Topic: Marketing plan for Farming Carbon

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Contents
1. Introduction....................................................................................................................3

2. Aim and objectives.........................................................................................................3

2.1 Aims.........................................................................................................................3

2.2 Objectives................................................................................................................4

3. Project context and Company background...................................................................4

3.1 Company background..............................................................................................4

3.2 Project context.........................................................................................................5

4. Literature review............................................................................................................6

4.1 Overview of Farming Carbon...................................................................................6

4.2 Marketing Strategy...................................................................................................7

4.3 Communication Plan for Farming Carbon...............................................................8

4.4 Customer Persona...................................................................................................9

4.5 Channel strategy....................................................................................................10

5. Research scope...........................................................................................................11

5.1 Research philosophy.............................................................................................11

5.1.1 Interpretivism...................................................................................................11

5.1.2 Positivism........................................................................................................11

5.1.3 Chosen research philosophy...........................................................................12

5.2 Research approach................................................................................................12

5.2.1 Quantitative approach.....................................................................................12

5.2.2 Qualitative approach.......................................................................................12

5.2.3 Chosen research approach.............................................................................13

5.3 Data collection....................................................................................................13

 5.3.1 Primary data collection....................................................................................13

5.3.2 Secondary data collection...............................................................................13

5.3.3. Chosen data collection technique..................................................................13

5.4 Data analysis..........................................................................................................14

6. Conclusion...................................................................................................................14

References:......................................................................................................................15
1. Introduction
Over the past few years, carbon farming has become an increasingly popular topic. In
2022, the legal framework for certifying carbon reductions will be finalised, and in 2021,
the European Commission will release its Carbon Farming Initiative. By increasing
oversight and compliance requirements and setting a goal of making the agricultural,
land use, and forestry sectors climate neutral by 2035. Carbon farming, or the
"management of carbon pools, flows, and anthropogenic (GHG) fluxes at farm level," is
gaining traction as a tool for farmers to mitigate climate change. Because a healthy
economy is beneficial now and in the future, it involves controlling land use and
livestock to reduce emissions of carbon dioxide (CO2), methane (CH4), and nitrous
oxide (N2O). The researcher will use a marketing strategy to raise awareness of this
study and method, establishing rapport with potential participants and encouraging them
to join the project at its inception (Yousuf and Xiucheng, 2018). Carbon farming is
defined as any agricultural practise or change in land use that removes CO2 from the
atmosphere and stores it in the organic matter above or below the surface of the earth
or the soil, thereby preventing further emissions of CO2 and other greenhouse gases
and/or reducing emissions of these gases at present.
A new business strategy that offers financial incentives to farmers to use farming
practices that are good for the local environment is sometimes called "carbon farming"
(Motherbaugh et al., 2020). These incentives could be funded entirely by the
government, private donors, or a combination of the two. Though the Common
Agricultural Policy (CAP) has been criticised for not doing enough to reduce carbon
emissions, it already supports many carbon farming activities (most notably through co-
financing agri-environment-climate behaviour and environmental capital measures).
Since managing carbon emissions in agriculture is essential for the sector's continued
success, this research will illustrate how best to reach and engage with the sector's
target audience.
2. Aim and objectives
2.1 Aims
The research is meant to help refine the channel strategy, customer personas, and
communication plan for better customer engagement. Additionally, this research seeks
to determine the most efficient and effective method of carbon farming.

2.2 Objectives
1. Review the plan for getting in touch with customers so they can learn more about
carbon farming.
2. Show the effects that carbon farming has on the environment and the future.
3. Analyse the carbon farming business and marketing strategy.
4. To recommend the business to make marketing strategies that support business
expansions.

3. Project context and Company background

3.1 Company background
Well, agricultural practices account for the second-highest global source of carbon
dioxide (CO2) emissions. Agriculture is the only human-managed surrounding that can
completely flip its role, going from a net generator to a neutral sequestered of CO2.
Common agricultural practices that significantly contribute to atmospheric carbon
dioxide emission include tractor utilisation, soil tilling, habitat destruction, fossil fuel-
based fertiliser application, insecticides, and herbicides. However, soil carbon
sequestration can potentially store carbon safely and effectively for long periods (Olson
et al., 2018). Carbon farming, in this context, means employing methods that have been
shown to improve the rate at which dioxide is stored in the environment by plants and/or
organisms. Successful carbon farming can be declared when the net amount of carbon
gained through improved shifting cultivation and conservation practices exceeds the net
amount of carbon lost.
It is important to note that not all agricultural businesses will benefit from the same
approach to reducing carbon emissions. Farming production and biogeographical
regions also differ in how effectively different mitigation measures can be implemented.
It is not unusual for carbon farming to have ancillary benefits for both the public and
private sectors. Although effective, some methods of reducing greenhouse gas
emissions can have undesirable side effects on other ecosystems or social goals. If the
proposed project is approved, it will also contribute to the future by reducing
greenhouse gas emissions (e.g. Soil health and animal welfare).
3.2 Project context
Every successful business starting will eventually face the challenge of business
expansion. Expansion is a phase of a company's life that presents opportunities and
dangers. On the one hand, business expansion is frequently accompanied by a rise in
owners' and employees' financial well-being. In addition, expansion is typically viewed
as validation of the entrepreneur's initial business start-up concept and subsequent
attempts to realise that vision (Wynn and Jones, 2019). However, as noted by
researchers, the business expansion provides the small business owner with many
issues that must be addressed. Successful business expansion practices result in
several changes, each presenting unique management, legal, and financial obstacles.
Expansion implies hiring new personnel who will look to the company's top
management for direction. The company's management will become less and less
centralised as it grows, which may increase internal politics, protectionism, and
disagreements over which aims and projects to pursue (Teagarden, Von Glinow and
Mellahi, 2018). Market share will increase as a result of expansion, necessitating the
development of new tactics to combat larger competitors. The expansion will also
necessitate additional capital, generating new duties for owners, investors, and
institutional lenders. Thus, expansion results in several modifications to the
organisation's structure, requirements, and objectives (Elia, Margherita and Secundo,
2020).

