Marketing Management Strategies: Organic Product Business Development

This report analyzes marketing strategies for organic products, focusing on a case study involving "Beckett Organics." The report explores the increasing demand for organic products and the challenges of premium pricing. It delves into various aspects of marketing, including e-marketing, brand development, and the use of social media. The report examines Porter's generic strategies (cost leadership, product differentiation), target market analysis (health-minded customers, new customers, students), and the marketing mix (product, price, place, promotion, people, process, physical evidence). A SWOT analysis for Beckett is provided, identifying strengths, weaknesses, opportunities, and threats. The report suggests marketing strategies such as providing detailed product information, using clear communication, and offering educational content. The report also examines pros and cons of entering emerging markets, potential innovations, and concludes with recommendations for business growth. The assignment is designed to provide a comprehensive understanding of marketing strategies in the context of organic products.

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Marketing management

Executive summary
In the recent time, demand of organic product has been increasing due to the increasing
concern of people toward health. However, it is seen that customers do not prefer buying
organic product due to its premium prices. Therefore, John can ensure the effective
development of its business through proper marketing. This will help in attracting the
customers toward its product. In order to ensure the effective marketing of its products, it can
also share the successful stories of those customers who have sued the product and find it
better.

Contents
Introduction................................................................................................................................3
Development of business through effective marketing..............................................................3
Porters generic strategies............................................................................................................4
Target market.............................................................................................................................4
Marketing mix for Bracceet.......................................................................................................5
Swot analysis for Beckett...........................................................................................................6
Marketing strategies suggested to Beckett.................................................................................7
Effective marketing strategy that it should suggest by performing pestle analysis...................8
Pros and cons of organic product company when they enter into emerging market...............10
Different innovation that John could think to introduce in the business..................................11
Conclusion................................................................................................................................12

Introduction
In the recent time, it is true that the demand of organic vegetables and fruit market is growing
due to shift of consumer habit toward healthy eating. Due to the increasing demand of
organic market, companies are also required to give emphasis on stocking sufficient organic
products. Organic products are usually sold in higher price as it does not contain any
chemical and pesticide. At the same time, online demand of these products has also increased
so that customer can purchase them on regular basis from home. In spite of the efforts, it is
seen that some consumers do not prefer purchasing the organic products due to their higher
price. In the paper, discussion has been carried on several approaches that John can adopt to
increase its growth. The major emphasis has been given on the marketing strategies. At the
same time, Pestle analysis of Qatar has been done in order to know the strategies that should
be adopt by Backett for growing its business in the market.
Development of business through effective marketing
In the recent time, customers are increasingly giving emphasis to the E-marketing. In order to
capture and enter into the market properly, John can also develop the unique brand name in
order to stand distinct from its customers. For making its product known and unique in the
market, John is required to carry out the promotion and some marketing activities. The reason
behind online marketing is that most of the people are technologically advanced in UK. In
addition to this, John should also sue the direct distribution by effectively utilising the
internet. It will become easy for the clients to shop the product online and get the product
delivered to their desired destination. In addition to this, company can also set up the social
media campaign such as Twitter, Facebook and Instagram for attracting large number of
customers (Tong, Luo and Xu, 2020). Marketing of its product can also be done by making
contract with some big supermarkets. This will help it in bringing several developments in
terms of market share, customer base, and publicity.
It is also effective to display the signs that directly tell the customers regarding organic items
that company is offering. Staff training is also necessary because it helps the in house staff in
telling people about the product available in the store. In the recent time, customers are
increasingly giving emphasis on the internet for information. Due to this, it is essential for
Beckett to utilise the social media platforms in effective manner to market the organic

products. For this, social media campaign is the most effective way to reach the growing
population.
Porters generic strategies
1. Cost leadership strategy: it is true that several firms are successful by using cost
leadership strategy. Similarly, Beckett can attract the customers by offering products at lower
price. When it will offer the products at lower price, customers likely to purchase them.
Under this strategy, it will also be able to maintain its profit as well as able to expand its
market share. It is one such type of innovation that Beckett can do for earning huge market
share (Meissner, Polt and Vonortas, 2017).
2. Product differentiation: Product differentiation is one such technique that will help the
organisation in gaining huge market share and customer base. By providing the small detail
of its different organic product, it is possible for Beckett to gain the competitive advantage
for the same. In this way, product differentiation will increase the brand loyalty and even
customers will be ready to pay the slight higher price for its differentiation.
In order to give emphasis on both, John can use the focus strategy by giving emphasis on
both the variants. Cost focus will help it in seeking the cost advantage by bringing differences
in its cost behaviour. By giving emphasis on both the strategies, it will be able to bring the
positive impact on the organisation growth.
Target market
 Health minded customers: it is true that health minded customers are more likely to
purchase the organic products. Therefore, it is better to target health-minded customers such
as athletes, and fitness freak people. By continuous marketing on the online website, it is easy
to target these customers for buying the organic products.
 New and potential customers: in is not easy to attract the new customers and keeping
them as regular customers due to slight higher price. For gaining the new customers for the
brand, customer education is must. At the time of targeting these customers, education
regarding the products will be given on the company own website so that they get assure
regarding the quality of products.
 School and university students: youth will be the major target customer for the
organic products. By taking sessions in universities and different schools, it is possible to
aware the customers regarding the same. An interactive session will help in targeting the

