ATMS Edu: Marketing Case Study Analysis for Beckett Organics

This case study analyzes Beckett Organics, focusing on developing effective marketing strategies for their organic vegetable business. The analysis includes a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The marketing mix (product, price, place, promotion) is developed to address the specific needs of the business. The study also examines Porter's generic strategies, recommending cost leadership and differentiation approaches. Additionally, it explores marketing strategies for organic vegetables, including advantages and disadvantages, and suggests strategies for entering new markets, including a PESTLE analysis. The case study considers target markets for sustained growth and potential innovations. Finally, it provides insights into the pros and cons of entering emerging markets and concludes with recommendations for the business. The assignment is contributed by a student to be published on the website Desklib. Desklib is a platform which provides all the necessary AI based study tools for students.

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. What advice would you give to John about developing his business through more effective
marketing?...................................................................................................................................1
2. Perform the SWOT for Beckett...............................................................................................2
3. Develop the marketing mix for Beckett..................................................................................4
4. Explain with reasons the Porter’s generic strategies you would suggest for Beckett.............5
5. Suggest the marketing strategies that John should use to market his Organic vegetables
since this is a new and upcoming area of business? Bring out the advantages and
disadvantages of the strategy. ....................................................................................................7
6. Bring out the appropriate strategy that you would suggest if this company is to start
marketing its products in your home country? Explain with reasons by Performing the
PESTLE analysis for your home country....................................................................................9
7. What in your opinion are the pros and cons that an organization of this type usually need to
face? When they enter emerging markets?...............................................................................11
8. What should be Beckett’s target markets for sustained growth?..........................................11
9. What are the different innovations that Beckett could think of introducing to his business?
...................................................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a procedure of interesting potential clients as well as customers purchase
products and services. For this procedure require to focus on different activities like researching,
promoting, selling and distributing of products & services (Atwal and Williams, 2017). To sell
out the products in market require to apply effective promotional strategies which are influencing
of people to purchase their products and services. Through marketing research business and
people link with each other on the basis of different information which is utilised by business to
recognise and outline all the marketing opportunities and issues. The discipline centre of market
study and consumer behaviour determine about administration policies that set by organisation as
per the requirement. Along with, it is utilised to attract, achieve and retain customers by fulfil all
the requirements. The term of marketing important for business to get growth & success for
longer period of time and apply all the changes as per the trends. This report based on the case
study of Beckett Organics in which discuss about the organic products and other relatable things.
This report consist of developing business by effective marketing and present SWOT for
Beckett. Along with prepare a marketing mix for Beckett and define reason to apply porter's
generic strategies. Moreover, advise effective marketing strategies for organic vegetables for
upcoming area of business and apply PESTLE analysis for business to determine external
factors. Identify Pros and Cons of business to analysis when tap into emerging markets.
Additionally, identify Beckett's target markets for sustained growth and various innovations to
introduce business into market.
MAIN BODY
1. What advice would you give to John about developing his business through more effective
marketing?
Strategic marketing is a way where a firm effectively distinguish itself as compare with
competitors where capitalising its strength to offer consistently that provides better value to
customer as compare of the rivals. There are providing advise to John for developing business
through effective marketing. For this require to use effective marketing approach which is based
on the effective marketing strategy (Erevelles, Fukawa and Swayne, 2016). In order to develop
business through market provide advice them such as:
 Apply innovation in products that attract people to purchase their products effectively.
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 To sell out the product in the market require to apply effective marketing strategy which
is easily applied on organic foods and vegetables and increase sales of business.
 To conduct this business require to conduct different activities in appropriate manner and
prepare a effective plan and follow all the procedure step by step.
 Set up effective strategic marketing with marketing mix that presents that where require
to apply modification. After that according to changes apply all the activities properly.
 Contact to various types of retail store which is only conducted activities in organic food
and helps to business to generate more profitability in positive manner.
2. Perform the SWOT for Beckett
SWOT analysis: It is a strategic tool which is applied by the organisation to determine
internal activities. With the help of this tool evaluate the strength, weakness, opportunity and
threat of the company. It supports to John Beckett in their business and identify all the factors
that impact on the internal activities in direct manner (Felix, Rauschnabel and Hinsch, 2017).
Strengths-
 Healthy lifestyle is the biggest benefit of organic farming. It is beneficial for Beckett
organic to continue in organic farming because it helps customers in maintaining a
healthy lifestyle resulting in increased sales. Health-conscious customers will be attracted
towards purchasing organic vegetables as they are good for health.
 Quality product offerings is another benefit which organic farming offers. It makes sure
that fresh farm produce straight away reaches customers. Customers are now preferring
organic produce as it is free from harmful chemicals and fertilizers. This offers a great
business prospect for Beckett organic.
