Marketing Management Report: Strategies for Beckett Organics Business

This report provides a comprehensive analysis of marketing strategies for Beckett Organics, an organic farming business. It begins with an executive summary, table of contents, and an introduction to organic farming and the case study of John Beckett. The discussion covers effective marketing strategies, including social media, branding, and direct mail. A SWOT analysis assesses the strengths, weaknesses, opportunities, and threats facing Beckett Organics. The report then examines the marketing mix, Porter's marketing strategies, and various marketing strategies, including online marketing, its advantages, and disadvantages. A PESTLE analysis is conducted, followed by a discussion of the advantages and disadvantages of emerging markets for the business. The report identifies target markets and suggests innovations for Beckett Organics. The conclusion summarizes the key points discussed, with references provided.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

MARKETING MANAGEMENT
Executive Summary
This particular paper discusses the organic farming business and tries to come up with marketing
strategies, which would benefit the Beckett Organics and provide innovations for such. The
paper also aims to discuss the advantages and the disadvantages for the emerging markets and
how such can be incorporated into the organization which is in question. In addition to such it
would also aim to discuss the target market and the potential customer base that would be
attracted in order to keep the business running or operating in a smooth manner. In conclusion, it
summarizes the points that have been discussed in the paper.
1

MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................4
Effective Marketing Strategies....................................................................................................4
SWOT Analysis for Beckett Organization..................................................................................5
Marketing Mix for Beckett Organics...........................................................................................7
Porter’s Marketing Strategies......................................................................................................9
Marketing strategies...............................................................................................................11
Marketing Strategy....................................................................................................................11
Online Marketing...................................................................................................................11
Advantages of Online marketing...........................................................................................11
Disadvantages of Online marketing.......................................................................................12
PESTLE Analysis......................................................................................................................12
Advantages and Disadvantages for Emerging Markets.............................................................14
Target Markets for sustained growth.........................................................................................15
Innovations For Beckett.............................................................................................................16
Conclusion.....................................................................................................................................17
References......................................................................................................................................18
2

MARKETING MANAGEMENT
Introduction
Organic farming has been espoused and implemented on the farms since the mid-1980s
and the diversity of the various organic crop and other livestock are considered to be developing
rapidly throughout the countries. The individuals are more inclined towards developing organic
crops, as it is beneficial in nature (Heyen & Wolff, 2019). The organic production is considered
to be an overall system relating to the farm management and along with such the food production
which would contribute to the conservation and preservation of various natural resources. In
addition to such it would also be applicable to the high animal welfare and other kinds of
production standards. There has been recent production trends, which depicts the importance of
the organics that have been accomplished throughout the decades. Organic farming is considered
to respond to a particular kind of consumer demand, which would be for the sustainable food
products that would help in promoting the sustainable farming practices that would contribute to
the protection and conservation of the environment (Brzezina, et al., 2017).
This particular paper discusses a scenario that has been provided as a case study. The
organic products are considered to be a growth market in the United Kingdom. The growers need
to be able to follow the guidelines in order to gain some kind of an organic certification for their
products. These would help in creating awareness of the difficulties that are associated with the
pesticides and other fertilizers and thus, help in increasing the interest in healthy eating habits for
various wholesome food as the consumers have been purchasing various organic vegetables.
John Beckett is considered to give up his full time job as a lawyer and decided to concentrate on
the growing and marketing of organic vegetables. The paper would discuss and try to develop
certain marketing strategies that can be adopted by John in order to improve and enhance the
business and in addition to such try to analyze such with various factors that would likely effect
the market growth of the product. Furthermore, it would also recommend certain innovations that
can be introduced and implemented by John in order to improve the condition of his business. In
conclusion it would summarize the words that have been discussed in this paper.
3

