Organic Food Market Analysis

This assignment requires a comprehensive analysis of the global organic food market. Students are expected to examine factors driving consumer demand for organic foods, such as health concerns, ethical considerations, and environmental awareness. The analysis should also include an assessment of industry trends, market size, and growth projections. Furthermore, students need to discuss the sustainability aspects of organic agriculture and its impact on the environment and society.

Running head: Strategic management

Strategic management 1
Executive Summary
Bellamy’s strengths and business’s operations are contributing to its success. The company has
various products are all the products are available in good quality. The given report helps to
evaluate Bellamy's strategic position using models and frameworks. In the given report to
describe the macro environment for the company, PESTLE analysis is used. To evaluate
company's strength against competitors, Porter's five force analysis is used. Through the analysis
company's ability, strength and position can be known and can be used to get the sustainable
competitive advantage. Company's resources and competencies can also be used to get the
competitive advantage. VRIO framework is also used to identify the elements that can give the
competitive advantage to the company.
Bellamy
Strategic management

Strategic management 2
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Macro-environment analysis.....................................................................................................4
2.1 Political..................................................................................................................................4
2.2 Economic...............................................................................................................................4
2.3 Socio – cultural......................................................................................................................5
2.4 Technological........................................................................................................................5
2.5 Environmental........................................................................................................................6
2.6 Legal......................................................................................................................................6
3.0 Competitive analysis..................................................................................................................7
3.1 Threats of new entry (low)....................................................................................................7
3.2 Bargaining power of suppliers (medium - high)....................................................................8
3.3 Bargaining power of buyers (Low)........................................................................................8
3.4 Threats of substitutes (low)...................................................................................................9
3.5 Industry rivalry (Medium).....................................................................................................9
4.0 Strategic capabilities..................................................................................................................9
4.1 Competitive advantage..............................................................................................................9
5.0 Bellamy’s resources and competency......................................................................................10
5.1 VRIO analysis......................................................................................................................11
6.0 Conclusion...............................................................................................................................12
References......................................................................................................................................13

Strategic management 3
1.0 Introduction
The given report focuses on strategic analysis on Bellamy, An Australian organic food
producer. The company is founded in 2003 in Launceston, Tasmania and headquarter of the
company is also allocated in Launceston, Australia. It is one of the largest organic food
producers in Australia. This company was the first entrant in an organic food industry. In 2004,
Bellamy produced first organically certified baby food and in 2005 it produced first organic baby
formula. Bellamy is providing nutritious organic choice to children(Morgans, 2015). The
company provides a range of organic food products for young children, babies, and toddlers. The
basic philosophy company follows to teach good eating habits to children from the beginning. A
healthy diet helps to develop the healthy mind. Bellamy is a certified organic which produces
food products that do not include harmful chemicals. The company does not use chemical
pesticides, chemical fertilizers, and artificial addictive and genetically modified organisms. All
the organic food products are prepared and packed in Australia. Bellamy is known for its high-
quality products. The company follows the concept of complete nutritious diet methodology that
helps for healthy development. In only Australia, the company has more than 4400 outlets
including Woolworths, Coles, Big W, Terry White and Costco(Bellamysorganic, 2017).
Laura McBain was appointed as CEO. Previously she has worked with numerous
companies and got experience from different industries. The products of the company are
distributed in Vietnam, Australia, Singapore, Hong Kong, China, Malasia and New
Zealand(Bellamysorganic, 2017). The Company is operating from last 14 years and has
developed the good reputation in the market. According to results of social media research in
2016, the company was recorded as the best baby food producer(Annualreports, 2016). The
revenue of the company is increasing year by year. In Australia and in China the revenue growth
was high. Some products of the company are toddler milk, infant formula, pasta, ready to eat
pouches, cereals, baby rice, cinnamon breakfast, brown rice pasta, fruit snacks, vegetable
macaroni, baby porridge and much more. Revenue of the company was recorded on 30 June
2015 as $125302000 and in 2016 the revenue of the company was $244583000 which means the
revenue has been enhanced by 95%(Annualreports, 2016). The company is looking for
expansion of its operations. Mainly the company’s revenue is coming from offshore.