potential youth to consume healthy and organic products. In this interactive session, it can
offer them special discount so that they can think of purchasing the product (Muller et al,
2017).
Marketing mix for Beckett
Product: In the product section, it can divide the categories of products as per the quantity.
The Beckett organics can be divided into two segments. The first one can be the sorted and
cut vegetables. The other one can be packaged vegetables. This will help the customers in
easily differentiating the products based on packaged, sorted and non-packaged vegetables
(Patti et al, 2017).
Price: Beckett can offer the competitive pricing to its customers so that they also prefer only
to purchase products from their company. At the same time, organic product prices are
usually high due to which most of the consumers do not prefer to buy such product. For
breaking this stereotype, Beckett can charge the best possible low price in order to attract the
customers.
Place: it is true that it is not possible to reorganise the firm’s place but a proper supply chain
procedure and logistic can be done to ensure that customer gets the product at their door step
at proper time. It can also enter into some of the emerging market by expanding its product
line. As per the taste and preference of those customers, it can bring significant changes in its
production (Niggli, Andres, Willer and Baker, 2017).
Promotion: company is required to do awareness campaign and promotion so that customers
also get aware regarding company and its products. For this, it can set up the social media
campaign on Twitter and Facebook. At the same time, company can also give pamphlets in
the local area for increasing awareness. Development of app can also be done that will help
the customers in installing and ordering product from their choice. Promotions can also be
done in schools, universities and sports club so that most people get aware about its uses and
benefits (Ducange, Pecori and Mezzina, 2018).
People: For imparting the necessary information, it is necessary to have the persons with
great knowledge regarding such products. At the same time, it is also necessary to have
technical person who will take care of the demand for online delivery of the product. Such
persons are responsible for delivering the products on time and in right quantity.

Process: it is necessary to run the marketing process in effective manner for satisfying the
customers to greater level. Several areas are required to be given emphasis in order to
maintain efficiency in process. These include innovation, process speed, process efficiency,
as well as efficiency of the IT interface in the marketing process (Yoo, Donthu and Lee,
2000).
Physical evidence: in the recent time, consumer usually wants to know the capability of the
manufacturer as well as environment where product is being manufactured along with the
product and service quality. Physical evidence plays quite significant role in providing the
maximum satisfaction to customers.
Swot analysis for Beckett
Strength: The major strength of Beckett is the quality of its food. Due to the healthy offering,
Beckett will be able to provide the healthy lifestyle due to the no content of chemicals and
pesticides. It is true that no herbicides and pesticides are used in their production means that
states they are much greener. In the recent time, most of the restaurants are using the organic
products for gaining competitive advantage from the market. In this regard, it can be stated
that John can attract the restaurant owners by providing them organic product in best possible
price (Finne, and Grönroos, 2017).
Weakness: the major weakness of the Beckett is less uniformity. It creates problem when the
buyers look for uniformity in the fresh products. The higher price also decreases the demand
of organic products sometimes. There are times when company finds it difficult to obtain the
approval of soil association regarding the conditions under which it is grown and seeds has
been used. The growing area is also one of the major weaknesses for Beckett because the
insufficient growing area will not help it in supplying its produce to the major retailer
(Jackson and Ahuja, 2016).
Opportunities: the online channel can be start by the company which will definitely bring
growth for it. Due to the increasing shift of people toward online shopping, company can gain
the advantage by offering chance to customers for shop online. Organic market has also been
grown in UK. Due to this, it can gain the opportunity by opening its stall on specific days. By
paying a small amount, farmers can open their stall where customers also gain fresh produce
at the cheap price.