MARKETING MANAGEMENT
Discussion
Effective Marketing Strategies
Marketing effectiveness is regarded as the method of what efficient marketing strategy
would be adopted by the marketer towards attaining the goals of to acquire positive consequence
in bot long term and short-term marketing. The small business is concentrated on enhancing the
effectiveness of marketing (Menon, et al., 2015). The strategies of efficient marketing are
targeted towards the particular customers who are concentrated on key advantages that are based
on the point of opinion of the customer and their interest in addition to that contributed at proper
timing. The effective marketing strategy focus on a specific customer. There are several
strategies for building efficient marketing. Firstly the application of social media. The businesses
have established solely by the application of social media. Secondly, branding s regarded as
significant strategies of efficient marketing than can be implemented by the business. The brand
message is an assurance that is given by the corporation to the clients or customers
(Assimakopoulos, et al., 2017). The advantages achieved from branding is quality, price,
convenience and location that cause the client incline to the products among the competitors.
Furthermore the application of typeface, proprietary colours, logos, layouts and taglines for
identification of the commerce in the consumers' mind. Consistency is regarded as a critical
factor for the development of the corporate brand. Collateral marketing and print advertising go
simultaneously with the strategy of branding. The consumers view the logos and then determines
the graphics along with that recognize instantly the advertisement evolves from the corporation
prior to reading the word. Direct mail is another strategy for efficient marketing (Olbrisch & Li,
2018). The key factor to achieve success in the strategy of direct mail for commerce whether is
large or small is targeted towards the customer. Small businesses can focus on site of social
networking as the strategy for effective marketing. Websites like Facebook and twitter can be
regarded as invaluable for evaluating existing products and also initiate novel products offering
announcing and promotion sales. The video website, youtube can be effective for the corporation
with products that needs a tour of the manufacturing plant or demonstration. The technology of
electronic barcode such as Microsoft tag is growing more famous as the strategy of effective
marketing in respect of small commerce. The graphic that is the logotype of one inch
approximately is positioned on the poster, business card or printed piece. The consumer may
4

MARKETING MANAGEMENT
apply a phone application for view tag. The online information or website that is exposed to
customers. In addition to the abovementioned strategies, some of the key strategies are
conducting market research, profiling target markets, identification of the exclusive proposition
of selling. Furthermore the development of the business brand, selection of marketing avenues,
setting of budgets and goals and nurture loyal customers and lastly reviewing and monitoring. In
this case, John can develop his business by the adoption of one of the abovementioned strategies.
SWOT Analysis for Beckett Organization
Strength  Ethical business process due to the business operation in the organic
farming. The business operations are considered to be conducted in
an ethical manner, which would help them in creating a strong
customer base.
 Product diversity is high in terms of the variety of the vegetables.
Hence, larger section of the customers is getting targeted. Such
diversified perspectives would also assist in fostering innovations,
which would create different varieties and therefore increase the
interests of the consumers in purchase of such products.
Weaknesses  Lower brand name and value, which is causing the company trailing
behind the leading competitors. Since there is no brand recognition
the trustworthiness of a well-recognized brand would be opted by the
consumers and such would be considered as a drawback as the value
of the company due to its brand name would be compromised.
 Low level of expertise in marketing and selling in the global markets.
The competitiveness would also be high as the well-known brands
would be able to provide with better products and would have a
developed plan and marketing strategy to sell their products to the
customers.
Opportunities  Market segment for organic products is increasing across the world.
Hence, the business opportunities are getting increased. There would
5

MARKETING MANAGEMENT
also be various economic opportunities available as such is
considered to be cost effective. There would be no expense relating
to the purchase of pesticides and other chemical fertilizers for the
crops.
 With the increase in health consciousness, customers are more
preferring organic products. The profit margin is also considered to
be higher in organic farming.
 Developing countries are posing the maximum opportunities for the
organic products. As they are more inclined towards adopting
measures to enhance and the improve the scope for organic farming
in their countries which would assist them in providing healthy
alternatives to the customers or the consumers.
Threat  Emergence of the new competitors in the market is one of the major
threats for Beckett. Furthermore, the affordability would rely on the
affluent people, as the selling price would be higher which would
affect the lower and the middle class.
 In addition, increase in the cost of the raw materials and production
costs in the organic farming is also posing threat. The expenses are
higher and therefore, this particular reason can be used as a threat by
the competitors in the market (Willer & Lernoud, 2019).
Marketing Mix for Beckett Organics
Product: The product is considered to deal with
the tangible goods or the intangible services,
which would try to meet the demand or the need
of the consumers. All the products would be
following a product life cycle that would be
essential for the marketers to plan for the several
stages along with the difficulties. The benefits of
a product needs to be used as a unique selling
In this particular scenario, the company has
variety of products and provides a wide range of
vegetables but the business has become
stagnated. Organic products have market
demands so it can be said that this particular
organization can attract the potential customers
easily.
6