Strategic management 4
2.0 Macro-environment analysis
Macro environment analysis is very important because through this the organization can
understand the strong and weak areas and work to get succeeded in the rapidly changing business
world. It is very essential to recognize the factors that give impact on the organization.
Organizations use PESTLE analysis that is a significant framework that helps to analyze
political, environmental, socio-cultural, technological, economic and legal factors. The
framework helps to recognize opportunities and threats of the organization that helps to make
good strategic decisions in future(Ho, 2014). The knowledge of important factors helps
companies to develop sustainable competitive advantage. PESTEL analysis of Bellamy
Company is given below.
2.1 Political
Political factors include government policy, tax policy, labor law, environment law,
foreign trade policy, trade restrictions, and instability in overseas markets. The political
environment is all about a degree a government interferes in the system. Political factors have the
major impact on an organization because the organization has to follow all the rules and laws
related the political environment of the country(Michaelidou& Hassan, 2008). Bellamy is an
organic food production company that is facing some legislation like other companies. The
company has to follow different government regulations related to trading and labor law. The
company is mainly dependent on the agriculture sector. The government makes various policies
related to agriculture sector because in many countries agriculture sector contributes to the
economy. The government in Australia focuses on labor welfare. In Australia, there are chances
of tax decrement in business. This will create the opportunity for Bellamy for next 3 years. If the
government in Australia will introduce some unfavorable changes then the company may have to
face some problems(Chenoweth, 2008).
2.2 Economic
Economic factors include disposable income of consumers, economic growth, exchange
rates, inflation, and interest rates and so on. The decreased value of Australian Dollar is creating
the positive economic environment for international customers. Bellamy Company can use this
situation as an opportunity and can expand the business in the global and international market. It
has been analyzed that the global financial markets are facing instability condition since 2009.

Strategic management 5
Due to this situation, Australian customers are becoming price conscious and they like to
purchase the product at the low price that is creating the threat for the company(Aertsens et al.,
2009).
2.3 Socio – cultural
Previously fewer people were using separate and specialized baby food as the trends have
been changed now people are becoming more concern about nutrition requirement of a baby.
New generation people like to prefer healthy food because healthy and nutritious food helps for
child’s development(Senauer& Seltzer, 2010. The buying behavior of consumers is also
influenced by the society where people live. Bellamy Company can use the consumer behavior
theories to touch emotions of consumers. Health consciousness of people is an opportunity for
the company. Now parents are giving more focus on child’s health(HamzaouiEssoussi&Zahaf,
2008).
For example, the socio economic factors in China can have a major influence on the
overall business of Bellamy. Due to the environmental issues within the community of China, the
people have become more aware of the food they consume (Zachariaset al. 2017). The organic
forms of baby foods are highly popular due to the fact that most of the people are nowadays
avoiding the artificially manufactured foods that can have potential harm on the health of the
individual and also can cause long-term chronic illness during the time of adulthood. Hence, this
social factor of China can help in the overall growth of business in the region for Bellamy.
2.4 Technological
Technological factors are related to change in technology or introduction of new
technology. If a business is using old technology and competitors are using new technology then
it is obvious that more customers will like to use the products and services of competitors
because they are using the latest technology(Hjelmar, 2011). Bellamy Company is producing
certified organic infant formula product and is known as the premium brand in Australia. Like
various companies, Bellamy is also providing products online. Customers can check the
availability of product and shop without going to store (Annualreports, 2016). This is creating
opportunity as the company can get more customers online. Due to the decrease in pricing of
international shipping, the company is facing some challenges (Crosse, 2017).

Strategic management 6
In the context of the external market of China, it can be said that it is one of the most
technologically advanced nations of the world. Hence, it is possible for all business organization
to take the advantage of the situation for the increasing the popularity of the business(Smith-
Spangler, 2012). With the help of the technological advancement, it is possible for Bellamy to
check the quality of the food they are selling and also provide detailed information about the
nutrition components (Annualreports, 2016). The technology can also be used in the overall
purpose of digital marketing of the company, which is the easiest ways to increase the popularity
of business(Annualreports, 2016).
2.5 Environmental
People like to prefer organic fruits, vegetables, and products because the Organic food
fulfills nutrition requirement of the body. Organic farming is the more environmentally friendly
method of producing food. Bellamy Company does not use harmful chemicals for production
because company mainly focuses on the health of people. The production process of organic
food is also simpler than other food industries. The company does not use harmful materials that
can create the problem for babies and the production process is also safe from environment point
of view(Hughner et al., 2007). In organic farming, the crops hold the lower level of nitrates and
the higher level of essential antioxidants which is beneficial for the environment. Today
countries are becoming conscious of the environment and the country's government is supporting
the industries that are environment-friendly(Smith-Spangler, 2012). So this is the opportunity for
the company.
2.6 Legal
The Australian government has supported the concept of unfair trade practices. The
consumers’ rights should be protected. Company’s products should be safe and prices should be
fair. Bellamy Company produces safe and healthy baby food products. To become successful a
company has to follow legal rules and regulations. According to 2016 in the corruption
perceptions index, Australia is counted as one of the least corrupted countries(Ey, 2016).
Australian laws are clear and transparent that will work as an opportunity for the company. The
company's products are related to the health of babies that is good and a company is not
producing any harmful product so the legal factors are supportive of the company(Pivato,
Misani&Tencati, 2008).

