Strategic Marketing Report: Beckett Organics, UK Organic Market

This report provides a comprehensive strategic marketing analysis of Beckett Organics, a UK-based company specializing in organic products. It begins with an introduction to strategic marketing and its importance for differentiating a company and providing customer value. The report then delves into the specific context of Beckett Organics, summarizing suggestions for effective marketing practices, including setting clear objectives, employing suitable marketing strategies, and leveraging brand positioning. A SWOT analysis is presented, outlining the company's strengths, weaknesses, opportunities, and threats within the competitive landscape. The marketing mix framework, encompassing product, price, place, promotion, people, process, and physical evidence, is examined in detail. Furthermore, the report explores Porter's generic strategies, including cost leadership and differentiation, and suggests marketing strategies such as branding and advertising. The report concludes by emphasizing the importance of adapting to the changing market dynamics and leveraging these strategies for sustained growth. This report is valuable for understanding the application of strategic marketing principles within the context of an organic products company.

RUNNING HEAD: STRATEGIC MARKETING 0
2020
Strategic Marketing
Student’s Details-

STRATEGIC MARKETING 1
Introduction
Strategic marketing is regarded as the method in which the company strives to differentiates
itself and provide value to the customers by major strengths. It determines the plan of the
company to target and converting them into the products and services of the company.
Further, effective marketing takes into account the various factors which will lead to the
higher customer satisfaction through the facilitation of the distinctive value to the customers
(West, et al., 2015). Here, the report is based on the strategic marketing of Beckett Organics
which is UK based company that sells organic products and adheres to the guidelines to the
organic certification. The report has summarized the suggestions on the effective marketing
of the products. Further, SWOT analysis of the Beckett is explained in which the strength,
weakness, opportunity and threats for the company along with the marketing mix framework
for the company. The report has summarized the marketing strategies and the evaluation of
the target market for the sustained growth of the company.
Suggestions on Effective Marketing
Marketing effectiveness can be achieved through the measure of the strategy which can lead
to the maximization of the goal of the company (Kayabasi & Mtetwa, 2016). Similarly, John
Beckett is suggested to make the business developed through effective marketing in which
the company can generate the leads through the tactical activities. The company is suggested
to make the objectives of marketing which are clear and unambiguous in the mind of the
customers. Moreover, the company can set the marketing objectives for the promotion of the
organic products which the company strives to attain within the stipulated time. Also, the
effectiveness in the marketing can be achieved through the use of the marketing strategy
which best suits the product of the company and the target customers (Newman, 2016).
Further, effectiveness in the marketing can be achieved through the corporate structuring of
the product which can compel the customer to make the purchase of the product. Similarly,
the Beckett can provide the value to the customers through the brand positioning in which the
company can communicate their value along with the explanation of different attributes of
the product in return of the price paid for the products. Also, it is important for the companies
to be innovative and creative in terms of the maintenance of the corporate identity. Moreover,
Beckett can ensure the effective marketing by making innovations in the marketing tactics
through the choosing a distinctive packaging for the organic products, choosing of the

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appropriate mode for the communication of the brand and also selecting a specific offering
which can reach to the target audiences. Besides, effective marketing requires to be managed
through the marketing infrastructure in which the marketing activities are specifically being
pulled back together for improving the business results (Shen, et al., 2016). Moreover,
Beckett should make their marketing efforts managed through the coordination and
motivation of the marketing activities which can facilitate the company to get the desired
results.
SWOT Analysis
Performance of SWOT is crucial for the company as it will determine the internal resources
of the company which it can successfully use for the future marketing operations. This seeks
to identify the strengths and weaknesses for the utilization of opportunity and avoiding
threats in the future. SWOT of Beckett Organics is as follows:
 Strength: Beckett Organics have been engaged in the facilitation of the organic
vegetables which are environment friendly and are considered as the symbol of
healthy lifestyle (Fresh Plaza, 2014). These products are treated as the strength of the
company. Also, the company has the huge customer base of millennials as these are
the people who are buying organic food. This product offering is strength of the
company.
 Weakness: The key weakness of the company is that the company faces the
difficulties due to the changes in the lifestyle of the customers. Also, the weakness
can also be explained as the difficulties in the differences in the enforcement of the
standards for the organic quality. Further, the products of the company are very
expensive being into the organic industry (Daily Meal, 2016). Particularly, the organic
vegetables are less appealing than other non-organic products which makes the
company’s products less attractive into the market.
 Opportunity: The organic sector in UK is one of the growing sectors which can be
seen from the fact that 45 pounds in a week are spent on organic products (Ledsom,
2019). This can be seen as the opportunity for the business to grow and expand
globally. Apart from this, due to the changing preferences of the customers in terms of
lifestyle and choosing of healthy food products can create a good market for the
company. As the products of the company are not destructive for the soil and water,