 Sustainability of organic vegetables help in satisfying human needs. Also the economic
viability of in-farm operations is maintained. Overall, it is good for business of Beckett
organic as it is a concept that is likely to stay in the market for a long time.
 Organic farming facilitates high social value by enhancing volunteerism, self-help and
self-determination. It is advantageous for Beckett organic as a healthy society will benefit
his model of business (Halpern, 2018).
Weaknesses-
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 Organic vegetables are less uniform in nature. This results in supermarket buyers not
being attracted towards them. This affects the business model of Beckett organic as it will
result in fewer prospective customers.
 Organic vegetables are quite costly in comparison to their non-organic counterparts.
Beckett's business is affected by this as price-sensitive customers won't approach for
buying organic vegetables.
 There is a lack of awareness among farmers for organic farming as not much research
and development work has taken place in methods, tools and techniques of organic
farming. This can create problem for Beckett organic as supplies of essential inputs from
farmers will be affected.
 Also, Organic farming offers low yield to farmers for their inputs. This is an issue for
Beckett organic as the per unit cost of production is high (Harmeling and et.al., 2017).
Opportunities-
 Growth of home supplies offers an exciting opportunity to Beckett organic as direct
orders can be received and delivered. This will help in enhancing profits.
 There are technological innovations being brought in techniques of organic farming
which will help Beckett organic in growing good produce.
 Government subsidies for organic farming are facilitating farmers like Beckett organic to
increase their produce in the market.
 Environmental benefits offered by organic farming due to no pesticides or harmful
chemicals used offer an exciting potential in the future for Beckett organic.
Threats-
 Cheap imports act as a threat for organic products as there cost is much less than the
produce of Beckett organic.
 Climate change acts as a major concern because change in weather can affect the quality
of produce of crops. Thus it is a threat for Beckett organic.
 Uncertain market for organic vegetables is also a threat for Beckett organic because there
is no substantial base of customers to rely upon who will make repeated purchases.
Higher certification cost can increase the overall cost of produce for Beckett organic which can
substantially lower profit margin (Hofacker and et.al., 2016).
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3. Develop the marketing mix for Beckett
Marketing is an important factor which determines the success of a particular product or
service in the market. It is important to frame a marketing strategy which will make product
desirable among customers. The marketing mix in the context of Beckett organic is as follows-
Product- The product being offered by Beckett organic is organic vegetables. The
offering is right in the context of market as there is a rapidly increasing health consciousness of
people for their lifestyle. However Beckett organic is facing issues of lower turnover and profit
margin. For resolving this issue it should focus on segmenting its customers and setting a right
price in a price-sensitive market. This will enable its product to become successful in market.
Price- The price of organic vegetables of Beckett organic is comparatively more than
conventional vegetables. This makes it look less attractive for the customers. Beckett organic
should focus on setting a lower price than the conventional vegetables so that customers can be
targeted. Also, it can use schemes like discount offers on bulk purchases, cash discount which
will help it in increasing sales (Järvinen and Taiminen, 2016).
Place- The market of U.K. has enough potential for organic vegetables. It is witnessing
rapid growth of health-conscious customers who wish to purchase them. However, Beckett
organic is facing issues of not being able to attract customers of nearby localities. Thus, it should
increase its base in the target market of areas nearby and must also focus on expansion of
business in other areas after finding out the viability. It should also concentrate on increasing
supplies to restaurants and hotels which would enable it to reach the turnover levels required to
manage a sustainable level of profit.
Promotion- Beckett organic is lacking in its promotion strategies which are extremely
essential for increasing sales in the market. The organisation should concentrate on attractive
schemes and offers which can bring customers towards purchasing the product. It can lower its
price than the other organic vegetable retailers to evade competition. Also it can concentrate on
offering discount and other attractive schemes. It can use advertisement techniques by
advertising in newspapers to catch the attention of customers. Also it can use modern techniques
like online promotion and increasing its social media presence to connect with new generation of
clients. It can issue coupons for purchase and can keep a small reward for it which will increase
sales. Also it can provide loyalty benefits to its loyal customer base which will help in
facilitating repeated sale of organic vegetables (Katsikeas and et.al., 2016).
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From the above marketing mix, it can be concluded that Beckett organic should focus on
all the four parameters of marketing mix to increase its presence in market and to restructure its
business. It can concentrate on providing quality organic vegetables, setting the right price for
target market, expanding its base in U.K. and using the right promotion methods. This will help
in restructuring of business.