Strategic management 7
The PESTLE analysis of Bellamy Company is given above. Through the analysis, it can
be concluded that political factors, technological factors, environmental factors, legal factors,
socio-cultural factors and economic factors are affecting operations of the company and also
influencing consumers purchasing decisions. Technological factors help to generate more
revenue for the company. The company is producing safe and healthy food products and
customers like to purchase products because the products are good in quality. It can be analyzed
through PESTEL analysis that company has many opportunities and company can use those
opportunities to get growth in the market.
3.0 Competitive analysis
Michael E. Porter has given a five force model for competitive analysis. The five forces
help to identify the strength and weakness of the industry. Porter’s five forces also help to
analyze the competition in the given industry. The knowledge of competitive analysis helps to
formulate business strategy. An attractive industry attracts many entrepreneurs as the industry
can be profitable for future. In an unattractive industry, the combination of porter five forces
gives negative or unprofitable results(Bose, 2008).
3.1 Threats of new entry (low)
Bellamy is a nutritious organic food provider for child care. Bellamy infant formula is
suitable for babies from their birth to 12 months. It includes certified organic cow's milk that is
mixed with essential vitamins, minerals, and fatty acids. The threat of new entry into organic
food industry is low due to low margin and high-cost involvement. Bellamy organic has the
Strong distribution network that is required to supply food products. If the distribution network is
weak then the transportation of goods will become more expensive and some goods will not
reach to end consumers. High investment is also required to create the strong distribution
network for organic food distribution(Smith, 2008). Organic food producers should have the
certificate from the authorities and the procedure of getting the certificate is complex. Bellamy is
a certified organic food producer company. People do not like to take the risk especially when
the matter is child's health. Bellamy has developed a strong brand image in Australia. People like
to purchase organic food products from a known brand. Companies have to invest so many
resources to create a strong brand image. In organic food manufacturing especially in producing

Strategic management 8
food products for the child, companies contain high learning curve which means new companies
have to spend the good amount of time and money to study the market before taking the entry.
The high learning curve is giving high profit to Bellamy. So it can be concluded that the entry
barriers are high in this industry(Crosse, 2017).
3.2 Bargaining power of suppliers (medium - high)
The bargaining power of suppliers is medium to high as the input materials for organic
food products production are supplied from a small number of suppliers. For the production of
organic products, unique input materials are required. Switching cost among suppliers is also
high, like in a manufacturing process certain enzymes are being used which are supplied by
specific supplier and if the company starts to get input materials from another supplier who does
not provide that enzyme then the food manufacturing company has to change complete
manufacturing process according to the availability of input materials(Lang, Barling&Caraher,
2009). The process can be very costly thus in organic food industry power of suppliers is high.
Suppliers know the information about prices, market demand, and product's cost so the
probability of negotiation with a supplier is less. The supplier can directly contact to consumers
because with some efforts supplier can become the competitor(Annualreports, 2016). Bellamy
Company has many suppliers that are supplying essential input material for the production of
baby food products.
3.3 Bargaining power of buyers (Low)
The power of buyer is low in the organic food industry as the number of the organic food
manufacturer in Australia is low. Only some companies in Australia are producing organic child
food products and the customers are large. Buyers have to purchase products from the available
companies so they have little option. Bellamy organic is one of the well-known child food
producer companies. The company’s products are in demand because of the quality of the
products. The price of products remains fixed and the customers cannot do the bargaining for
prices. It has been seen that in China and in other Asian markets, consumers' demand for infant
formula is increasing(Godfray et al., 2010).