Threats: competition is the biggest threat that Beckett can face in future. If any string
competitors will enter into the market with low price or some other innovation, Beckett profit
and growth might get affected. The higher price of organic products might decrease the
demand of its products. the changing guidelines or certification related to organic products
might bring the difficulty for delivering products to the consumers (Ducange, Pecori, &
Mezzina, 2018).
Marketing strategies suggested to Beckett
Giving details: it is one of the most effective to provide details about the organic food
products so that people can understand the value as well as quality of the produce. A small
card can be provided to the customers that will help them in knowing from where the product
comes. This will help in realising the quality or value of the produce that they carry (Světlík,
2017).
Speaking simply: In order to reach the possible buyers, it is essential to speak in such way
that consumer understood. It is true that sounding philosophical, lofty and using big words
will not help in passing the clear information to the customer. Therefore, Beckett should set
the goal of removing as many words as possible without putting negative effect on the
message delivery.
Education: providing nutritional information regarding the products that make buyer more
aware regarding their value. It can also work with different communities, schools and clinics
for raising the awareness regarding significance of daily servings of fresh produce. At the
same time, it can also offer the tour of its produce to the school kids.
Direct contact with the customers also helps in getting the quick feedback from the
customers. It is also better to establish the link with several media and journalist to publish
about their organic products. It can also ensure the regular advertisement in the local
newspaper for doing the wide circulation (Ottman, 2017).
Telling stories: it is great way to paint positive image in the mind of customers. The
customers will understand stories better as compare to the normal marketing. Stories related
to the product will help in connecting the customers in real way. user experience stpries are
most effective way to market the product. while telling such stories, it is better to include the

problems of customer and further explain what its product did to solve the same (Pappas,
2016).
Campaign for organics on the social media and website: in the recent time, consumers mostly
rely on internet for receiving information. Due to this, Beckett can make sure to effectively
utilise its social media platforms and store website to market its natural and organic food
products. However, marketing strategies of organics and naturals are constantly changing, but
the most significant think that it can undertake is by customising its strategies. On the social
media, it can also share the user experiences regarding the organic products. It is because
whenever any customer shares their experience, other people also tend to believe on the
same. It is also necessary to making sure that feedback is important. The growth of internet
specially internet has forced the firms to transfer the information. However, if organisation
will make the wrong move, the possibility of brand damage can increase. Therefore, John is
required to give emphasis on the use of engaging content.
For developing these marketing strategies, it is quite significant to know the customers first.
This strategy will definitely help the organisation in coming up with the marketing campaign
that highlight the benefits of product and service that is being offered to the customers.
Market research is also required to find out the data and metrics required for creating the
strategy. Competitor analysis is also required in effective manner for knowing what other
firms are pursuing and doing. In addition to this, en effective marketing strategy always
consider the customer interest and their preferences (Costanigro, Deselnicu and McFadden,
2016).
Suggestions of innovative marketing strategy by performing pestle analysis
Political factors: Qatar is seen to be the politically stable and rich country. The possibility of
progress is found between the Qatar and Arab in order to ensure the progress in 2020 and
other years. In this way, favourable political impact can be seen if business is able to
formulate effective strategy.
Economic factors: the major part of the GDP comes from industrial sector in Qatar because
agricultural sector is not that prevalent due to the lack of arable land. Therefore, the major
economy of Qatar is based on the oil industry. At the same time, Qatar is also able to attract
foreign investment. Tourism is also found to be the major significant economic sector by
generating lot of revenue.

Social factors: from the report, it is come to know that organic product demand in Qatar is
growing. Consumers are continuously demanding fresh and locally produce goods that can be
readily available in market. Due to this, companies are required to readily available the fresh
and organic goods in order to meet the demand of customers. It is found that the agriculture
market in Qatar is increasing due to the increment in tourism. In the recent time, consumers
are also demanding online delivery of food in order to save the time.
Technology: In the recent time, technology changes have been seen in the Qatar. Firms are
developing several technologies in order to grow the organic fruits and vegetables to meet the
growing demand for organic products. In order to ensure the production in right quantity with
less wastage, John is required to work on adopting such technologies that will help him out in
this thing.
Legal factors: Qatar has every limited agriculture product due to the unavailability of
agriculture land and water constraints. However, government is supporting production of
vegetable by using innovative technology. The water scarcity problem has led down the
production.
Environmental factors: It is found that the environment of Qatar is not at all favourable for
the organic farming and plantation due to its harsh temperature in summer, poor rainfall,
desalinated chlorine water, as well as soil. However, it is found that the government of Qatar
is making efforts to overcome such issues. In order to tackle such challenges, John can also
work on some preventive measures by yielding healthy produce (Kartajaya, Kotler and Hooi,
2019).
In order to ensure the success of organic business in Qatar, John can set up the greenhouse
farms that will help it in reducing the carbon footprint. The use of these farms will also help
in protecting the crops from birds, insects, and rodents. By doing effective research on the
subsidies related to electricity and water, it can also boost the organic food production. In
order to satisfy the demand of customers, John can give more emphasis on producing the
seasonal and vegetable farms. Similar to other big farms, it can also start delivery organic
food at the door step of people. by doing this, it will be able encourage the livelihood for
local farmers (Patil and bach, 2017).