4. Explain with reasons the Porter’s generic strategies you would suggest for Beckett
The Porter's generic strategy can be applied by the business to get direction in
competitive environment. This strategy has been introduced by the Michael Porter in 1985
through book of competitive advantages. Along with to bring out the ways where organisations
maintain its long term profitability effectively. These strategies mostly utilised to build up key
operating procedure and outmanoeuvre rivals (Kotler and et.al., 2017). It is categorised into four
aspects such as:
Cost leadership: The main aim of this strategy to become the lowest cost producer in the
industry. This method is known as traditional method which is applied to accomplish set
objectives and exploit the business at economies at scale. This strategy is important for the
business because different market segments in particular industry are provided with the
emphasize keep on reducing costs. It is mainly related with the large scale business where
standard products related with the little differentiation which are acceptable with the majority of
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customers. There are identified various ways in order to achieve cost benefits by increasing
procedure ratio, acquiring specific access to a large source of lower cost material. Such as,
Beckett apply this strategy to improve technology and meet with all the requirements after
leading as competitors be able to production capabilities (Martin and Murphy, 2017).
Differentiation: According to this strategy a business mainly focus on the larger market
rather than to acquire competitive market benefits by differentiation across the whole of an
industry. There are consisting of selecting one or more area which is utilised by the market and
get effective position to meet set criteria. It is mainly connected with the premium price of the
product that impact on the higher production cost and focus on the addition value with effective
features of consumer. There are identified different ways in order to achieve all the market
investments effectively. Such as, Bareket adopt this strategy for sustained marketing investment
where recognise different methods like:
 Superior Product quality (features, advantages, durability & reliability)
 Industry range circulation across all major channels (Product or brand is an essential item
to be stocked by retailers)
The differentiation leadership consist of interactional product that sell out by organisation
at broad level. These brands mainly based on the economies of scale that relate with the cost
leadership strategy effectively.
Cost Focus: It is a type of generic strategy which is based on low cost producer in which
provide a quality at particular level. This firm has been selling out the products at average
manner top earn profitability on different types of products. Eventually, without a price war
require to mature about the industry and deduct the price as per the cost of products. It is mainly
applied by business to target large market and achieve cost advantages for the effective
procedure of business (McDONALD, M.A.L.C.O.L.M., 2016)..
Differentiation Focus: The objective of this strategy to just one or a small number of
target market segments. According to this strategy focus on the requirement of customer as per
the segment which is providing different possibilities in regard of different products who may be
targeting a wider group of customer. Such as, Beckett select this strategy so assure about the
taste of preferences about the customer. In simple words, there is identified particular basis for
differentiation in which analysis of competition in regard of their products as well as services. It
is mainly concentrated on niche marketing strategy. Most of the small business can acquire this
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strategy in order to acquire greater prices rather than un-differentiated products by specialist
experts to add value of customers.
Justification: From the overall strategy apply differentiation focus strategy which is
suitable for small size of business. John is working in organic vegetables and sell out to different
types of customers. This strategy helps to assure about the taste of customers and recognise all
the issues on the basis of various needs and wants of customers. So it is suggested that adopt
differentiation focus strategy in order to achieve all the requirements of business in better manner
(Moorman and Day, 2016).
5. Suggest the marketing strategies that John should use to market his Organic vegetables since
this is a new and upcoming area of business? Bring out the advantages and disadvantages
of the strategy.
Different types of marketing strategy utilised by the business in order to coordinate with
customer and fulfil the requirement on time. In present time companies aware about the customer
activities, features, specification and advantages of company's products. These strategies mainly
concentrated on the motivating to target people in regard of particular products as well as
services. The appropriate marketing strategies might be totally innovative and tested all the
strategies effectively. There are defined different types of marketing strategies in regard of the
organic vegetables and upcoming area of business. Along with defined advantage and
disadvantage of business in broad manner such as:
 Business to business marketing (B2B)
 Business to consumer marketing (B2C)
Paid advertising: It is a most common strategy which is applied by the organisation for
the marketing of their products in effective manner. There are consisting of various traditional
approaches that based on the print media advertising. It is one of the famous strategy based on
the internet marketing. It is consisting of different methods like PPC (pay per click) and paid
advertising. Advantage: The main advantage of this marketing strategy to pay sufficient amount to
vendor and it also helps to understand of customer requirement in changing trends.
Otherwise it shows negative impact on business. Accordingly targeted to right group that
based on habits, wants, desires, behaviours and many others (Papadas, Avlonitis and
Carrigan, 2017).
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 Disadvantage: It is taking high cost of marketing which is not paying by every
organisation effectively. This strategy is not working every time to attract target people
because many time face huge losses by the business.
Direct Selling: It is defined as direct sell out all the products which is directly impact on
the non retail environment that sold out the products by direct sales. It is not mainly found of
typical retail locations that means finding a distributor and apply one and only method for the
particular products and services. There are defined merit and demerit of particular marketing
strategy such as: Advantage: it is providing advantage to direct sale to target people without any mediator
that supports to business in order to generate higher returns. Without the use of retail
outlet, it is required to focus on storage and delivery logistics (Pappas, 2016).
 Disadvantage: Some direct selling techniques related with the environmental activities
that impact on the retail activities in proper manner. Some people find direct marketing
annoying and intrusive. When people search out marketing mail annoying so it can help
to develop a negative brand association.
