Abel & Cole Organic Products Delivery Services

Abel & Cole Organic Products Delivery Services: Marketing
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Executive Summary
Abel & Cole is an online retailer of fresh organic products in the UK. The PESTEL and Porter’s Five Forces analysis indicate that the organization operates in a friendly environment supporting its business strategy. The organization’s major threat is stiff competition from organizations like Tesco and Sansbury.
Abel & Cole’s competitive edge is its business strategy that involves sustainability approaches. The company relies on a triple-bottom-line approach based on its business model of fresh, 100% organic products delivered efficiently using environment-friendly means like electric vehicles. While the company has a relatively strong social media presence, its digital communication strategies must produce ample online customer engagement. Improving this engagement is necessary if the company is to remain competitive against giants like Tesco.
It is recommended that the company changes its current strategy by tailoring posts with its business model. These include storylines and life journeys that have been transformed by reliance on Abel & Cole products. Table of Contents Abel & Cole Organic Products Delivery Services: Marketing. 1 Executive Summary. 2 1.0      Introduction. 4 2.0      Market Place Analysis. 4 2.1      Macro-environment Analysis. 5 2.2      Micro-environment Analysis. 8 2.3      SWOT Analysis. 11 3.0 Internal Environment Analysis. 12 3.1 VRIO Analysis of Company’s Internal Resources for Competitive Advantage. 12 3.2 Current Business Model 13 4.0 Digital Communication Strategy. 14 4.1 Current Strategy. 14 4.2 Innovation for the Future. 14 Project Summary. 15 Reference List 16

Introduction
Fresh from college in the 1980s, two friends, Keith Abel, and Paul Cole, went to Covent Garden Market and bought organic potatoes in bulk. They sold organic potatoes from door to door, attracting households’ attention. With time, as word of organic potatoes spread, demand for this product grew, highlighting a business niche thoroughly unexplored before. Apart from potatoes, customers started asking for other products like vegetables in their organic form. The demand for these products led to today’s Abel & Cole selling an extensive range of organic products, including fruits and vegetables, to customers in the UK. Currently owned by William Jackson Food Group, the company works with small, organic producers, both local and international, and supplies the products to consumers through environment-friendly strategies. In other words, the company’s business model is underpinned by the notions of environmental sustainability and fair compensation of farmers (producers). The current paper aims to evaluate Abel & Coles’s existing digital marketing approaches and propose future strategies to expand and cement its client base.
Market Place Analysis
As of 2020, Europe's per capita expendi...