Strategic management 9
3.4 Threats of substitutes (low)
Customers like to use organic food products as the products are good for health and they
do not like to switch from organic products to other products. Bellamy is producing high-quality
food products and customers prefer organic products as they are produced with natural
ingredients. Today people like to use natural and organic food products because they are
becoming more conscious towards the health(Bellamysorganic, 2017). People like to use
certified organic products because certified products are trusted products. Especially when the
topic is related to child's health the parents prefer to use the products that are healthy and safe
(Falguera, Aliguer&Falguera, 2012).
3.5 Industry rivalry (Medium)
The organic food industry is a competitive industry as the companies are trying to
increase their market share by introducing new products and services. Introduction a new product
in the market and to make the product popular is very complex tasks as much effort will be
required to attract customers(Paul &Rana, 2012). Major competitors of Bellamy are Blackmores,
Devondale, Aussie baby, Farm Daisy, Bubs and Viplus(Annualreports, 2016). Bellamy organic
has the advantage as the company is mainly focusing on baby food products and competitors are
focusing on other products as well. In Bellamy, customers can place the order for the product on
the website also.
The analysis helped to understand the inter connectors of competitive forces. The
analysis also helped to establish the link between competitive force and macro environment. It
can be concluded from the above description that the bargaining power of suppliers is high and
other forces like bargaining power of buyer are low, threats of new entry and substitutes is low
and industry rivalry is medium.
4.0 Strategic capabilities
4.1 Competitive advantage
A company that uses the resources and competency properly and also responds to the
opportunities gets the sustainable competitive advantage. One effective framework is VRIO that
includes elements like valuable, rare, costly to imitate and organized to capture value. The

Strategic management 10
framework can help to analyze Bellamy’s strategic capabilities. Company’s resources and
competencies can give the competitive advantage over competitors(Porter, 2009).
5.0 Bellamy’s resources and competency
Physical resources
Bellamy organic is producing the range of baby's health care products that include
necessary vitamins and dietary supplements. The products of Bellamy are the infant formula,
toddler milk, follow-on-formula, baby porridge, baby rice, apple, brown rice pasta, grain, fruit
snacks, baby macro in, teething rusks, vegetable macro in and ready to serve meals. Bellamy's
products are produced for three specific age groups like 0-6 month's age group, 6-12 month's age
group and 1-3 years age group. Infant formula milk power focuses on new born
baby(Bellamyorganic, 2017). Till today the company has launched various baby food products in
the market and has established a strong brand image in the market. The products of Bellamy are
available in many Australian outlets and also available online.
Bellamy Company has got certified organic from National Association for Sustainable
Agriculture Australia. It is authorized by United States Department of Agriculture. The major
competency of Bellamy is, the brand is popular in Australian markets and company products are
Austrian made and also provide the guarantee to customers. Bellamy has also got Chinese
certification for organic milk to provide services in China(Aaltonen et al., 2015).
Financial resources
Bellamy Company has strong balance sheet position. Direct sales also increased in the
Chinese market. Sales and profit are increasing year by year. Net operating cash flow trend is
also increasing. From the reports of the company it can be analyzed in 2014 to 2016, the
shareholders of the company have earned high profit.
The company achieved financial competency by reducing working capital requirement
and by maintaining the operating cost. The company also achieved growth in shareholder
returns(West, Ford & Ibrahim, 2015).
Human resources

Strategic management 11
In the team of the company highly talented and passionate people are working. Bellamy
Company has established the good relationship with supply chain members. Bellamy is working
with best organic farmers, suppliers, and manufacturers. Bellamy team is mainly based in
Launceston and the sales teams are located in China, Perth, Sydney, Singapore, Melbourne, and
Brisbane. Team members mainly focus on customers' demand. The number of employees is
increasing and the number of women in the team is also increasing(Annualreports, 2016).
The team in Shanghai is supporting operations in China business and team in Singapore
is supporting operations in South East Asia business. Supportive human resources are helping to
face dynamic environmental conditions. Bellamy's customer representatives also provide the
personal consultation to customers. Bellamy has done the partnership with a Baby tree, the
popular website in China(Annualreports, 2016).
5.1 VRIO analysis
Bellamy Company has built the strong relationship with partners. The company will
expand the operations in South East Asia and in Australia. The products of Bellamy will be
available across Australia and the company is going to open several Austrian outlets to increase
distribution. The company will have growth opportunities in Philippines, South East Asia, and
Indonesia and also will expand market share in Malaysia, Vietnam, and
Singapore(Annualreports, 2016).Bellamy is also focusing on strategies to increase demand for
organic products. The VRIO analysis of Bellamy is shown here.
Value
Bellamy has focused on four strategic points: Company is improving digital existence in
Asian markets by using direct sales method via e commerce. The company is focusing to
increase demand for products in Chinese market. Bellamy has the goal to become the world
leader in organic baby food products. The company is maintaining its leading position by
introducing new products and holding market share more than 50%(Bellamysorganic, 2017).
Company products are available in medium to high price range.
Rare
To meet the increasing demand from Australian markets and Asian regions, the company
is using unique operational capacity. The company is focusing to increase the capacity to meet

