Marketing Analysis and Strategic Recommendations for Beckett Organics

This report provides a comprehensive marketing analysis for John Beckett's organic vegetable business. It begins with an executive summary and table of contents, followed by advice for John Beckett, highlighting the importance of effective marketing strategies. A detailed SWOT analysis identifies the strengths, weaknesses, opportunities, and threats facing the business. The report then explores the marketing mix, including pricing, product, place, and promotion strategies. Porter's generic strategies are examined to determine the best approach for gaining a competitive advantage. Further, the report discusses marketing strategies, including an appropriate strategy for the business, PESTLE analysis, advantages and disadvantages, target market identification, and different innovation possibilities. The report concludes with recommendations and a bibliography, providing a complete overview of marketing strategies and insights for Beckett Organics to improve sales and market presence within the UK.

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Executive summary
Effective marketing is known as the long-term forward looking method to planning with
objective to achieve the sustainable competitive advantage. It includes the analysis of the
organization strategies situation for the formulation, evaluation, and selection of the market
oriented viable position which contributes to the organization targets and marketing objectives. It
lays out the target market and value the proposition which offers the base according to the
analysis of the opportunities within the market. This report covers the discussion about the
organic vegetables of the John Beckett. It analysis the situations of the market in which his
business can get high level of success through the appropriate application of the strategies.

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Table of Contents
Executive summary.........................................................................................................................1
Advice to John.................................................................................................................................3
SWOT analysis................................................................................................................................3
Marketing mix for the John Beckett................................................................................................5
Porter’s generic strategies................................................................................................................7
Marketing strategies.......................................................................................................................10
Appropriate strategy......................................................................................................................11
PESTLE analysis...........................................................................................................................12
Advantages and disadvantages......................................................................................................13
Target market.................................................................................................................................13
Different innovation.......................................................................................................................14
Conclusion/recommendations........................................................................................................14
Bibliography..................................................................................................................................16

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Advice to John
Effective marketing strategies are very important to target the particular customers that help to
focus on the main benefits. This is based on the customer’s point of view, interest, and delivered
within the appropriate time which customers like to be attentive and interested with the messages
which delivered. Effective marketing is known as the approach in which businesses use the
marketing and employees efforts to capitalize on the strength and opportunities. This helps to
make product competitive within the target market. The business of the Mr. John is of the
organic vegetables. He grows all the organic vegetables. He is dealing in the fresh and quality
vegetables but facing the issue regarding the desired sales. Many marketing operations have been
tried by him to improve the sales like opening the stall in market, and leaflet distribution. These
kinds of effort have not brought the desired outcome. Effective marketing can be applied to
improve the sales of business. It should use the social media as the effective methods of
marketing to enhance the sales of business. It will help to create the awareness in customers
mind. This is known as the effective marketing method which is result oriented and less
expensive.
SWOT analysis
 Strength
The strength of the John Beckett is his own organic vegetables. Vegetables of the John Beckett
have the good quality and have the prospective to sell the product in the market of UK. In UK
organic vegetables are within the fashion and people prefer the organic vegetables compare to
the traditionally grown vegetables. The organic vegetables of the John Beckett are more
profitable than Vitamins, Fiber, Minerals, and keep up the high level of nutrition’s for the long
time. The vegetable products provide the more energy to the individuals by consuming the small
levels of the chemical and toxics which are harmful for the human body (Shrestha, Shrestha,and
Pandey, 2014). There are many clear and renowned benefits of the organic vegetable production
which help to increase the sale of the John Beckett as beneficial for the environment. The
product of the John Beckett organic vegetables is the high valuable sector with the potential
regarding the high profitability.

