Principle of Marketing Assignment: GoGreen Paradise Market Analysis

This report provides a comprehensive marketing analysis of GoGreen Paradise, an organic food company based in Calgary. The report begins with an executive summary and an introduction that outlines the growing prominence of organic products in the food market. It then delves into the bac...Read More

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Title: Principle of Marketing
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Executive Summary
Organic market has evolved immensely in the last few years and will grow more rapidly in by
the year 2020. The products are good for both health and environment. There are a number of
organizations that has been emerging with great quality of organic products. In this assignment,
the organic food organization GoGreen Paradise has been opted to analysis the changing trends
and conditions that are favorable for the organization to build a marketing plan. The analysis also
helps in identifying the strengths and the weaknesses of the organization.
Contents

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Introduction......................................................................................................................................3
Background of GoGreen Paradise...................................................................................................4
Situational Analysis.........................................................................................................................4
PESTEL Analysis............................................................................................................................6
SWOT Analysis...............................................................................................................................8
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
Image References.......................................................................................................................13
Introduction
The food market of the world has evolved immensely in the last two decades with a wide
range of organic products being introduced in the market. Organic products have acquired a huge
prominence in the market and are consumer’s favorite as they do not use any synthetic

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herbicides, pesticides, and fertilizers for the production of the products. They are manufactured
in a sustainable environment and in a responsible way, so as to protect the environment and the
health of the people. The organic organization that is being examined in this assignment is
GoGreen Paradise that is an organic organization that specializes in organic vegetables, fruits,
meats, and other products.
Image source: (cdn-a.william-reed.com)
Background of GoGreen Paradise
The company GoGreen Paradise is an emerging organization of Calgary. The company
was started with a concern for the health of people due to the increase in the utilization of
artificial synthetic substances in the production of various food products. This is the main vision
of the organization that focuses on people’s health and to build a healthy society, by improving
the agricultural practices. The mission of the organization can be described in two words,

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agriculture and encourage, which means that the production of vegetables and fruits should be
done through natural means and more farmers in Canada should follow this practice.
Image source: (www.nuffoodsspectrum.in)
Situational Analysis
According to the mission and vision of the organization, it is clear that sustainability is
paramount for the organization and in this perspective the Triple Bottom Line concept has to be
incorporated in the organization planning and activities. The triple bottom line focuses on the
organization’s financial value along with environmental impact and social responsibilities. This
means that the organization GoGreen Paradise, have to fulfill their objectives and goals to attain
the financial value of the organization and the methods adapted for it should encourage a
sustainable environment that the society should follow (Bezawada & Pauwels, 2013).

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The demand for organic products is very high due to their natural production ways.
According to the survey conducted the following results have been gained about the different
organic product of GoGreen Paradise.
Image source: (encrypted-tbn0.gstatic.com)
Product Analysis
GoGreen Paradise Products Consumer Need Demand Scale
Fruits 90% High
Vegetables 97% High
Fish 88% Medium

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Meat 100% High
Other Ingredients 65% Low
The organic market globally is going to witness a huge rise of 16% by 2020, according to the
researchers. This is due to the increase in knowledge about the health benefits that organic
products possess. Some of the trends that are responsible for this increase in demand in the
organic organization are-
 People are more informed about organic products than before.
 People are more conscious about their health now.
 Environmental sustainability is the main agenda of major countries.
 A better and healthier future is a trend that has increased the demand for organic products
(Bodini, Richter & Felder, 2009).
PESTEL Analysis
The PESTEL analysis of the GoGreen Paradise is-
 Political
The organic industry will be affected by any changes that will be made by a
country in their food production and agricultural policies. The organization GoGreen
Paradise will be affected by the changes that will be made by the Canadian government.
This will affect the production of the products.
 Economic

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The economic crisis has impacted the food retail sector and this had an effect on
the GoGreen Paradise. The organic products are a bit expensive than the regular products
and in the situation of financial crisis, consumers tend to follow a strict budget that will
make them shift from organic products to cheaper ones (Denver & Christensen, 2014).
 Social
The organic products are introduced in the market with a perception of healthy
food that is good for the environment and people. This is the main focus of the
organization that has a huge impact on society. But there is also a huge percentage of
people who do not possess adequate information about organic products and thus are in a
flux situation.
 Technological
The GoGreen Paradise has made it to the shelves of supermarkets and local stores,
but it lags behind in utilizing the technology for increasing sales, especially when
compared with the conventional farmers who are using artificial synthetic substances in
their production (Ghosh, Datta & Barai, 2016).
 Environmental
The organic product is all about a better sustainable environment. The
organization GoGreen has to maintain a standard that is beneficial for the organization as
well as the environment.
 Legal
There are a number of rules and regulations that the organization has to follow.
This includes company law, food production law, environmental law, and others. Any
changes in these rules will have an impact on the organization (Hall, 2008).