Strategic management 12
new requirements.The company has also invested in additional plants and equipment to sustain
high-quality production(Willer&Lernoud, 2016).
Imitability
Bellamy Company has a high global presence in around 15 countries that need the good
amount of time and high resources to imitate. Bellamy is specialized in producing child food
products. For competitors, it will be very hard to create the strong distribution network in China
as there are so many regulations related to sales and distribution of health products in China
(Annualreports, 2016).
Organized to Exploit
Bellamy is increasing its distribution facilities and also planning to launch new products.
The company is focusing to expand its supply chain by connecting new members. The company
is using effective data management system to maintain agile workforce(Zanoli, Gambelli&Vairo,
2012).
6.0 Conclusion
The report focuses on the strategic management potentiality of Bellamy, the Organic food
producing company. The ideas derived from the PESTLE analysis ensure that the company has
the numerous opportunities to grow in the international market. The development of the taxation
and legislations regarding the labor welfare is much opportune for the company to grow the
business. On the other hand, the changing inflation rates in the economic structure are also
signifying the potential opportunities for the business. These days, people are quite aware of the
necessity of organic baby food that is free from the artificial ingredients. Hence, the company
may receive supports from the socio cultural background, but the continuous occurrence of the
community issues may affect the business much significantly. The study provides the idea that
the company is much adaptive in using the advanced technicalities for the business. Hence, this
adaptive characteristic is the biggest strength of the company. Due to such advancements, the
company can establish the strengthened position in online sites as well. The online marketing is
the most common trend in current world that ensure profitability for the firm.
The ideas derived from the Porter’s Five Forces Analysis, it is noted that the company
has the significant opportunities to grow in the competitive market. The high quality ingredients
for preparing the organic food are the strength for the company. However, the high price of the
products, on the other hand, can be considered as the weakness. It is needless to mention that the
availability of the adequate resource is the strength of the company that can serve well in a

Strategic management 13
competitive ground. However, the poor pricing structure would thus be considered as the
weakness, which is needed to be modified for securing the competitive edge. The competitive
rivalry has the high chance of enhancements in a lower growth country. Therefore, it can be a
major threat for the company. Hence, the adjustment in the strategic decision making would be
much preferable for Bellamy to secure the competitive position.

Strategic management 14
References
Aaltonen, S., Heinze, A., Ielpa, G. and De Tommaso, D., 2015.‘Enterprise cultural heritage: The
source for sustainable competitive advantage and survival for food sector SMEs’, The
International Journal of Entrepreneurship and Innovation, 16(2), pp.73-83.
Aertsens, J., Verbeke, W., Mondelaers, K. and Van Huylenbroeck, G., 2009.’ Personal
determinants of organic food consumption: a review’, British Food Journal, 111(10), pp.1140-
1167.
Annual reports, 2016. Annual Report, Bellamy’s Australia Limited. Viewed on 5 August, 2017
from http://www.annualreports.com/HostedData/AnnualReports/PDF/ASX_BAL_2016.pdf.
Bellamyorganic, 2017.Organic infant formula.Viewed on 20 July, 2017 from
https://www.bellamysorganic.com.au/my-baby-is-0-6-months/.
Bellamysorganic, 2017. Why Choose Bellamy’s?.Viewed on 20 July, 2017 from
https://www.bellamysorganic.com.au/.
Bellamysorganic, 2017.About Bellamy’s Organic.Viewed on 20 July, 2017
fromhttps://www.bellamysorganic.com.au/about-us/.
Bellamysorganic, 2017.How to Make Healthy Family Eating Habits, Viewed on 20 July, 2017
from https://www.bellamysorganic.com.au/blog/make-healthy-family-eating-habits/.
Bose, R., 2008.’Competitive intelligence process and tools for intelligence analysis’,Industrial
Management & Data Systems, 108(4), pp.510-528.
Chenoweth, L., 2008. ‘Redefining welfare: Australian social policy and practice’, Asian Social
Work and Policy Review, 2(1), pp.53-60.
Crosse, B., 2017.An Explorative study into growth strategies used for developing a large-scale
niche dairy Industry in Ireland.

