Bek Orga Jobs Beck vetables.soch sobat he has prehistorie obsayer to c o pog l es Hested og 20 pois back padd ay by s y were by Pabedestal o p by an package and try to reply bis E n Below for more the Os products can also as the UK was net die C on langs of the promoted with my pesticides cond win d in bat eta bat and foods that C esare pengored in pochinge g ebdes. This true tot el od household customers and gee of produce the thema distinct in the marketplace All these any of the larger in the UK have been to stock mare d e g peaduce from what was a relatively specialised market in the 1990s, the market bas grown to where overall En proces s for some 12% od the total UK grocery market and worldwide terms as of my 2010 accounts for approximately 3% of all food sales. The market for at vegetables has grown more Tapidly than organic products and it is and Baby 2014 De 25 of vegetables marketed the UK will be on This grow has been standaar of wound 20% per year in developed However, organic yields are between 10% 20% lower than conve r ture with cropske potatoes some 40% lower usurprisingly takes ormanic produces average od 40% me expensive at produce AC Nice Co cite de cast of the United States where ortant sales sed the second half of 2009 middle and upper inco n lave felt the stof layer and decling investment portfolio Sales in December 2009 were up 5 6 percent year on year, a sta 256 percent sise a year earlier Organic vexetables offer several advantages over the D-DR counterparts They are geally tastier and because they treated in the same way, are fresher organic They are good for a baby lifestyle they c an be pesticides and chemicals . The fact that pesticides obertecites are wed in their production means that they are greener For example, they help to reduce the problems w iated with ales in the soil and apps Ou te dode og vegetables are alle formadas fermenters are concerned reless active in peace. This lack of family bus also been problem in the past with permarket buyers who have donally looked for mormity in fresh products to aid e nding and marg in Grally, org ables are expe that one coats Cently one there were in the region of 40% store expensive In UK wishing to claim that the price is n o t the ways to the approval of the Soil Association wach checks the credeals of a staples For sample this case tryck Second the produced he seeded Two dev e t place the produce a Ou the of applies This is where plant to the Tee of of thi Sose sales sealhes leaders to be paciebase They who ender tross alist. Very often the ste m plates aber of a pre d coach o ch det for or One wga r de et This is a f e of product check on wh e re the product ed The devel wyrobycal al fee f Cool as o o ce e teprohod S ystems Local r produced to the afe by many themes and . The produced the These party at the way they were treated o S NIE Assignment1 Beckett Organics : John Beckett enjoys vegetables, so much so that he has given up his full-time job as a lawyer to concentrate on growing and marketing organic vegetables. He started growing vegetables 20 years ago in his back garden and eventually became fully self- sufficient in supplying vegetables for the family. Partly bored with his legal job and tempted by an attractive severance package, John decided he would try to establish his vegetable supply business. Eiehteen months ago he looked around for two fields to lease in which he could grow organic vegetables Organic products including vegetables, is a growth market in the UK. Growers must adhere to strict guidelines in order to gain organic certification. Increasing awareness of the problems associated with many pesticides and fertilizers, coupled with an increased interest in healthy eating habits and wholesome food. has meant that many consumers are now either purchasing or interested in purchasing organic vegetables. This is true bot only of household customers, but in addition, many restaurants are using the lure of organic produce to give them a distinctive edge in the market place. All this has meant that many of the larger supermarket in the UK have begun to stock more and more organic produce from what was a relatively specialized market in the 1990s the market has grown to where overall organic produce accounts for some 1296 of the total UK grocery market and in worldwide terms as of January 2010 it accounts for approximately 3% of all food sales. 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. This growth has been sustained at a rate of around 20% per year in developed countries. However, organic yields are between 109 and 20 lower than conventional agriculture, with crops like potatoes some 40% lower. Unsurprisingly, this makes organic produce on average around 40" more expensive than non-organic produce AC Nielsen Ca, cite the case of the United States where organic sales ensed in the second half of 2009 as middle and upper- income families have felt the simin of layoffs and declining Type here to search investment portfolios. Sales in December 2009 were wp 56 percent year on year, against a 25.6 percent rise a year earlier. Organic vegetables offer several advantages over their non- organic counterparts: They are generally tastier, and because they are not treated in the same way, are usually fresher than nonorganic products They are good for a healthy lifestyle as they contain no pesticides and chemicals . The fact that no pesticides or berbicides are used in their production means that they are much "greener. For example, they help to reduce the problems associated with nitrates in the soil and water supplies. . On the downside, organic vegetables