MARKETING MANAGEMENT
proposition and the purchasers of such product
needs to identify and understand the product.
Price: The price is considered to cover the actual
amount of the end user and how such would
directly affect or influence the sale of the
product.
Though organic products are costly yet it can be
said that health conscious customers will prefer
organic products. Therefore, this organization
can attract the potential customers with high
priced organic products.
Place: The place or the placement would be
considered to be where the product would be
provided to the consumers. The distribution of
such is considered to be the primary element for
placement which would help in assessing the
channel which would be most suited for the
product.
Customers from the UK, Germany and other
European countries are more inclined towards
products, which are healthy therefore; this
organization would be able to attract the
customers easily.
Promotion: The marketing communication is
how the product, which are being sold, would be
advertised and how such would be communicated
to the public. Therefore, the platforms through
which a product would be differentiated needs to
be determined (Opreana & Vinerean, 2015).
The company Beckett Organics can try to
advertise its products through offline promotion
or online promotion. The offline can be through
advertisements or sales promotions, which would
help them, increase the customer base. The
company could also try to connect with the
audiences through different social media
platforms and try to advertise the products, which
would help in appealing the customers, and
attract them into buying the products.
Porter’s Marketing Strategies
The fundamental determinant for the profitability of the business or firm is the attraction.
Of the business industry where it functioned as the significant subordinate determinant in the
position within the business. The industry even though have profitability that is below average a
7

MARKETING MANAGEMENT
business that is positioned optimally can able to produce superior returns. It is claimed by
Michael Porter that the strength of the business falls ultimately into one of the categories that is
differentiation and cost-benefit. Thus by application of the strengths in the narrow or broad
scope, there are listed three strategies that are generic which are differentiation, cost leadership
and focus (Yohannes & Ayako, 2016). The strategies are used at the unit level of business. They
are termed as generic strategies as because the following are not industry dependent or firm. The
strategy of cost leadership refers to the producer who is low cost in the industry for a certain
quality level. The corporation sells the products either at the cost that is the average price of the
industry for gaining profit at a higher level than that of his competitors or underneath the price of
the average industry to attain marketing share. In the occasion of price conflict, the corporation
can uphold profitability while the loss is suffered by competitions (Hu, et al., 2015).
Nevertheless, without the conflict in pricing the industry develops and there exist decline in
pricing, the business can generate more cheaply but remain in a profitable position for a longer
duration. The strategy of cost leadership generally aimed at a wider market. The methods by
which the company can attain cost benefits are by enhancing the procedure of efficiencies
achieving the exclusive accessibility to the wider source of materials that are low costing, creates
optimum outsourcing and also the decision of vertical integration or evading the cost together.
Nevertheless if the competing firms able to withstand competitive benefits that are based on the
strategy of cost leadership. The business or firms can succeed in the strategy of cost leadership
have the internal strengths that are as follows. Firstly accessibility to the required capital to
establish an important investment in the productions assets. It is represented by the investment
the encumbrances to entrance that many corporations fail to overcome. Secondly, the proficiency
in designing the produces for effective having the count that manufacturing such as having the
minor component count in the process of manufacturing engineering. The generic strategies
possess risks that include the strategy that is low price. For instance other corporation able to
reduce the price. Thus with the improvement of technology the competition capable to jump the
capabilities of production and thus eradicating the competitive benefits. Furthermore several
corporation monitor targeting and focus strategy various slender markets able to attain low cost
within the segments in addition to that the group achieve a significant share of the market. The
differentiation strategy refers to the progress of service or product that invite exclusive attributes,
which are appreciated by the customers along with that the customers professed to be, improved
8