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 Weakness
The weakness of the John Beckett is lack of knowledge and awareness regarding the effective
sales strategy and marketing techniques. He has not effectively done the research within the
market about the available opportunities and about the customers. Mr. John has the limited
access regarding the extension of the services for the organic management. He has lack of the
technical expertise and management practices for the organic vegetable practices of the soil
fertility, pest, weed control, and disease control. There is limited access to the certified organic
vegetable inputs available to the nation like USA and many others (Khairiah, et al., 2014). He
has the prohibitive cost regarding the transition to the organic vegetable system management.
There is little availability of the organic vegetables processing facilities within the particular
regions (Levert, 2018). The regional channels of distribution are not effectively adapted to
organic vegetable market. There is insecurity regarding the supply as difficult to have the reliable
sources and sufficient quantity of the UK organic vegetable ingredients regarding processors. In
the market of the UK there is limited available data regarding the organic vegetable product and
value limits the market understanding and opportunities. The brand of the Mr. John of organic
vegetable product is not effectively defined as customers unable to understand the affordability
of the organic products. There is inconsistency regarding the organic vegetable regulations
across the provinces. There is cost linked with domestic organic vegetable standards revision. In
the making of the organic product is no system of check off in the business at the federal level.
There is a discrepancy within the provinces as the implementation of the present provincial
organic standards (Kerdsriseam, and Suwanmaneepong, 2015).
 Opportunities
There are many opportunities available for the Beckett. He has the very good knowledge about
the soil and many varieties of the organic vegetable products. Mr. Beckett has the enough art to
grow the organic vegetables on his own through utilizing the knowledge regarding the soil and
product that will help him to grow the more of it. He also has the option to grab the opportunities
available within the market of UK for organic vegetables. This has the opportunity to maintain
the strong nationally standards including the system integrity. Mr. John has the opportunity to
develop the agronomic tools and services of the extension to invite the new and current farmers

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within the organic system management. Improve the organic standards enforcement in
collaboration with the federal agencies like time of service delivery and institution of the legal
procedures in the case of the fraud (Peneva, 2014). The John Beckett has the option to improve
the marketing of the organic brand campaign and significant messages to improve the demand
regarding the production of the organic vegetables. It will support the provincial standards of
development.
 Threats
Mr. John Beckett has the lack of response from the customers. He has done many efforts but not
received the response from the consumer for the organic vegetables. Mr. John Beckett has taken
loan to expand the business but not got enough positive reaction from the customers. He is
overburden with the loan repayment as also left the job. Mr. John Beckett will face the tough
competition with the non-regulated labels like free range and regenerative agriculture. The
economic downturn will affect the capacity of the customers to purchase the organic vegetables
(Shirur, and Chandregowda, 2017).
Marketing mix for the John Beckett
 Price
Mr. John Beckett has the many options to sell his products. The organic vegetables of the Mr.
John can be cut within the 200 and 500 grams packing. The vegetables products can be sold with
the premium prices within the market. This kind of organic vegetable will be effectively
organized and ready within the condition of cooking as there will be the requirement of extra
chopping. Mr. John Beckett can expose to the fluctuations of the price within the speedily
evolving and progressively concentrated on the organic vegetable sectors. Price can remain the
prominent barriers regarding the increased consumption of the organic vegetables. Mr. John
Beckett can define the values according to the demand within the market. The set and analyzed
data can help to provide the prices regarding the conventional vegetables (Türk, and Erciş,
2017).
 Product

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The organic product of the Mr. John can be sold within the two ways. The business of Beckett
can be run through cutting and sorting the organic vegetables. He has the option to sell the
products within the forms of the pound and entire vegetables. The John Beckett has the options
to sell the product in the online and offline ways. He can maximize the sales of the product by
producing the high quality products. It can be very effective through the many varieties of the
selection and stewardship at effective environmental level. A customer likes to buy the products
which are based on the set of expectations. They like to pay the fair price if the product is fair,
safe, and consistent with the particular quality in every purchase (Prajanti, and Soesilowati,
2012). The products of the Mr. John Beckett can have the high level of potential and closely
related to the conventional counterparts who affect the conventional produce values and volume.
 Place
Mr. John Beckett has the option of wider market to increase the sales as it becomes the more
imperative to distribute the product broadly by implying the many networks like complying with
the seller and domestic grocers of the vegetables. He has the many options to sell the product
within the market of farmers and community fairs. Mr. John Beckett has the opportunities to
negotiated contracts within the hotels and restaurants. He has the option to create the own
websites and home delivery of the organic vegetables. Mr. John Beckett has the many marketing
alternatives. Alternatives as the important characteristics will help to directly classify the market
with the appropriate interaction with the market intermediaries (Zhen, and Mansori, 2012).
 Promotion
Mr. John has the opportunities to promote the organic vegetables through offering the customers
packing of the 200 grams and get the supplementary 100 grams organic product packet free. He
has the opportunity to promote on the application, through website on the Google and on the
social media platforms. He can place the advertisement within the local newspaper. Mr. John
Beckett can use the option to sale the organic vegetables through advertisement on the television
and print advertisement. It has been identified that 75 percent of purchasing decisions are made
according to the headline of advertisement. The effort of advertising the organic vegetable
through logo will help to invite the huge number of customer’s network. Logo with the

