen that due to health reasons people prefer to eat organic vegetables (Sønderskov
and Daugbjerg, 2011). However there are many types of challenges faced by the SMEs and in
this condition it becomes critical for the business owners to make marketing strategies that
suits their business and are actually able to convert their business into a profitable business.
However before designing the marketing for any company it is critical that companies
analyses the internal and external environment as it has a critical impact on the marketing. It
is important that companies select the appropriate target segments in order to achieve the
desired benefits. Innovations are the major sources with which they can achieve the desired
benefits in the market. This report will describe various aspects of the marketing for John
Beckett. It will also illustrate the internal and external business environment for organic
vegetable business in UK. It also describes the strategies that can help John Beckett in
improving their business. It will also illustrate the innovation that John could do use to
improve their business.
Effective marketing
Marketing ensures that an organisation makes a better connection with the customers. It is
seen that there is an increase in the numbers of players in the market hence the options that
are available with the customers are bigger (Bradbury, et al 2014). This calls for making
better marketing plan that allows an organisation to show that what they have actually got. It
is critical for the businesses to ensure that they promote their products at the platforms that
can reach to as many people as possible. There are various marketing options available with
the John but it is suggested that company choose strategic digital marketing along with the
traditional marketing in order to ensure that hs organic vegetables could be shown to as many
people as possible.
In the marketing John need to use as many marketing channels as possible so that he will be
able to reach to the customers in other parts of UK and other countries as well. The use of

3
social media technologies can be effective in this. It will help John in promoting the necessity
of having organic vegetables over inorganic vegetables. If the marketing will show the
benefits of organic vegetables then it will be easier for the John to develop their business
(Brandt, et al 2011). Right now john is using leaflets for doing marketing but the reach of the
leaflets based marketing is very less hence the growth of his business is slow. Digital
marketing mediums will ensure that he is able to target the customers in whole UK which
will give the boost to his business growth.
It is advised to use digital marketing because it is cheap and faster method to reach to the
people. This will make the marketing more effective which is necessary for the success of the
organisation and enhancement of profits in the time when the competition has gone to much
higher levels. Effective marketing with the help of digital mediums will also promote his
brand which will help him in gaining the consumer attraction (Dangour, et al 2010). At the
same time it might also help gaining attention of some bigger supermarkets which can take
his products. It is also advised that John enhance his business with the help of app based
marketing. In this marketing he can design an app for him where he can promote the products
and at the same time he can make sales through this app only. It will extend his reach to the
customers and at the same time it will also ensure that he or she will be able to communicate
with the customers knowing their demand and understanding the challenges that they might
face in order to gain success within the organisation.
SWOT for Beckett
In order to understand the internal capabilities and external opportunities available with
Beckett the use of SWOT analysis can be effective.
Strength
 High quality home grown organic vegetables have been grown by Beckett which is
very rare in the time when inorganic food has taken the control of the larger parts of
the vegetable market.
 No added preservatives have helped them in maintaining the healthiness of the
vegetables they grow. This will help him in providing the benefits that customer’s
demands for healthier vegetables (Shafie and Rennie, 2012).
Weaknesses