are generally less uniform, and as far as some consumers are concerned, are less attractive in appearance. This lack of uniformity has also been a problem in the past with supermarket buyers who have traditionally looked for uniformity in fresh products to aid merchandising and marketing in retail outlets Generally organic vegetables are more expensive than their Boo-organic counterparts Currently on average they are somewhere in the region of more expensive In the UK, anyone wishing to claim that their produce is organic and market it in this way, needs to obtain the approval of the Soil Association, which checks the organic credentials of a supplier For example in this case, they check the conditions under which the produce is grown and how the seeds used. Two interesting developments are taking place in the organic produce market. One is the growth of home supplies. This is where the producer supplies direct to the buseholder. There are a variety of ways of doing this. Some smaller growers use mail- shots and leafleting to build up a client base. They then deliver locally to customers who order from a list. Very often the supplier will simply make up a box of a pre determined value or weight containing a selection of vegetables which are in season and ready for picking. Other suppliers are using a similar system, but take their onders via the Internet. This is particularly suitable for this type of product as customers can check on a regular basis what is available and order from home. The produce is the delivered at a pre-arranged time The second development in the organic produce market is the growth of farmers markets. These markets are usually run by local authorities, often on Saturdays or Sundays. Local and other producers attend these markets, paving a small fee for a stall and eee 4 DOLL then sell their produce direct to the consumer. These farmers' markets partly care about as a result of the frustration felt by many farmers and growers at the way they were being treated by retailers and at the margins they were receiving. In addition, such markets have been successful because consumers feel they are getting fresh produce at lower prices than they might be able to obtain through supermarkets 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. The real worry is that he is not sure why this is the case. His produce he believes, is as good as anything in the business. He is a very good grower and the land he has leased is perfect for the range of produce he wishes to grow. Starting with organic potatoes he now produces a range of organic vegetables including beans sprouts, carrots, lettuce and his latest venture organic tomatoes and com grown in poly-tunnels. Although customers he currently supplies are very loyal to John, indeed many are friends and acquaintances he has known over the years when he grew vegetables in his back garden. There are simply not enough of them As a result, his turnover which increased rapidly over the first year of the business has for the last six months has stagnated. He mainly supplies locally and has tried to increase his customer base by taking leaflets out and posting them through letterboxes in the area. He has done this by dividing up the housing areas in a ten mile radius arvind his growing area and dropping leaflets throughout the area to as many houses as he can cover en systematic basis. Only some 29 of customers have responded with an order, usually contacting by telephone. These customers seem to come from the middle class areas. He has considered taking a stall at one of the farmers' markets, the nearest of which Is some 40 miles away and operates one day per month, but he realises this would not be enough to reach the turnover levels he requires. He has in the past supplied one or two local restaurants and hotels, but usually only when they have contacted him because they have had a problem with their existing supplier He has never followed these up. His growing area is currently too small to supply a major retailer, although he has been approached on an informal bases by the buyer of a voluntary chain of local grocers representing some retail outlets in the county John is wondering where he goes from here. He cannot understand why his superior products are not selling well. A friend has suggested that John needs a more strategic approach to marketing John is not convinced. He feels his business is 100 small to warrant any kind of marketing, never mind strategic marketing, and he has always felt that a good product should sell itself. Ile is, bowever, anxious to grow the business and become leading organic vegetable supplier 5. Bring out the appropriate strategy and pricing decis that you would suggest if this company is to start marketing its products in your home country? Expla with by Performing the PESTLE analysis for your home 6. What in your opinion are the pros and cons that that an organization of this type usually need to face? When they enter emerging markets Answer all the questions, cach question carries 10 marks (103660 marks) 1. What advice would you give to John about developing his business through more effective strategic marketing 2. Perform the SWOT for Beckett 3. plain with reason the Portes peneric strategies vo would suggest for Beckett. 