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the company has an opportunity for the expanding of market and earn the market
share by serving the products to the target market.
 Threats: Beckett Organics faces the top threats in terms of the competition from other
supermarkets which are into the organic industry and are providing cheap organic
products. Also, the organic products are very expensive to be sold into the market.
The organic products are 40 percent more expensive than the non-organic products,
which can be the threat for the company in terms of loosing of the market share (Daily
Meal, 2016). Further, the company also faces threats of various regulatory
requirements which are crucial for the meeting of the legal compliances.
Marketing Mix
Marketing mix is defined as a framework that deals with the marketing strategy for the
company which the company will use to provide superior customer value. It includes the
subsets of marketing strategies that can be used by the company as follows:
 Product: Product is defined as the physical attributes of the product which includes
the design and packaging of the product. Moreover, the product of Beckett Organics
is organic vegetable which is recommended to be good in quality and consist of some
appealing additional feature. Also, apart from the vegetables, the company should
increase the categories in which the company should provide the variety of the
products.
 Price: Price is defined as the value paid in return of the product. The price of the
product is kept reasonable and affordable which can meet the needs of the customers.
As the company faces stiff competition with supermarkets in the UK organic product
market, the company is expected to keep the prices low and affordable which can also
make the products competitive in terms of prices.
 Place: Place is concerned with the physical distribution of the product. It seeks to
facilitate the products at the right place, to the right customers and at the right time.
Moreover, Beckett Organics can use the proper distribution channel for the facilitation
of the organic products through the appropriate handling. The company can use the
effective logistics and supply chain management in which the company can make the
suitable delivery of the products to the target customers (Shen, et al., 2016).
 Promotion: Marketing mix framework can consist of the promotion which seeks to
promote and advertise the product in order to create the awareness of the product.

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However, Beckett Organics can make advertisement campaign for the products which
can provide the best knowledge of the several benefits of the products along with
focusing on the target audiences.
 People: It refers to the people who will take part in the effective delivery of the
product in which the product can be successfully be handled and delivered to the
target audiences. Moreover, the company can employ people who will facilitate the
product to the customers. It can include the employees that will work for the product
delivery and the suppliers that will provide the product at reasonable prices (Chait,
2019).
 Process: Process refers to the methods or systems for the effective delivery of the
product. Moreover, Beckett Organics will make the use of the operational methods for
the service of the customers through the use of the effective designs and operational
tools. The company is required to make the utilization of the methods for the delivery
of the organic products.
 Physical evidence: Physical evidence is regarded as the different layout and design
which will attract the customers. Moreover, the company can build the distinctive
image for the company in which the company can make the use of the attractive logo
and set a different image which is certainly make the customers satisfied with the
product offering (West, et al., 2015).
Porter’s Generic Strategies
Michael has given three generic strategies which can the strategic position of the company.
All the strategies will give the strategic direction to the company and also make the position
that can be used to beat the competitors. The following strategies can be used by the
company.
Broad
Narrow
Cost Leadership Differentiation
Cost Focus Differentiation
Focus

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Cost Differentiation
 Cost Leadership: Cost leadership strategy is the most effective strategy to be used by
the company in which the company keeps the prices of the product low from the other
available distributors of the organic products in the broad market (D. Banker, et al.,
2014). Beckett Organics can apply this strategy for the earning of the substantial
market share in which efficient logistics maintained by keeping the prices low.
 Differentiation: Differentiation strategy is related with adding a unique feature into
the product for maintaining a competitive position into the market. In this, company
will make their product unique, attractive and exclusive from the competitors into the
broad target market by being flexible and adapting quickly to the changing market
needs (Pehrsson, 2016). Besides, the company will use the creative approach for
making the product differentiated and focused on the ability to provide the high
quality.
 Cost Focus: Here, the market is niche in which there is little competition and offer the
low cost as possible for the reaching the target market. This strategy can be
effectively used by the company by understanding the dynamics of the organic market
and making sure that the prices are low as compared with the other competitors into
the market (Firoz Suleman, et al., 2019). The company can facilitate the well-
specified products in which the company will majorly focus on the niche market.
 Differentiation Focus: Under this strategy, the company strives to provide the unique
product into the niche market segments. Beckett Organics can use differentiation
focus strategy for maintaining the brand loyalty with the customers through making
the image of product in front of the customers into the narrow market (D. Banker, et
al., 2014). The company can make the product remained unique and also stay ahead
of the competition.
Suggestions on Marketing Strategies
Marketing strategy is long term planning of the marketing which has the major goal of
facilitation of competitive advantage into the market (Boso, et al., 2018). Moreover, Beckett
Organics can use following marketing strategies into the new era of business for their organic
products:
 Branding: Branding is the most common marketing strategy that can be used by the
company to convey the promising message to the customers. The advantage of this