Strategic management 15
Ey, 2016. Transparency International Corruption Perceptions Index 2016, viewed on 5 August,
2017 from http://www.ey.com/Publication/vwLUAssets/EY-Transparency-International-
Corruption-Perceptions-Index-2016/$FILE/EY-Transparency-International-Corruption-
Perceptions-Index-2016.pdf.
Falguera, V., Aliguer, N. and Falguera, M., 2012.‘An integrated approach to current trends in
food consumption: Moving toward functional and organic products?’,Food Control, 26(2),
pp.274-281.
Godfray, H.C.J., Beddington, J.R., Crute, I.R., Haddad, L., Lawrence, D., Muir, J.F., Pretty, J.,
Robinson, S., Thomas, S.M. and Toulmin, C., 2010.’Food security: the challenge of feeding 9
billion people’,Science, 327(5967), pp.812-818.
HamzaouiEssoussi, L. and Zahaf, M., 2008.‘Decision making process of community organic
food consumers: an exploratory study’,Journal of Consumer Marketing, 25(2), pp.95-104.
Hjelmar, U., 2011. ‘Consumers’ purchase of organic food products.A matter of convenience and
reflexive practices’,Appetite, 56(2), pp.336-344.
Ho, J.K.K., 2014. ‘Formulation of a systemic PEST analysis for strategic analysis’,European
Academic Research, 2(5), pp.6478-6492.
Hughner, R.S., McDonagh, P., Prothero, A., Shultz, C.J. and Stanton, J., 2007. ‘Who are organic
food consumers? A compilation and review of why people purchase organic food’,Journal Of
Consumer Behavior, 6(2‐3), pp.94-110.
Lang, T., Barling, D. and Caraher, M., 2009.Food policy: integrating health, environment and
society. OUP Oxford.
Michaelidou, N. and Hassan, L.M., 2008.’The role of health consciousness, food safety concern
and ethical identity on attitudes and intentions towards organic food’,International Journal of
Consumer Studies, 32(2), pp.163-170.
Morgans, 2015. An organic growth story, viewed on 5 August, 2017 from
https://www.morgans.com.au/~/media/44A8CC9140C14B718F11E562B84DA9E1.as.

Strategic management 16
Paul, J. and Rana, J., 2012.’ Consumer behavior and purchase intention for organic food’,Journal
Of Consumer Marketing, 29(6), pp.412-422.
Pivato, S., Misani, N. and Tencati, A., 2008.‘The impact of corporate social responsibility on
consumer trust: the case of organic food’,Business Ethics: A European Review, 17(1), pp.3-12.
Porter, J., Costanza, R., Sandhu, H., Sigsgaard, L. and Wratten, S., 2009.’ The value of
producing food, energy, and ecosystem services within an agro-ecosystem’, AMBIO: A Journal
of the Human Environment, 38(4), pp.186-193.
Senauer, B. and Seltzer, J., 2010. ‘The changing face of food retailing’,Choices, 25(4).
Smith, B.G., 2008. ‘Developing sustainable food supply chains’, Philosophical Transactions of
the Royal Society of London B: Biological Sciences, 363(1492), pp.849-861.
Smith-Spangler, C., Brandeau, M.L., Hunter, G.E., Bavinger, J.C., Pearson, M., Eschbach, P.J.,
Sundaram, V., Liu, H., Schirmer, P., Stave, C. and Olkin, I., 2012. ‘Are organic foods safer or
healthier than conventional alternatives? A systematic review’, AnnalsOf Internal Medicine,
157(5), pp.348-366.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press.
Willer, H. and Lernoud, J., 2016.The world of organic agriculture.Statistics and emerging trends
2016 (pp. 1-336).Research Institute of Organic Agriculture FiBL and IFOAM Organics
International.
Zacharias, J., Zhen, B., Han, X. and Huang, Y., 2017. Local environment and social factors in
primary school children's afterschool commute in China. Preventive Medicine Reports.
Zanoli, R., Gambelli, D. and Vairo, D., 2012. ‘Scenarios of the organic food market in
Europe’, Food Policy, 37(1), pp.41-57.

Strategic management 17