4. S et the marketing Strategies that John hold use to market bis Organic vegetables since this is a new and upcoming area of business Bring out the watapes and disadvantages of the strategy Wal Mart and its Marketing Campaigns Walmart, the chain of discount stores, is the second largest company in the world with over 5.000 billion in 21 Bek Orga Jobs Beck vetables.soch sobat he has prehistorie obsayer to c o pog l es Hested og 20 pois back padd ay by s y were by Pabedestal o p by an package and try to reply bis E n Below for more the Os products can also as the UK was net die C on langs of the promoted with my pesticides cond win d in bat eta bat and foods that C esare pengored in pochinge g ebdes. This true tot el od household customers and gee of produce the thema distinct in the marketplace All these any of the larger in the UK have been to stock mare d e g peaduce from what was a relatively specialised market in the 1990s, the market bas grown to where overall En proces s for some 12% od the total UK grocery market and worldwide terms as of my 2010 accounts for approximately 3% of all food sales. The market for at vegetables has grown more Tapidly than organic products and it is and Baby 2014 De 25 of vegetables marketed the UK will be on This grow has been standaar of wound 20% per year in developed However, organic yields are between 10% 20% lower than conve r ture with cropske potatoes some 40% lower usurprisingly takes ormanic produces average od 40% me expensive at produce AC Nice Co cite de cast of the United States where ortant sales sed the second half of 2009 middle and upper inco n lave felt the stof layer and decling investment portfolio Sales in December 2009 were up 5 6 percent year on year, a sta 256 percent sise a year earlier Organic vexetables offer several advantages over the D-DR counterparts They are geally tastier and because they treated in the same way, are fresher organic They are good for a baby lifestyle they c an be pesticides and chemicals . The fact that pesticides obertecites are wed in their production means that they are greener For example, they help to reduce the problems w iated with ales in the soil and apps Ou te dode og vegetables are alle formadas fermenters are concerned reless active in peace. This lack of family bus also been problem in the past with permarket buyers who have donally looked for mormity in fresh products to aid e nding and marg in Grally, org ables are expe that one coats Cently one there were in the region of 40% store expensive In UK wishing to claim that the price is n o t the ways to the approval of the Soil Association wach checks the credeals of a staples For sample this case tryck Second the produced he seeded Two dev e t place the produce a Ou the of applies This is where plant to the Tee of of thi Sose sales sealhes leaders to be paciebase They who ender tross alist. Very often the ste m plates aber of a pre d coach o ch det for or One wga r de et This is a f e of product check on wh e re the product ed The devel wyrobycal al fee f Cool as o o ce e teprohod S ystems Local r produced to the afe by many themes and . The produced the These party at the way they were treated o S NIE Assignment1 Beckett Organics : John Beckett enjoys vegetables, so much so that he has given up his full-time job as a lawyer to concentrate on growing and marketing organic vegetables. He started growing vegetables 20 years ago in his back garden and eventually became fully self- sufficient in supplying vegetables for the family. Partly bored with his legal job and tempted by an attractive severance package, John decided he would try to establish his vegetable supply business. Eiehteen months ago he looked around for two fields to lease in which he could grow organic vegetables Organic products including vegetables, is a growth market in the UK. Growers must adhere to strict guidelines in order to gain organic certification. Increasing awareness of the problems associated with many pesticides and fertilizers, coupled with an increased interest in healthy eating habits and wholesome food. has meant that many consumers are now either purchasing or interested in purchasing organic vegetables. This is true bot only of household customers, but in addition, many restaurants are using the lure of organic produce to give them a distinctive edge in the market place. All this has meant that many of the larger supermarket in the UK have begun to stock more and more organic produce from what was a relatively specialized market in the 1990s the market has grown to where overall organic produce accounts for some 1296 of the total UK grocery market and in worldwide terms as of January 2010 it accounts for approximately 3% of all food sales. 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. This growth has been sustained at a rate of around 20% per year in developed countries. However, organic yields are between 109 and 20 lower than conventional agriculture, with crops like potatoes some 40% lower. Unsurprisingly, this makes organic produce on average around 40" more expensive than non-organic produce AC Nielsen Ca, cite the case of the United States where organic sales ensed in the second half of 2009 as middle and upper- income families have felt the simin of layoffs and declining Type here to search investment portfolios. Sales in December 2009 were wp 56 percent year on year, against a 25.6 percent rise a year earlier. Organic vegetables offer several advantages over their non- organic counterparts: They are generally tastier, and because they are not treated in the same way, are usually fresher than nonorganic products They are good for a healthy lifestyle as they contain no pesticides and chemicals . The fact that no pesticides or berbicides are used in their production means that they are much "greener. For example, they help to reduce the problems associated with nitrates in the soil and water supplies. . On the downside, organic vegetables