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professional marketing materials will create the solid momentum to present the organic
vegetables (PADHY, and VISHNOI, 2015).
The material of the promotion comes within the all sizes and shapes. It is important for the Mr.
John Beckett to make sure that pieces of the brochures should reflect the taste of target
audiences. It can be simple and quality of the printed material reflects directly the products
quality. The website will be the regularly increase the gateway of products and services. Material
of the marketing can be updated regularly within the line and save the costs of the printing.
Events can be updated and posted according the toll of communication. It will provide the
catalogue regarding the display of product and services. The number one reasons people use the
website is to get the information as provide the effective offers.
The email is broadly used and very effective. This can be an effective method for the John
Beckett to conduct the communication of the business by sending the promotional materials. The
retention of the customers will become more effective through the e-mail marketing. The launch
of the effective e-mail marketing campaign will boost to build the contacts list of e-mails. The
programs of the marketing can drive the traffic and keep the customers back. Proper use of the
technology with the equipment and marketing tools will help to grow the business at global level
(Pearson, et al., 2013).
Porter’s generic strategies
Porter’s generic strategies for the John Beckett will be effective as increase the more options to
stable the business within the market of UK. The porter generic strategies can be adopted to gain
the competitive advantage. The strategies to extent the scope of the business actions are helpful
to differentiate the products. The businesses in today’s time find the difficulties to achieve the
sustainable competitive advantage over the competitive organizations in the market. The
competitive gain is the advantage over the competitors which is gained by offering the greater
value with the low prices and providing the grate benefits to customers. The strategies of
differentiation and cost leadership provide the competitive advantage within the wider range of
the market or segment of the industry. The strategies like differentiation and cost focus are
adopted within the narrow industry and market (Tanwar, 2013).

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 Cost leadership
The objective of the strategy is to become the lowest cost producer within the industry. It is very
effective to achieve the objective and produce within the large scale that enables the organization
to exploit the economies of scale. Market segments within the industry are supplied by the
emphasis placed on decreasing costs. It is usually associated with the large scale of businesses
that offer the standards product with the relatively little differentiation which are readily
acceptable by the majority of the customers. These allow the discount on products to increase the
sales and have the significant advantage of the cost over the competitors. This needs the close
cooperation within the functional areas of the business (Kinyuira, 2014).
Organization to become the lowest cost producer likes to achieve the higher level of the
productivity with the higher level of utilization of the capacity. The use of the bargaining power
by the organization negotiates the lowest prices regarding the production inputs. Lean production
methods like just in time will be effective to use with the technology in the process of
production. The cost leadership strategy will help the Mr. John to apply the pricing strategy
regarding the organic vegetable products that help to compete with the other organizations. This
will help to earn and gain the higher mass market (Baroto, Abdullah, and Wan, 2012).

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 Product differentiation
The product differentiation strategy includes the development of the product and services which
offer the unique attributes that valued by the customers and perceive to better than different from
the products of the competition. The value is added by the uniqueness of the product and allows
the organization to change the prices. The business hopes that high prices will cover the extra
costs that incurred to offer the unique products. The product differentiation strategy provides the
unique access that lead to the scientific research. It is effective to create and develop the highly
creative and skilled product development team (Brenes, Montoya, and Ciravegna, 2014).
Strong team of sales with the effective capability communicates the perceived product strength
(Liew, 2018). There is risk associated with the differentiation of the product that includes the
imitation through competitors and changes within the taste of the customers. Organizations
pursue product differentiation strategy to achieving the significant share within the market. The
product differentiation strategy will be helpful for the John Beckett due to the uniqueness and
superior quality of the organic vegetables which valued by the consumers in these days.
 Focus strategy
This concentrates on the narrow segment and attempt to achieve the cost advantage and
differentiation. The organization focuses on the group that offers the quality services by focusing
on the strategies and enjoys the high level of the degree of loyalty of the customers and it
entrenched the loyalty that discourages other organizations from competing directly. Due to the
narrow market focus, organizations pursue the focus strategy that has lower volumes and less
power of bargaining with the suppliers. Organizations pursue the differentiation focused strategy
that helps to pass the higher costs on to the customers as close substitute products not exist
(Sumer, and Bayraktar, 2012).
Organization’s success in the focus strategy that is capable to tailor the wider range of the
product development strength to the relatively narrow segment of the market and know very well
(Teeratansirikool, et al., 2013). The risk of the focus strategies includes the imitation and
changes within the target segments. This can be easy for the broad market cost leader to adapt he
product within the order to compete directly. Focus means to offer the customers specialized