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marketing strategy is that it can create huge awareness of the company’s products and
make consistency into the marketplace (Busch & Davis, 2018). The disadvantage of
branding is that any negative attribute of the brand can lead to loss of goodwill and
brand image of the company.
 Advertisements: Advertisements are the effective marketing strategies which
company can make awareness of the products through the use of attractive logo and a
compelling message and can be facilitated through the magazine, newspapers and the
online sources (Bolos, et al., 2016). The advantage of this marketing strategy is that
the company can reach number of audience and can allow the customization in the
quality and consistency. The disadvantage of this strategy is that it can promote the
unnecessary consumption of the product and at times the advertisement can lead to
decline in the moral values.
 Social Networking: Apart from this, the company can use social networking websites
as the marketing strategies in which the company can make use of social media. In
that the company can describe their existing products and also create the awareness of
the product. The advantage of this strategy is that the company can widely reach the
customers and deliver the compelling message (Bolos, et al., 2016). Besides, the
disadvantage of this strategy is that the company’s image can get hampered through
spreading of the misleading information and may have the chances of getting engaged
into the fraudulent acts.
 Email Marketing: Email marketing can be used for the marketing of the products in
which the company can make the mailing lists to reach the target customers. The
emailing lists can be broken in terms of the geographical segments in which various
segments can be identified and targeted. The advantage of this marketing strategy is
that the company can target the specific group. For example, the company can use this
marketing strategy through targeting on the people who are health conscious.
 Digital Marketing: Digital marketing is an effective marketing strategy which takes
into account the online channels for the promotion of the product and support the
online marketing campaign through the use of paid adds which can be used for the
meeting of the business objectives (Saura, et al., 2019). The advantages of digital
marketing is that it provides the wide platform for the reaching the customers in more
effective way and the company can increase the personalization. The disadvantage of
digital marketing is the company will require the skills and expertise for the digital
needs and also it is treated as the time-consuming process.

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PESTEL Analysis
PESTEL Analysis is the determination of the external factors which can affect the business
and the organic industry. The following are some of the factors that can affect Beckett
Organics and their marketing strategy:
 Political Factors: It can include the political factors which comprises of the decisions
of the government and the various forces which can affect the concerned industry.
Beckett can be certainly affected by the regulatory bodies such as the Soil of
Association which sets the standards for the organic products in UK. Also, the organic
market has seen a growth of 4.5% in 2019 (Soil Association, 2020). This will allow
the company to undertake the marketing efforts in an efficient way.
 Economic Factors: It seeks to overlook the factors which are related with the
economic policies of the country which can affect the sales of the company.
Moreover, Beckett Organics can make the marketing efforts through the
determination of the economic condition of UK in terms of sale of organic products.
The sale of organic products has rose by 4.2% which records the 2.2 billion pounds of
organic products (Smithers, 2018).
 Social Factors: Social factors include the demographic, culture, taste, preferences of
the customers which can certainly affect the marketing strategy. As into the organics
industry, the company can focus on the people who are health conscious and live
healthy lifestyle. Apart from this, the people have been preferring organic products
over the non-organic products in UK and showing the positive attitude towards the
environmental products (Ledsom, 2019).
 Technological Factors: These factors can include the changes in the technological
factors in which country’s technological advances can affect the business operations.
For the marketing strategy, the company can make use of online mediums for
reaching the customers through the online delivery of organic products which can also
be the differentiative technique against the competitors.
 Environmental Factors: Environmental factors can include the changes into the
climate and the changes into the environmental factors which can lead to the affection
on the operations of the business. In UK there are certifications for the organic
products which are to be given by the Soil Association in which the products should
be meeting the standards by this association (Soil Association, 2020). Moreover, the

