Marketing StrategyY And Plan

Running head: MARKETING STRATEGY AND PLAN
MARKETING STRATEGY AND PLAN
Name of the Student:
Name of the University:
Author’s Note:

1MARKETING STRATEGY AND PLAN
Introduction
As stated by Keegan (2017), the process of marketing occupies a central position within
the business processes of the different business corporations and greatly contributes towards the
success attained by the corporations as well. Kotler et al. (2018) are of the viewpoint that in
order to formulate an effective marketing plan, the corporations are firstly required to select a
target market or for that matter a customer base on which it would focus upon. More importantly,
the corporations are also required to ensure the fact that the products or the services offered
adequately integrates the different needs or the requirements of this particular target market or
the customer base (Chernev, 2018). Furthermore, on the basis of the needs or the preferences of
the customer base that they have selected, the corporations needs to take the help of adequate
media platforms for the promotion or the advertisement of the products or the services offered by
them (Haider et al., 2017). This is important since the decision of the consumers to purchase a
particular product or service is influenced by their familiarity with the concerned product or
services or the brand which offers the same. Thus, it can be said that an effective marketing plan
or strategy is an essential tool that the corporations require for gaining success. The purpose of
this paper is to undertake an analysis of the case study of John Beckett and make
recommendations which will enable him to overcome the issues that he is presently facing
related to his organic food business.
Issues faced by John Beckett
The case study of John Beckett clearly indicates that Beckett specializes in the cultivation
of organic vegetables which are not only superior in taste but also better in quality as well from
the perspective of the health of the consumers of the same. Furthermore, Beckett grows a wide

2MARKETING STRATEGY AND PLAN
range of vegetables like carrot, lettuce, sprouts, potatoes, tomatoes and others without the usage
of chemical fertilizers, pesticides, artificial growth enhancers and others. This in turn accounts
for the superior taste as well as the quality of the organic vegetables cultivated by him and had
also helped him to earn a few loyal customers who are basically his friends. However, the case
study under discussion here also indicates the fact despite the substantial growth attained by the
organic food industry in the recent times Beckett had not been able to significantly enhance his
business in the last 18 months in which he had been commercially cultivating vegetables. In this
regard, it needs to be said that there are various factors which have contributed to this lack of
development or for that matter the growth of the business venture of Beckett. Firstly, even after
operating for 18 months, Beckett had not been able to formulate a target market or for that matter
a customer base on which the organic vegetables cultivated by him would target upon. Secondly,
it had been seen that Beckett for the purpose of marketing or promoting the organic vegetables
cultivated by him had relied on some pamphlets and substantial means of marketing or
promoting the vegetables had been undertaken by him till now. Thirdly, although Beckett has
occasionally supplied to some of the neighborhood restaurants with organic vegetables cultivated
by him when they have facing supplier issues yet no real effort had been undertaken by him for
marketing his vegetables to these restaurants or even to establish a business relationship with
them. Fourthly, Beckett uses the method of contacting his customers by phone for promoting the
organic vegetables cultivated by him rather than the usage of some media platforms or others.
These in short are some of the most important issues because of which despite offering high
quality of organic vegetables Beckett had not been able to attain success in the 18 months of his
operating the organic vegetable business.