Marketing Strategies Beckett Organics

Question: Discuss about theMarketing Strategiesfor Beckett Organics. Answer: Effective Strategic Marketing for Beckett Organics Backett Organization in the UK has immense potential to explore for the growing market and consumer awareness. John Beckett needs to adopt steps to adhere to strategic marketing initiatives in order to grow and expand his organic vegetable business base(Cravens, 2006). Figure 1 : UK Organic Market 2014 Source : (Greehousepr.co.uk, Retrieved on 20th October 2016) The organization can adopt direct business to consumer (B2C) based marketing tactics in order to expand market share. In order to do so the company needs to accommodate the 4Ps concept into its working tactics. Product, the company needs to offer a wide variety of products and just not limited ones to as to be able to cater to wide segment of customers. Price, the company needs to offer competitive price to its customers such that they only prefer purchasing products from the company. Place, it is not possible to reorganize the place of the firm, but a proper logistic and supply chain procedure can ensure that customer gets product ordered at his doorstep at a suitable time. Promotion, the company needs to do promotion and awareness campaign such that consumers are aware regarding the company and its various products. Figure 2 : Organic Food Sales by Country Source : (Statista.com, Retrieved on 20th October 2016) The company can set up social media campaigning in Facebook, Twitter, and Instagram to attract more number of customers. The company can also give out pamphlets in the local area such as to create awareness. The company can further develop an app which customers can install and order their choices accordingly. Strategic Planning Process for Beckett Organics In order to gain success in the field of organic business Beckett Organics need to formulate a strategic plan and then progress accordingly. The various steps in the strategic planning process involve defining of goals for the organization, which is to cater to maximum number of customers with its organic produce. Then is to examine internal issues, one major area of concern for the company will be to cater to a vast array of customer. External issues also needs be conducted these involve political scenario consideration of UK, economic situation evaluation in terms of economic growth, inflation, GBP fluctuations. Understanding social conditions, this refers to taste and preferences of UK consumers(Connolly, 2006). Technological understanding which defines the advancements in field of developing apps and other technologies that can be applied to the business. Legal understanding of the various laws that needs to be conformed to as the soil certification tests and so on. Then the vari ous environmental emission norms of the business need to be evaluated, this is referred to as the PESTLE analysis. Figure 3 : Strategic Planning Process Source : (Draw, Retrievd on 20th October 2016) Apart from these factors the company also needs to develop an understanding of the industry rivals, purchasing power of consumers as well as suppliers, threat from new entrants in the market and from substitute products, this is Porters 5 force analysis. Once both the analysis has been done an internal SWOT analysis for the company has to be done to evaluate its strength and capitalize on its opportunities. Thus, the stage of strategy formulation will help build strategies for marketing and commercialization of the product. References Connolly, J. a. (2006). Identifying fair trade in consumption choice. Journal of strategic marketing, 14(4), 353-368. Cravens, D. a. (2006). Strategic marketing (Vol. 7). New York: McGraw-Hill. Draw, S. (Retrievd on 20th October 2016). Strategic Planning Proces. https://www.smartdraw.com/strategic-planning/strategic-planning-process-start-to-finish.htm. Greehousepr.co.uk. (Retrieved on 20th October 2016). Organic Food Growth in UK 2014. https://greenhousepr.co.uk/organic-food-organix-yeo-valley-riverford/. Statista.com. (Retrieved on 20th October 2016). Organic Food Sales by Country. https://www.statista.com/statistics/196952/organic-food-sales-in-the-us-since-2000/.