Most firms may extend their operations through a variety of means. The most prevalent
means by which small businesses expand their operations are incremental, i.e.,
expanding product inventory or services offered without major modifications to premises
or other operational components. However, over time, organisations with the potential
and desire to expand will typically discover that other solutions should be considered
(Corallo, Lazoi and Lezzi, 2020). Expansion through the acquisition of another existing
business (almost always of a smaller size); Offering franchise ownership to other
entrepreneurs; Licensing of intellectual property to third parties; Establishment of
business agreements with distributorships and/or dealerships; Pursuing new marketing
routes (such as catalogues); Joining industry cooperatives to achieve savings in certain
common areas of operation, including marketing (Smyth and Vanclay, 2017).
Until the business's ownership has created the appropriate framework, none of those
above possibilities should be explored. The expansion of the business begins with an
objective evaluation of its strengths and flaGiven these skills, the The firm then
determines the major markets or categories of future market opportunities that it is most
likely to sills (Martens and Carvalho, 2017). This generates a new set of questions
regarding how to develop the structures and processes that will further strengthen the
organisation's core competencies. Once these structures and procedures have been
established and long-term planning has been accomplished, the firm has a clear picture
of where it will be in three to five years, as well as a consensus on the most important
strategies for future business development.
4. Literature review
4.1 Overview of Farming Carbon
In order to increase the proportion at which carbon dioxide is removed from the
atmosphere and stored as a by-product of plant growth and/or total nutrient matter
across an entire farm, a technique known as "carbon farming" has been developed.
There needs to be a framework known as "Carbon Farming" in place for people to
participate in the agronomic procedures that will ultimately lead to a shift in the system.
In a carbon farming system, solar energy propels the dynamics of the farm's ecosystem
and carbon stores that energy. Carbon farming is the same as "restorative agriculture,"
provided that the latter is based on an understanding of the system dynamics and
positive feedback mechanisms that, in practice, facilitate a regenerative upward cycle of
reproduction and farm production. The Carbon Cycle Institute's (CCI) model framework
for land management centres on carbon as the primary organising principle. Land
management by this paradigm has been shown through extensive study and research
to increase energy production rates, increase the availability of crucial ecological
services (including water), boost agricultural resilience, and lessen the impact of climate
change (Morgan et al., 2019). The framework's well-considered regulations, public-
private partnerships, technical support, innovative financing and quantification
methodology mechanisms will help land managers implement their ideas more
efficiently on the ground. Carbon farming practices are methods used in agriculture that
have been shown to increase carbon sequestration and/or reduce emissions of
greenhouse gases (Novara et al., 2019). At least 35 methods have been identified by
the "Natural Resource Conservancy Service" (NRCS) to improve soil health and store
carbon, with significant additional benefits such as increased soil water retention
capacity, hydrological effectiveness, biodiversity, and resilience.
4.2 Marketing Strategy
A company's marketing strategy is the blueprint to increase product sales, build
consumer familiarity with its brand, raise awareness of the product's value proposition,
and better communicate with potential buyers. Curiosity is tempered through marketing
strategies designed to pique customers' interest in a business or its products. The report
will also assist the company in learning how to manage customers and make purchases
based on the information it gleaned about its target demographic (Maltas et al., 2018). A
firm's approach to advertising can be modified to better achieve its specific goals. An
effective marketing strategy is the result of deliberate, methodical planning. The
company needs to develop a SMART strategy to increase customer interest in farming
carbon because such a strategy can boost interest and, by extension, the company's
branding assets, which is good for business now and in the long run. Every strategy is
evaluated about the company's marketing goals. Goal setting entails realising your
company's potential and promoting it to your target audience. Below is a diagram of the
carbon farming industry's marketing strategy and the final, comprehensive answer to
carbon integration.
 Figure 1: Marketing strategy for farming carbon
4.3 Communication Plan for Farming Carbon
Carbon Farming can think of a marketing communication plan as a blueprint for how its
brand will spread the word about its business. Details like the intended audience, the
goals of the communication, the planned methods of dissemination, and the planned
approach to the message are all included. The budget and proposed combination of
media is also laid out in detail. Stop wasting time and resources on ineffective marketing
by outlining a concise and clear strategy in advance. A good strategy for communicating
with stakeholders can also aid in monitoring development. Successful marketing
requires careful planning, and a solid communication strategy is a simple way to get
things in order. They can save resources and time by carefully researching their farming
carbon target market and developing a well-thought-out strategy.
Marketing and communications plans help Farming carbon zero in on its goals, so it can
better understand what they have to suggest and do to advertise its product and how it
can get it from the factory to the consumer. A marketing channel is exactly what it
sounds like. The strategy needs to be robust, interesting, and open, which means it
