Marketing Objectives

Growth Strategies

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself” (Drucker, n.d.). The act of engaging in market exchange is to achieve profitable growth through buying and selling goods and services. This can be most affectively achieved by developing strategies to enhance the growth of a business. Often regarded as the most important marketing mechanism used by big company's such as McDonalds, West Pac and Zappos.com; it is a common similarity that successful businesses put customers value at the forefront of their target mission statements.

Bellamy’s Organic

As children have become more exposed unhealthy diets, the issue of obesity has become far more prevalent within society. This created a new type of competitive market where consumers demanded a product which would provide baby's with a healthy and organic alternative to processes goods. In 2004, Bellamy's Organic responded to this market demand by producing a formulated organic range to overcome this growing concern. Bellamys revolutionised this market industry to ensure the health and wellbeing of infants remained paramount. This undermines the words of Peter F. Drucker to 'understand the customer'. One such marketing strategy to develop growth and gain competitive advantage is to do a better job at satisfying consumers than its competitors (Armstrong et al, n.d). Once Bellamy's was able to gain the trust and acceptance of their audience, consumers remained loyal to their products.

Ansoff’s Growth Vector Matrix

This is highlighted by Ansoff's Growth Vector Matrix which is used to assist in identifying growth opportunities. The Ansoff Matrix has four theories of marketing strategies; Market Penetration, product development, market development and diversification (Ansoffmatrix.com, 2013). A product is most appealing where the industry is attractive and the company has the ability to serve that market. Bellamys used this idea...