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services. This implies that John Beckett through offering the special services to customers can
achieve the competitive advantage within the market.
Marketing strategies
 Joint venture
There is option for the John Beckett to try and make the joint venture/partnership with the
leading and domestic supermarkets. This will allow to sharing the risk and cost of building the
business activities. This creates the prospects to combine the skills that are important to establish
the successful business practices. This enables the business to purse the opportunities which are
peripheral to the strategic interest. This will be also effective to gain the access to the critical and
uneconomical business activities. It is the formidable way to enter within the market by
strengthening the organizations competitiveness within the global market. The joint venture will
help to facilitate the efforts, technology sharing, use of the production facilities and marketing
the products within the joining forces to create the components (Smith, 2012).
All kind of situations are suitable regarding the strategic partnerships. Joint venture is the very
good way to purse the business opportunities. Jointly pool with the sources and competencies
will be effective to embark and pursuing the opportunities of the business. In the supermarket
inflows of the customers are at very high level. This joint venture strategy will help the John
Beckett to improve the sales of the product of the organic vegetables. There can be some
drawback due to the joint venture as sometime partners can resist the selling of the product or
demand high within the future for selling the product. Complication can arise to divide the share
of control. Issues can arise while displaying the organization products as not perceives the
support too equally. The joint venture organization can start to produce own products through
develop competitive skills. Conflicts can be arises due to the use of the local technology that
compliant with the local policies and standards (Glanz, Bader, and Iyer, 2012).
 Direct selling
The other marketing strategy can be implement by the john is direct selling by talking with the
customers. This will provide the advantage to create the values regarding the organic vegetables
(Pappas, 2016). Direct selling is the appropriate way to build the strong customer relationship

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and grow the business flexibly. The independent sellers are capable to sales the product directly
to customers through meeting the customers directly to the homes, cafes, and offices in place of
the retail stores. It will help to provide the John Beckett to describe the unique feature that
include the calcium, protein and contain the good tastes. It will help the John Beckett to avoid
the expensive costs, minimize the costs of advertising and run the business flexibly.
Customers will have the benefit from the personal attention and convenience attention as receive
the product directly from the salesperson (Chen, Lin, and Kuo, 2013). There are also some
disadvantages of the direct selling as hard to reach the new customers and spend the lots of the
time with the interactions to customers to make sales. The lack of the use of retail outlet required
to effectively consider the delivery and storage logistics. The reputation of the direct selling can
be harmed due to the illegal pyramid schemes. The business of the John Beckett is through the
direct selling required to market themselves effectively and professionally and clearly aware
regarding the obligations. There is requirement of the lot of enquiries regarding the work and
time to talk with the target customers.
Appropriate strategy
If the organization of John Beckett started to marketing the product in my home country than the
appropriate strategies will be described below as will help the John Beckett to attract the
attention of the customers.
 Purpose of the marketing
The organization will be need to tell the purpose of the marketing the business within the home
town (Nandi, et al., 2015). Mr. John Beckett should introduce that organic vegetables are healthy
and not contain the any chemicals. The purpose of the business is to identify the requirements of
the customers to satisfy buyers and convince them to buy goods and services as the main purpose
of the marketing. Objectives and requirements of the customers will help to guide the guide the
creation of the products and services to fulfill them. It will include the capture of customer’s
attention to the target market and facilitate the process of decision making through education
customers. This will remain the very effective as help to concentrate on the scarce sources with
the possible opportunities and increase the sales.