MARKETING MANAGEMENT
which is different from the produces of competition. The focus strategy is one of the generic
strategies that is focused on narrow segmentation in addition to that within the segment its efforts
to attain either differentiation or cost benefits. Thus, the generic strategies have their attributes
that cater to protect against the pressure of competition. Thus, generic strategies are regarded as
effective strategies for Beckett.
Marketing strategies
The marketing strategies indicates the complete game planning of the business for
attaining the prospective customers along with converting them in customers of the services or
products that are provided by the business. Thus, the strategy of marketing obtains the value
proposal of the corporate messaging that is a key brand, information on aiming customer’s
demographics and also other elements that are of a high standard.
Marketing Strategy
Online Marketing
Online marketing is regarded as effective strategies of marketing that is exercising
leverage on the channels that is web-based to blowout the note regarding the company’s
products, brand and services to the potential customers (Barry, et al., 2015).The techniques and
methods apply to online marketing involve social media, email, optimization of the search
engine, display advertising and others. The target of online marketing is to attain the potential
consumers over channels where they invest searching, reading, socializing online and shopping.
Advantages of Online marketing
The pros of online marketing are each global marketing that is it allows the businesses to
attain potential customers globally. As the business is not limited to a specific geographic zone it
helps to reach broader target consumers and also have a high possibility of achieving success.
Online marketing also helps to reach the target marketing as it allows the business to reach the
target marketing instantaneously and also to the potential consumers. The advantage of online
marketing is payment collection that is more convenient through the implementation of this
particular strategy (Kaya, 2015). The particular strategy also allows affiliate marketing as the
firm can gain passive revenue through the structure of affiliate marketing that is joint with
internet marketing. It also helps in the low budget strategy of promotion that online marketing
9

MARKETING MANAGEMENT
did not need high capital investment and also there are worries about physical capital as all the
things are available online.
Disadvantages of Online marketing
The cons of online marketing are there exist no prompt trust as because e-marketing is
operating everywhere there is no scope of potential consumers to tell whether the marketing is
bad or good. It consumes time to gain the faith of the consumers through planning business by
the application of the strategy of online marketing. Another disadvantage of the application of
online marketing is stiff competition. It is complicated to create business and the data that is
stand out with corporation all around the competing world. The downsides of online marketing
are it needs great arrangement of skill and knowledge in order to achieve success in business.
Thus, the strategy of internet marketing invites advantages if it can be implemented in the
business properly and also assist in connecting with the broader base of consumers.
PESTLE Analysis
The company in order to develop the market in Germany needs to be able to conduct a
PESTLE Analysis.
Political Factors: The political conditions in a country also affects or impacts the
economic activity as it is considered to be of a significant influence for the regulation of the
business. The primary influencer is considered to be the government for raising awareness,
stability for the various agricultural activities, which would help in causing an impact in the food
industry. The organic food industry can be greatly influenced as it would promote the
agricultural activities of the country and the government can play a pivotal role to attract
consumers for buying the products, which would also be healthy for the consumers and
contribute to better health of the customers (Paustian & Theuvsen, 2017).
Economical Factors: Economic factors are also considered to influence the pattern
relating to growth of the various industries. The economic factors along with the several
incidents and the situations would affect and influence the food retail industry, which would
determine the inflation, the taxes, the interest rates, unemployment, monetary issues and other
disposable income.
10

MARKETING MANAGEMENT
Social Factors: The social along with the cultural influences are considered to vary from
various countries to countries as the social environment is considered to influence the food intake
and other eating behaviors that would be complex. The customer attitudes towards the various
organic food industry are considered to be difficult and complex as it provides with a healthier
alternative to the customers and in addition to such it is also considered to be beneficial for the
environment (German, et al., 2017).
Technological Factors: The element relating to technology is considered to be of a great
significance as it provides the organizations with a competitive advantage, as there are several
opportunities in the social media and technological forum, which would help the organizations to
attract more customers.
Legal Factors: The legal aspect or the element of legislation is considered to be closely
related to the various governmental policies and it relies in certain economical factors. It is
considered to be of utmost importance to monitor and focus on the legal requirement, which
would be in connection to the business operations. The different spheres such as the
environmental law or the company law, which would also relate to investment regulation, are
considered to be a crucial aspect. Therefore, such are considered to be governed through the
various legal processes (Gyarmati, 2019).
Environmental Factors: The element of environmental factors are considered to be
concentrating on the food industry which would need to be in compliance with the sustainability
of the environment. Therefore, there are various innovations which are being made in order to
benefit the environment through organic farming and by using pesticides and other chemical
fertilizers less (Gyarmati, 2019).
Advantages and Disadvantages for Emerging Markets
The food producers in this kind of business are considered to have a lot of career security
as the farming is considered to be an integral business which helps in growing crops which
would benefit the company. The business would start with lower investment, which would be
required at an initial stage, and therefore, there would be fewer costs and the extra expenses
would be suppressed (Stolze, et al., 2016). In addition to such, it also provides with high demand
and willingness to pay for the organic products. The sales of any organic food products would be
11