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company will make the environment friendly products in meet the needs of the
customers.
 Legal Factors: Legal factors include the legal laws and regulations which are needed
to be followed by the concerned industry. As per Department for Environment, Food
and Rural Affairs, the companies are needed to label the products as organic which
the company promises to be organic along with the registration for the location and
needs (Gov.UK, 2016). Beckett needs to adhere with the rules and regulations UK
when the company establishes the business and attempts to make the marketing
efforts.
Pros and Cons of Entering into Emerging Markets
Emerging markets in the organic food industry provide various opportunities for the
companies to expand and at the same time, the companies face challenges in meeting the new
trends in the organic food market. Beckett Organics can enter into the new emerging markets
through transporting of the food products into the international markets. The pros of entering
into the emerging market is that the company will be able to focus on the new customers and
also the company will be able to build the brand image in which the company will be able to
focus on the new customers (Pedada, et al., 2019). Also, the company will be able to
diversify the products into different categories and will also bring exposure to the investment.
The company will be able to get an increased market share and make more profits.
Apart from this, the company can have certain cons in entering into the emerging markets
which are the challenges that the company would face. Firstly, the company will have to
follow the various certifications and the labels for the meeting of standards for the organic
food. Also, the company will face stiff competition from the already developed companies in
emerging markets. The company will make the evaluation of growth and social trends into
the emerging market which can be a complex process. The companies can face the difficulty
in meeting the compliances and there are gaps in the channel of distribution. In the new
emerging organic markets, the company will face the problem of regional adaptation and
making the harmonization of standards (Ottman, 2017).
Target market for Sustained Growth
The target market for Beckett Organics are the people who have healthy lifestyle and have
moral values for the organic products. Moreover, the company focuses on the target market in

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UK where the customers are being highly recognizable and are health conscious towards their
health (Manson, 2017). As the customer’s attitude and needs are changing rapidly, they have
been moving towards the preferences of quality into their product. These customers can be
the target for the company. According to a study of Hartman Group, there can be three main
categories of consumer demographics which the company can focus on. Firstly, there are
periphery consumers which are considered as the 14% of organic customers that lean towards
organics but do not make significant purchase of the organic product. Secondly, there are
65% of the consumers who are mid-level organic consumers that change their attitude and
behaviour towards the purchase of the products (Chait, 2019). Core consumers of the organic
products can be the significant target market for the company in which the consumers make
their significant contribution towards the organic products. These customers talk about the
organic products and have a significant contribution in the selling of the product.
Specifically, the company can focus on the target market of core customers for the sustained
growth. This is because that these customers are loyal towards the organic products.
Innovations to be Used
As Beckett Organics is into the organic industry, the company is required to make the
significant innovations into the products which can lead to the competitive advantage over
the existing competitors. Moreover, the company can adopt the innovations in order to
stabilize the operations with other supermarkets selling the organic products (McCarthy, et
al., 2016). The company can use the technology that can preserve and maintain the quality of
the products with the lower environmental impact. The innovation can also be maintained
through the attractive packaging which is creative and meets the needs of the customers.
Also, the innovation can be made through the interactions with the society through reducing
the environment impact.
Further, the company can make the innovations through the facilitation of the service of
online delivery in which the company can make the use of online websites for the listing of
the products which can be delivered to the customers at their doorstep. This innovative
approach for the company can lead to the development of competitive position which can be
used effectively into organic market (Horng, et al., 2018). Further, the company can bring
innovations in the processing systems in which the product can easily be developed and the
quality will be maintained. Also, this innovation will lead to the reduction in the production
errors and also saves the cost of labour which can later be used effectively.

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Recommendation
From the above analysis, it can be recommended that Beckett Organics must make the
marketing of the product through the appropriate planning. The company should be aware of
several factors which can affect the operations within the organic food industry. Also, the
company must make the appropriate marketing strategy and properly relying on the
marketing mix framework which can lead to the targeting of the customers. Further, the
company can adopt the suitable strategy which can be helpful in the gaining of sustainable
competitive advantage over the competitors (Kayabasi & Mtetwa, 2016). The company can
make the effective marketing strategy that can make the company focused on the creation of
customer value. Also, the company should execute the appropriate marketing strategy which
will be applied as per the market conditions. Moreover, as into the organic industry, the
company should duly focus on the marketing of the product through the focusing on the
target market. The effective marketing tactics of the company must focus upon the facilitation
of value to the customers in which the company can provide value by entering into the new
market segments.
Conclusion
To conclude, it can be said that effective marketing strategy can be used for the purpose of
making the product more recognizable and making the customers aware of the product
offering. This seeks to set the objectives and the overall strategic evaluation which will lead
to the determination of several factors which can affect the marketing tactics. Here, the
assignment is based on the marketing strategy of Beckett Organics in which the assignment
has focused upon the marketing mix framework and the analysis of internal strengths,
weaknesses, opportunity and threats which can be used against the competitors. Along with
the marketing strategies, the company can use this as the innovative method in which the
company can use the various innovative technologies in order to stay ahead of competition in
the organic industry.

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