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SWOT Analysis
The SWOT analysis of GoGreen Paradise-
Strengths-
 High quality food.
 No use of pesticides, herbicides or any other artificial synthetic substance.
 Increasing demand for the products.
 A diverse range of products (Mazzacano D’Amato & Falzon, 2014).
Image source: (www.organicfacts.net)
Weaknesses-

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 The high prices in comparison to the other conventional products.
 The inadequate knowledge about the products and the organic industry amongst the
consumers.
 The products take a longer time to produce and many of the fruits and vegetables are
seasonal (Pearson & Henryks, 2008).
 Perishability of the food products.
Image source: (2.bp.blogspot.com)
Opportunities-
 The rapid growth of the organic industry that is going to increase even more with time.

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 Loyal customers, who have the right knowledge about the product are helping with good
mouth marketing of the organization.
 Growing concern and consciousness towards health.
 The Growing concern of society towards the environment.
Threats-
 The changing weather conditions.
 The aggressive promotional tactics of other organizations.
 The fluctuation in prices.
 The growing competitors (Persaud & Schillo, 2017).
Conclusion
The organization GoGreen Paradise has a great potential in the market. All the
circumstances and the conditions are in favor of the organization. The organization is providing
the consumers with products that are high on quality and have massive benefits for the society
and the environment. The organization has to educate people more about organic products and
also about the production process of the products. The other issue that the organization has to
tackle is to promote and sell their products more aggressively with the help of technology and
have to create a strong foundation in the online market.

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References
Bezawada, R., & Pauwels, K. (2013). What Is Special About Marketing Organic Products? How
Organic Assortment, Price, and Promotions Drive Retailer Performance. Journal Of
Marketing, 77(1), 31-51.
Bodini, A., Richter, T., & Felder, R. (2009). Quality Related Communication Approaches for
Organic Food. Journal Of Food Products Marketing, 15(3), 364-377.
Denver, S., & Christensen, T. (2014). Consumers’ Grouping of Organic and Conventional Food
Products—Implications for the Marketing of Organics. Journal Of Food Products
Marketing, 20(4), 408-428.
Ghosh, S., Datta, B., & Barai, P. (2016). Modeling and Promoting Organic Food
Purchase. Journal Of Food Products Marketing, 22(6), 623-642.

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Hall, M. (2008). The Marketing of Organic Products: An Instrumental/Symbolic
Perspective. Journal Of Food Products Marketing, 14(3), 1-11.
Mazzacano D’Amato, P., & Falzon, J. (2014). Why Do Some Consumers Prefer Organic Food?
A Discourse Analytical Perspective. Journal Of Food Products Marketing, 21(3), 255-273.
Pearson, D., & Henryks, J. (2008). Marketing Organic Products: Exploring Some of the
Pervasive Issues. Journal Of Food Products Marketing, 14(4), 95-108.
Persaud, A., & Schillo, S. (2017). Purchasing organic products: role of social context and
consumer innovativeness. Marketing Intelligence & Planning, 35(1), 130-146.
Image References
(2018). Retrieved from
https://cdn-a.william-reed.com/var/wrbm_gb_food_pharma/storage/images/publications/
food-beverage-nutrition/foodnavigator-asia.com/article/2018/08/27/organic-expansion-new-
zealand-sales-rise-now-double-that-of-non-organic-products/8537066-1-eng-GB/Organic-
expansion-New-Zealand-sales-rise-now-double-that-of-non-organic-
products_wrbm_large.jpg
(2018). Retrieved from https://encrypted-tbn0.gstatic.com/images?
q=tbn:ANd9GcTQjFLS2VdmEnI4N62Q2s9qfqUhuNYtCt0yKMi-YaNr3AcL28HP
(2018). Retrieved from
http://www.nuffoodsspectrum.in/NuFFooDs_CMS/upload/FILE_5a8d38f46ed7c1.png
(2018). Retrieved from https://www.organicfacts.net/wp-content/uploads/organicfoodinfo0.jpg?
255b06

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(2018). Retrieved from
http://2.bp.blogspot.com/-KrAaKnox_CM/TpXc-e67mII/AAAAAAAAAHk/BeqcZk5s91o/
s320/Organic_PRICES_j3.jpg