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 Mission statement
This is very imperative for the business to run businesses with the appropriate mission statement.
John Beckett has the option to divide the mission statement within the two ways like motive and
agriculture. In the agriculture has the option to tell the natural ways which implied to keep the
product growing effectively. In motive, John Beckett can describe the purpose to growing the
organic vegetables.
PESTLE analysis
 Political factors
India has the biggest democracy around the globe. This nation runs within the federal form of the
government. It is influenced by the many factors like government policies, interests of the
politicians, and ideologies of the many political parties. This is affected by the many political
factors.
 Economic factors
Indian economic conditions have been stable due the formulation of the industrial policies.
Foreign capital liberalization, formation of the FIBP, industrial licensing and has resultant within
the regular improvement within the economy environment.
 Social factors
This refers to the change within trend influence the business environment. The social factor
varies in the nation which is quite flexible regarding the education, distribution of the income,
and attributes of the work.
 Technological factors
India has the strongest sectors of the IT within the globe. This is regularly upgrading the
software, technically advancement, and development of the IT. This nation is serving the
services of 3G and 4G as successfully launched the satellite within the space.
 Legal factors

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India has implemented the many legal changes such as minimum wage increase, recycling,
disability discrimination, and says no to the plastic within the last years that has directly affected
the organizations.
 Environmental factors
The air quality has been affected due the industrialization and urbanization that is resulting the
high level of the health issues. The many establishments have been made such as noise control
and regulation on the control of waste and disposal.
Advantages and disadvantages
 Advantages
The biggest advantage of the emerging market for the organic vegetables is the high level of
potential regarding the high level of growth (Zahari, and Romli, 2019). There will be the higher
level of the demand and opportunities within the market. The emerging market demands the new
requirements and wants. This will be beneficial for the Beckett to enter within the emerging
market regarding the high level of the potential opportunities and growth.
 Disadvantages
The organic vegetables has the disadvantages within the emerging market is the soil quality, raw
materials and equipment availability, violence, and crooked laws. There are many areas within
the nation in which customers confused regarding the benefits of the organic vegetables. The
lack of awareness can cause the higher sale of the organic vegetables. There is issue to identify
the appropriate location for the organization to sell the product as lead to the high level cost of
the logistics in the delivery of the products.
Target market
The target market is known as the group of customers that like to buy the product and services of
the organization. These make the sense for the businesses to focus on the efforts of the marketing
and reaching to the customers. The target market regarding sustained growth within the case of
the John Beckett will be the UK. The customers within the UK prefer the organic vegetables at

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high level compare to the vegetables which are grown traditionally. The organic vegetables are
within the trend in the marketplace of the UK. The term sustainable and organic is prominent
within the menu of the restaurants and shops of food within the market of the UK. Organic
vegetables are more imbedded and have the high level of the support from the customers and
customers. This has become the proportion of the total vegetables sale within the UK.
Organization vegetables are regularly seeing the growth within the UK as customers like to buy
at high level.
Different innovation
Mr. John Beckett can do the innovation through offering the cut and ready to use packets of the
vegetable packages both online and offline. He can also provide the delivery of the products to
customers in a 15 km radius. They can offer the cut vegetables and make the appropriate packets
according to the dish like 200 grams carrots plus 100 grams pea’s packets with the particular
dish. Packets of the condiments for the weekly use like garlic, onion, green chilies, and ginger.
The John Beckett should use the different pricing system it will help to take the decisions within
the appropriate manner and build the appropriate base of the customers. Regular initiatives will
help the business to fill the gap between the producers and customers. The organization can
circulate that it directly sells the products from the farm in place of buying from the producers.
This will present the control over the issues of production like variety, quality, and quantity. The
organization will establish the organization on the accessible location through the private, public,
and commercial transportation. There will be facility of the parking with the sufficient
requirement and allow the future expansion.
Conclusion/recommendations
In the limelight of the discussion it can be concluded that effective marketing strategy will help
the John Beckett to gain the success at higher level. Further discussion cover the SWOT analysis,
marketing mix, porter generic strategies, marketing strategies, appropriate strategies, PESTLE
analysis, target market and different innovation for the John Beckett. Further John Beckett
should improve the business culture to proactively create the healthy bottom line to achieve the
appropriate results. Shift within the decision marking approach will help to communicate at all
level of the organization. Implementation of effective change in the strategy according to the

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market will create the appropriate organization culture and educate the leader to grow business
through replicating the business methods. Shifting to the flexible guardrails will encourage to
John Beckett to explore new options regarding the organic vegetables. Co-effective technologies
will help to develop and implement the business strategy for the long term. Marketing
approaches should be developed through strengthening the linkages of the value chain. Strategies
should be implemented to minimize the cost of the business activities as help to gain the higher
profit.

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