Market Research
QUESTIONS
1. Based upon the case study above, discuss whether Beckett Organics is a marketing oriented organization or not. Support your answer by the use of relevant examples from the case. ( 10 marks)
By definition a Marketing Oriented Organisation is an organisation that focuses on meeting the needs and desires of its customer. It attempts to tailor products to meet the demands of the customers. The business starts with the customers, find out what they need, and then produces it for them. The customer is the driving force behind all strategic business decisions of the organisation. The desire of such an organisation is a long relationship and thus long term profitability. The goal is to give the customer long term satisfaction and to do it better than competitors. Marketing oriented organisation believe that people will not buy what they do not want or need, regardless of the price or marketing tactic.
As far as Beckett Organics is concerned we deduced from the case study that this organisation is not a marketing oriented organisation. Beckett Organics does not match the characteristics of marketing oriented organisation as describe above, it is rather a mixture a product and sales oriented organisation.
Below are some arguments that will substantiate above statement:
Target Market – Middle Class Customers v/s Price of the Vegetables
Most of the customers of Beckett Organics are either old friends or customers who have been loyal to him when he first grew vegetables in his back garden. Customer acquisition is almost inexistent. This is because people living area is middle income earners who prefer to buy cheap instead of buying products which is 40% more expensive.
Retailer – Supermarkets
The lack of uniformity of the organic products does meet the demands of the supermarkets of the area which is an opportunity for Beckett Organics. Supermarkets look for uniformity in fresh products that aid merchandising but Beckett Organics does meet
1. Based upon the case study above, discuss whether Beckett Organics is a marketing oriented organization or not. Support your answer by the use of relevant examples from the case. ( 10 marks)
By definition a Marketing Oriented Organisation is an organisation that focuses on meeting the needs and desires of its customer. It attempts to tailor products to meet the demands of the customers. The business starts with the customers, find out what they need, and then produces it for them. The customer is the driving force behind all strategic business decisions of the organisation. The desire of such an organisation is a long relationship and thus long term profitability. The goal is to give the customer long term satisfaction and to do it better than competitors. Marketing oriented organisation believe that people will not buy what they do not want or need, regardless of the price or marketing tactic.
As far as Beckett Organics is concerned we deduced from the case study that this organisation is not a marketing oriented organisation. Beckett Organics does not match the characteristics of marketing oriented organisation as describe above, it is rather a mixture a product and sales oriented organisation.
Below are some arguments that will substantiate above statement:
Target Market – Middle Class Customers v/s Price of the Vegetables
Most of the customers of Beckett Organics are either old friends or customers who have been loyal to him when he first grew vegetables in his back garden. Customer acquisition is almost inexistent. This is because people living area is middle income earners who prefer to buy cheap instead of buying products which is 40% more expensive.
Retailer – Supermarkets
The lack of uniformity of the organic products does meet the demands of the supermarkets of the area which is an opportunity for Beckett Organics. Supermarkets look for uniformity in fresh products that aid merchandising but Beckett Organics does meet