Pros and cons of organic product company when they enter into emerging market
Pros:
 Due to the increasing health concern of people, organic products are getting
increasing demand on the side of customers. In the recent time, customers usually prefer
healthy eating to junk food. Health consciousness is therefore one such reason for purchasing
the organic product over non-organic product (Key and Czaplewski, 2017).
 Prestige business in the emerging market: Beckett can gain prestige when it is
effectively able to attract the customers through its differentiation. By attracting the
customers through its new and innovation offering, it is possible for organisation to gain
opportunities lying in the market. At the same time, it also becomes easy to enter into any
business easily where it can gain huge profit (Reganold, and Wachter, 2016).
 Whenever any company enter with new perspective, it can add some innovation in its
product so it becomes easy to persuade the customers for purchasing the same. It can also
offer some discount at the initial of entering into any emerging market.
Cons
 It is true that the knowledge and awareness regarding organic food plays a significant
role in the purchasing decision of organic products. There are places where customers lack
the knowledge and benefits of consuming healthy eating. In such a situation, it will not be
worth for those firms to enter into the emerging market.
 It is true that consumer purchasing decision plays major role in every product. It
depends on the consumer perception regarding any product. If any firm enter into the
emerging market, it might be possible that they do not prefer to change the brand that they are
using from very long time. In this way, consumer-buying decision majorly influences the
selling of organic product.
 Price barriers are one such significant hindrance in the organic product. High or
premium price is one such reason that consumers do not buy organic product. Therefore,
most of the customers are not willing to pay even slight higher price for the product that they
can avail in lower price (Ducange, Pecori & Mezzina, 2018).
 It might be possible that the innovation brought by the organisation might not attract
the customers. In this way, company always have higher risk when it enters into any new
market with some different perspective (Atwal and Williams, 2017).

Different innovation that John could think to introduce in the business
It is true that technology has entered into the market that forces the organisations to bring
significant innovative changes. In order to gain the competitive advantage, organisation in
recent time is required to adopt some innovation (Osgood, 2016). Beckett can start the fresh
juice by making use of its organic farming. The most significant innovation that can be
brought by Beckett is ensuring the green fed on the rainbow waste. Hydroponics method can
be used that tends to use the water enriched with water. Another modern and effective trend
in the organic product farming is the increment in water efficiency in food production and
farming. The concept of sun drop farm can be brought which works on the concept of
harvesting the solar power for generating the energy in supplying hydroponic greenhouses
(Case et al, 2017).
Online delivery of the products is one such significant way to bring the innovation in
products. IN the recent time, online delivery of the products has increased to a great extent
due to the busy schedule of people. In order to help people with thus, Beckett can help the
customers by taking orders from them and delivering it on time. In order to ensure the fast
and smooth delivery, it can also hire the members who will be responsible for tracking the
orders and delivering them. At the same time, customer feedback is also one such way to
know what customers think about the firm. It can also add suggestion section in its online
website where customer query can be checked and solved. In addition to this, any fruitful
suggestion on the side of customer can bring positive improvement in the firm. Customers
will also take interest when they will know that firm also wants to bring changes as per the
needs of customers (Choi, 2016).

Conclusion
In the limelight of above discussion, it can be concluded that companies are competing for
getting the attention of customers toward their products. Due to this, it is necessary to utilise
the different tool for maintaining and creating the effective marketing strategy. In order to
achieving the feasibility of the organic food products, John is required to address the
characteristics of its products. It can also be stated that Beckett can help the customers by
taking orders online and delivering it on time. Timely delivery of the products will help in
satisfying the customers and will persuade them to buy more. In order to ensure the fast and
smooth delivery, it can also hire the members who will be responsible for tracking the orders
and delivering them. At the same time, customer feedback is also one such way to know what
customers think about the firm. It can also add suggestion section in its online website where
customer query can be checked and solved.

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