Effective Marketing Strategies for Beckett Organics: A Strategic Marketing Analysis

RUNNING HEAD: STRATEGIC MARKETING 0
Strategic Marketing
STUDENT’S DETAILS-
2020

STRATEGIC MARKETING 1
Introduction
Strategic marketing is regarded as the method in which the company strives to differentiates
itself and provide value to the customers by major strengths. It determines the plan of the
company to target and converting them into the products and services of the company.
Further, effective marketing takes into account the various factors which will lead to the
higher customer satisfaction through the facilitation of the distinctive value to the customers
(West, et al., 2015). Here, the report is based on the strategic marketing of Beckett
Organics which is UK based company that sells organic products and adheres to the
guidelines to the organic certification. The report has summarized the suggestions on the
effective marketing of the products. Further, SWOT analysis of the Beckett is explained in
which the strength, weakness, opportunity and threats for the company along with the
marketing mix framework for the company. The report has summarized the marketing
strategies and the evaluation of the target market for the sustained growth of the company.
Suggestions on Effective Marketing
Marketing effectiveness can be achieved through the measure of the strategy which can lead
to the maximization of the goal of the company (Kayabasi & Mtetwa, 2016). Similarly,
John Beckett is suggested to make the business developed through effective marketing in
which the company can generate the leads through the tactical activities. The company is
suggested to make the objectives of marketing which are clear and unambiguous in the mind
of the customers. Moreover, the company can set the marketing objectives for the promotion
of the organic products which the company strives to attain within the stipulated time. Also,
the effectiveness in the marketing can be achieved through the use of the marketing strategy
which best suits the product of the company and the target customers (Newman, 2016).
Further, effectiveness in the marketing can be achieved through the corporate structuring of
the product which can compel the customer to make the purchase of the product. Similarly,
the Beckett can provide the value to the customers through the brand positioning in which the
company can communicate their value along with the explanation of different attributes of
the product in return of the price paid for the products. Also, it is important for the companies
to be innovative and creative in terms of the maintenance of the corporate identity. Moreover,
Beckett can ensure the effective marketing by making innovations in the marketing tactics
through the choosing a distinctive packaging for the organic products, choosing of the

STRATEGIC MARKETING 2
appropriate mode for the communication of the brand and also selecting a specific offering
which can reach to the target audiences. Besides, effective marketing requires to be managed
through the marketing infrastructure in which the marketing activities are specifically being
pulled back together for improving the business results (Shen, et al., 2016). Moreover,
Beckett should make their marketing efforts managed through the coordination and
motivation of the marketing activities which can facilitate the company to get the desired
results.
SWOT Analysis
Performance of SWOT is crucial for the company as it will determine the internal resources
of the company which it can successfully use for the future marketing operations. This seeks
to identify the strengths and weaknesses for the utilization of opportunity and avoiding
threats in the future. SWOT of Beckett Organics is as follows:
 Strength: Beckett Organics have been engaged in the facilitation of the organic
vegetables which are environment friendly and are considered as the symbol of
healthy lifestyle (Fresh Plaza, 2014). These products are treated as the strength of
the company. Also, the company has the huge customer base of millennials as these
are the people who are buying organic food. This product offering is strength of the
company.
 Weakness: The key weakness of the company is that the company faces the
difficulties due to the changes in the lifestyle of the customers. Also, the weakness
can also be explained as the difficulties in the differences in the enforcement of the
standards for the organic quality. Further, the products of the company are very
expensive being into the organic industry (Daily Meal, 2016). Particularly, the
organic vegetables are less appealing than other non-organic products which makes
the company’s products less attractive into the market.
 Opportunity: The organic sector in UK is one of the growing sectors which can be
seen from the fact that 45 pounds in a week are spent on organic products (Ledsom,
2019). This can be seen as the opportunity for the business to grow and expand
globally. Apart from this, due to the changing preferences of the customers in terms of
lifestyle and choosing of healthy food products can create a good market for the
company. As the products of the company are not destructive for the soil and water,

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the company has an opportunity for the expanding of market and earn the market
share by serving the products to the target market.
 Threats: Beckett Organics faces the top threats in terms of the competition from other
supermarkets which are into the organic industry and are providing cheap organic
products. Also, the organic products are very expensive to be sold into the market.
The organic products are 40 percent more expensive than the non-organic products,
which can be the threat for the company in terms of loosing of the market share
(Daily Meal, 2016). Further, the company also faces threats of various regulatory
requirements which are crucial for the meeting of the legal compliances.
Marketing Mix
Marketing mix is defined as a framework that deals with the marketing strategy for the
company which the company will use to provide superior customer value. It includes the
subsets of marketing strategies that can be used by the company as follows:
 Product: Product is defined as the physical attributes of the product which includes
the design and packaging of the product. Moreover, the product of Beckett Organics
is organic vegetable which is recommended to be good in quality and consist of some
appealing additional feature. Also, apart from the vegetables, the company should
increase the categories in which the company should provide the variety of the
products.
 Price: Price is defined as the value paid in return of the product. The price of the
product is kept reasonable and affordable which can meet the needs of the customers.
As the company faces stiff competition with supermarkets in the UK organic product
market, the company is expected to keep the prices low and affordable which can also
make the products competitive in terms of prices.
 Place: Place is concerned with the physical distribution of the product. It seeks to
facilitate the products at the right place, to the right customers and at the right time.
Moreover, Beckett Organics can use the proper distribution channel for the facilitation
of the organic products through the appropriate handling. The company can use the
effective logistics and supply chain management in which the company can make the
suitable delivery of the products to the target customers (Shen, et al., 2016).
 Promotion: Marketing mix framework can consist of the promotion which seeks to
promote and advertise the product in order to create the awareness of the product.