BECKETT ORGANICS

Beckett Organics- Case Study

Beckett Organics- Case Study

Introduction

In this case study, John, a former lawyer, has started growing and marketing organic vegetables. The market for organic vegetables has grown more rapidly than other organic products, and it is estimated that, by 2014 some 25% of all vegetables marketed in the UK will be organic. Despite the growth in the market for organic vegetables, after 18 months in his business, John is worried. Quite simply, his business has not been as successful as he envisaged it would be, and as a result, he is not earning enough to make a living. John is confused as to how he can reach the turnover he requires.

Discussion

John needs a proper marketing plan to reach his turnover. John should have commissioned a marketing research study at the outset. However, he did not do this, but at least he is still in business. He needs to do a marketing research to determine the demand for the organic vegetables in his area. He needs to follow the following marketing planning process.

A thorough situation analysis will help him determine what he is doing wrong and what he needs to do now. He must determine his target market as per his area, his financial resources, and how much produce is obtained, and the turnover he requires. After performing the situation analysis, he must determine the marketing objectives. Marketing objectives should be measurable, consistent with overall business goals, attainable and have deadlines (Cohen & Reddick 2001, 67). They must be refined as per the market situation and change in competition.

John must then formulate marketing strategies. He must increase the number of customers. For this, he has to do advertising and promotion of his organic marketing keeping his target market in mind. Seeing as the customers he has already gathered, belong ...