SBS MBA/MSC Marketing Management Case Study: Beckett Organics

This case study examines Beckett Organics, a business focused on organic farming. The analysis includes developing a unique brand name, employing a price skimming strategy, and utilizing online marketing to reach a wider audience. It presents a SWOT analysis to evaluate strengths, weaknesses, opportunities, and threats. The marketing mix (price, place, promotion, and product) is discussed, along with Porter's differentiation strategy for competitive advantage. Marketing strategies such as direct business-to-consumer (B2C) and social media campaigns are suggested. A PESTLE analysis is proposed to assess macro-environmental factors. The target market is identified as health-conscious consumers, and the case explores potential innovations. The assignment adheres to the guidelines provided, including an introduction, detailed answers with references, and a conclusion, all contributing to a comprehensive marketing analysis of Beckett Organics.

Beckett Organics
Student’s Name:
Student’s ID:

1
Advice given to John
John has a real focus on organic farming, and thus, he has to develop a product brand name that
seems to be unique in order to develop his business through effective marketing. He must
employ a price skimming strategy to price the products based on the lifestyle of the consumers.
John should use online marketing to reach to wider audiences.
SWOT for Beckett
SWOT analysis is conducted to evaluate the strengths, weaknesses, opportunities and threats of
Beckett Organics (Aiyelaagbe, Harris & Olowe, 2016). SWOT analysis for the company is
shows below:
Strengths Weaknesses
 Superior quality organic vegetables
 Uniqueness
 Lack of strategic marketing
 Storage issues
Opportunities Threats
 Rapid increase in the market for organic
vegetables
 Changing customer’s tastes
 Huge competition
 Price fluctuation
Marketing mix for Beckett
The marketing mix contain price, place, promotion and product, which would help the
organization in achieving the required level of sales (Wu & Lin, 2016).
Porter’s generic strategies
Among the four generic strategies of porter, differentiation strategy can be used by John Beckett
to gain a competitive advantage over competitors. This strategy would help the company in
differentiating its products by making it attractive through innovation and research and
development (Popa & Dabija, 2019).
Marketing strategies to market organic vegetables
It is suggested to John to use direct business to consumer (B2C) and social media campaigns as
marketing strategies to market organic vegetables and develop customer base.

2
Pestle analysis to recommend appropriate strategy
Pestle analysis would be useful for the company to analyze the macro-environmental factors of
the market where it desired to market its products that has impact on the attractiveness of the
industry.
Pros and cons faced by the company
The organization needs to face numerous pros and cons when entered into emerging markets. It
is analyzed that cultural risks is one of the major cons of entering into emerging market.
Target market of Beckett
Customers who prefer to lead a healthy lifestyle and enjoy eating organic fruits and vegetables.
Innovations for Beckett

3
References
Aiyelaagbe, I. O., Harris, P. C., & Olowe, V. I. O. (2016). Skills gaps in organic agriculture and
SWOT analysis in higher educational institutions (HEIs) in Anglophone West
Africa. Organic agriculture, 6(2), 109-118.
Popa, I. D., & Dabija, D. C. (2019). Developing the Romanian Organic Market: A Producer’s
Perspective. Sustainability, 11(2), 467.
Wu, S. I., & Lin, S. R. (2016). The effect of green marketing strategy on business performance: a
study of organic farms in Taiwan. Total Quality Management & Business
Excellence, 27(1-2), 141-156.