are generally less uniform, and as far as some consumers are concerned, are less attractive in appearance. This lack of uniformity has also been a problem in the past with supermarket buyers who have traditionally looked for uniformity in fresh products to aid merchandising and marketing in retail outlets Generally organic vegetables are more expensive than their Boo-organic counterparts Currently on average they are somewhere in the region of more expensive In the UK, anyone wishing to claim that their produce is organic and market it in this way, needs to obtain the approval of the Soil Association, which checks the organic credentials of a supplier For example in this case, they check the conditions under which the produce is grown and how the seeds used. Two interesting developments are taking place in the organic produce market. One is the growth of home supplies. This is where the producer supplies direct to the buseholder. There are a variety of ways of doing this. Some smaller growers use mail- shots and leafleting to build up a client base. They then deliver locally to customers who order from a list. Very often the supplier will simply make up a box of a pre determined value or weight containing a selection of vegetables which are in season and ready for picking. Other suppliers are using a similar system, but take their onders via the Internet. This is particularly suitable for this type of product as customers can check on a regular basis what is available and order from home. The produce is the delivered at a pre-arranged time The second development in the organic produce market is the growth of farmers markets. These markets are usually run by local authorities, often on Saturdays or Sundays. Local and other producers attend these markets, paving a small fee for a stall and eee 4 DOLL then sell their produce direct to the consumer. These farmers' markets partly care about as a result of the frustration felt by many farmers and growers at the way they were being treated by retailers and at the margins they were receiving. In addition, such markets have been successful because consumers feel they are getting fresh produce at lower prices than they might be able to obtain through supermarkets 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. The real worry is that he is not sure why this is the case. His produce he believes, is as good as anything in the business. He is a very good grower and the land he has leased is perfect for the range of produce he wishes to grow. Starting with organic potatoes he now produces a range of organic vegetables including beans sprouts, carrots, lettuce and his latest venture organic tomatoes and com grown in poly-tunnels. Although customers he currently supplies are very loyal to John, indeed many are friends and acquaintances he has known over the years when he grew vegetables in his back garden. There are simply not enough of them As a result, his turnover which increased rapidly over the first year of the business has for the last six months has stagnated. He mainly supplies locally and has tried to increase his customer base by taking leaflets out and posting them through letterboxes in the area. He has done this by dividing up the housing areas in a ten mile radius arvind his growing area and dropping leaflets throughout the area to as many houses as he can cover en systematic basis. Only some 29 of customers have responded with an order, usually contacting by telephone. These customers seem to come from the middle class areas. He has considered taking a stall at one of the farmers' markets, the nearest of which Is some 40 miles away and operates one day per month, but he realises this would not be enough to reach the turnover levels he requires. He has in the past supplied one or two local restaurants and hotels, but usually only when they have contacted him because they have had a problem with their existing supplier He has never followed these up. His growing area is currently too small to supply a major retailer, although he has been approached on an informal bases by the buyer of a voluntary chain of local grocers representing some retail outlets in the county John is wondering where he goes from here. He cannot understand why his superior products are not selling well. A friend has suggested that John needs a more strategic approach to marketing John is not convinced. He feels his business is 100 small to warrant any kind of marketing, never mind strategic marketing, and he has always felt that a good product should sell itself. Ile is, bowever, anxious to grow the business and become leading organic vegetable supplier 5. Bring out the appropriate strategy and pricing decis that you would suggest if this company is to start marketing its products in your home country? Expla with by Performing the PESTLE analysis for your home 6. What in your opinion are the pros and cons that that an organization of this type usually need to face? When they enter emerging markets Answer all the questions, cach question carries 10 marks (103660 marks) 1. What advice would you give to John about developing his business through more effective strategic marketing 2. Perform the SWOT for Beckett 3. plain with reason the Portes peneric strategies vo would suggest for Beckett. 4. S et the marketing Strategies that John hold use to market bis Organic vegetables since this is a new and upcoming area of business Bring out the watapes and disadvantages of the strategy Wal Mart and its Marketing Campaigns Walmart, the chain of discount stores, is the second largest company in the world with over 5.000 billion in 21