Internet marketing: It is also defined as cloud marketing in which business send mails
and preset ad of their business on different sites. It is awaking of people in regard of their
business and visit the site. Such as john apply this strategy to introduce their products and
services at large manner. It helps top easily meet with customer requirement and contact with the
various retail stores where selling put the organic foods. So accordingly set all the strategies in
appropriate manner. There are defined Advantage and disadvantage of this strategy such as: Advantage: Through this strategy face low risk which is beneficial of business and easily
conduct all the activities appropriately. Faster response to both marketers and the end
user. Along with increased capability to measure and gather data in regard of business
and effectively utilised in systematic manner.
 Disadvantage: The main drawback of this strategy that it is mainly based on the
technology so many time company face the problem of tracking data, safety issues and
many others. For this marketing require to higher cost and proper maintenance and highly
qualified person who have knowledge about it in proper manner (Payne, Peltier and
Barger, 2017).
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6. Bring out the appropriate strategy that you would suggest if this company is to start marketing
its products in your home country? Explain with reasons by Performing the PESTLE
analysis for your home country.
Marketing strategy provides a long term planning with the fundamental goal to gain a
competitive position within the market and it act as a link between the organisation and its
customers. There are various marketing strategies such as direct selling, advertisement, public
relation and so on to create an awareness among the customers about the organic products. The
appropriate strategy that help the company in marketing its products in context of Beckett
Organic is Direct Selling. Direct Selling involve the sale of goods and services directly to the
consumers. This strategy is considered as appropriate because it enable the customers to see,
judge and test the products and help them to provide more information about the product. Direct
selling does not involve the selling of goods by telephone or mail order but it consider the
physical presence of direct seller and customers as it is a form of non store retailing (Peattie,
2016)..
The PESTEL analysis is conducted to ascertain the framework of macro economic factors
that is used in the strategic planning of a business and it also aids to scan the environment for
determining the market growth, business operations and direction for operations. It consist of
various elements such as political, economic, social, technological, environmental and legal
changes as it have a direct impact on the decision making and monitor the macro environment
factors that have a direct impact on an organisation's performance. In the context of Beckett
Organic, the same is presented as follows:
Political factors: These consist of various elements such as political stability,
government policy, corruption, trade restrictions and so on. UK has the most powerful political
strength in the world ant it has a multi party system that consist of two parties namely,
conservative and labour party. The political power within the confines of UK provide
opportunities for entity such as Beckett Organic to carry out the smooth operation in a feasible
manner. The ruling party in UK is constant for a long period of time and the manager of Beckett
Organic prepare the long term plans regarding the sales and operation of a business. The vote for
Brexit, that is withdrawal from the European Union has created the unimaginable chaos and
leads to increase in prices of fruits and vegetables within the market (Roberts, Kayande and
Stremersch, 2019).
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Economical factors: These aspects includes exchange rates, interest rates, inflation rates
and so on. UK is considered as the fifth largest GDP in the world and the Brexit has adversely
affected the economic condition of the country. This results an decrease in employment and also
there is decrease in corporation tax that is currently 18%. Due to higher GDP, foreign direct
investment help to promote expansion in the country and also attract large number of investors.
This give the opportunity to the Beckett Organic to increase its profitability and productivity
within the confines of UK.
Social factors: These includes various aspects such as changes in lifestyle, population
growth, career, cultural barriers and so on. This provides an opportunity to the Beckett Organic
to provide organic vegetables and fruits to meet the preferences of customers. The concerned
firm focuses on providing new and innovative products to gain a large access of customers from
different parts of the country (Sajid, 2016).
Technological Factors: This comprises of various elements such as level of innovation,
technological awareness and research and development activity. UK is considered as the most
technologically advanced country in the world. The emerging trends in the technology help the
Beckett Organic to simplify its working process in order to gain a competitive and significant
position across the globe.
Environmental factors: These comprises of various elements such as weather, climate,
environmental policies and so on. It is required for the organisation to adopt eco friendly
techniques to gain large access of customers. In this regard, the Beckett Organic foster
sustainable development and adopt the 3R's strategy, namely, reduce, reuse and recycle in order
to provide protection to environment and also to the society.
Legal factors: All such factors that are interrelated with norms and culture of legal and
government authorities within the respective nation. The legal factors cover various laws such as
employment laws. Discrimination laws, antitrust laws and so on and it also contain all laws and
legislations which affect the business operations. Beckett Organic abide the stipulated laws and
regulations in order to avoid getting indulged in negative consequences as it hamper the image
and stake of organisation at a global pace. The concerned firm gains all knowledge related to
laws within which it operates so that it can enforce a culture wherein the employees realise the
significance of complying with laws to gain a significant position in different parts of the country
(Shankar and et.al., 2016).
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