uses all primary communication channels. The following sections will show examples of
various marketing communication strategies that illustrate these features in action. The
objectives outline the different objectives that need to be met to ensure the Marcom
plan is successful at the marketing, communication and corporate levels. The creative
approach suggests unusual and entertaining ways to advertise the product. The plan
then moves on to the communications strategy section. The communications mix
outlines the various channels used to get the word out about a product. The company
can reach people in the UK through PR, advertising, and direct mail. The media
strategy, timeline, and proposed budget round out the Marcom plan. This marketing
strategy is very sound with all these reports and proposals.
4.4 Customer Persona
Farming carbon marketing and selling efforts will benefit greatly from developing a
comprehensive set of customer personas. They allow them to target specific groups of
growers with messages, goods, and services designed to meet their unique
requirements. The bottom line for the farmer who is focused on the numbers. The
farmer's existence choices are always guided by the maximisation of his or her financial
returns. Here are some typical actions of the customer persona that will help the
company examine the prices of agricultural goods on the market regularly and look at
costs and benefits. Keep records of the farm's inputs and outputs to measure its
technical efficiency and look at and analyse its financial information.
 Figure 2: Customer persona for farming carbon
4.5 Channel strategy
A channel strategy is a plan for getting a product or service to the end customer with the
help of a chain of commerce. For example, a business whose product is straightforward
to set up and does not necessitate much in customer service might opt to sell it
exclusively online or through traditional retail outlets. On the other hand, value-added
resellers and systems integrators may be enlisted as part of a company's channel
strategy if the product in question is particularly complex, demanding expert knowledge
for successful implementation and requiring extensive support to guarantee a satisfying
customer experience. The direct channel, where the supplier deals directly with the
consumer, is the simplest method. The supplier might rely on a dedicated sales team or
an online store to bring in customers and make sales. Another option is direct selling via
catalogue, though online shopping has largely absorbed this industry.
5. Research scope
5.1 Research philosophy
The research scope is required for the successful completion of the research, which can
help the research in testing the desired research aim and doing effective research that
can help reach the results. In the effective development of the research effort, two major
research philosophies have been established in the field of social sciences-based
research in the Western tradition of conducting research; there are two main theories of
interpretivism and positivism (Tamminen and Poucher, 2020).
5.1.1 Interpretivism
Alharahsheh and Pius (2020) expressed that interpretivism is the research philosophy
that offers detailed support for the actual description. Additionally, the philosophy says
that reality is explained in terms of actual practices in the natural environment. Further,
Alharahsheh and Pius (2020) emphasised that the reality of knowledge can have
several explanations that can be readily identified at various moments in its occurrence.
The proposed interpretations make it simple to conduct a comprehensive study of
company operations that encompasses all aspects of business performance.
5.1.2 Positivism
Alharahsheh and Pius (2020) describes the positivist research philosophy as the
research philosophy that considers the fact that the investigated reality can be seen
from the developed research objectives since the studied world is stable. With the
stable portion of reality, the phenomena to be discussed in the research can be readily
isolated and modified to provide the required data regulations for achieving the intended
outcomes. Occasionally, the to-be-studied reality is also predicted based on previously
associated study points. Alharahsheh and Pius (2020) further elaborated on how the
positivist research philosophy might aid in developing knowledge of the business
research process. The research variables are based on the research reality's
constituent pieces, which also exclude factors unrelated to the investigated reality.
5.1.3 Chosen research philosophy
The consequences of the research largely infer the implication of the research
philosophy. These implications may be conducive to undertaking qualitative or
quantitative research methodologies, which can help the research advance. Regarding
the current research objective, the chosen research philosophy is interpretivism, which
can aid in a detailed interpretation of the effects of e-commerce marketing methods on
business expansion practices.
5.2 Research approach
Frew et al. (2018) defined the research approach as the plans and processes that can
aid in determining the overall research process. Primarily, the research approaches are
employed to establish data collection and interpretation strategies. Two primary
research methods can be used to perform successful research practices. These are
qualitative and quantitative approaches to study.
5.2.1 Quantitative approach
Frew et al. (2018) mainly describe the quantitative research strategy as research
techniques that can aid in gathering and evaluating acquired data that can aid in
supporting the research's findings with numerical figures. This study method is primarily
employed in management practises and related social science practices. The
quantitative research approach is contrary to the qualitative research approach in
nature. The quantitative research approach tends to generate hypotheses that must be
either accepted or rejected for the research to succeed.
5.2.2 Qualitative approach
To explore human behaviours and habits, qualitative research methods are utilised. The
strategy utilised to perform qualitative or in-depth research on a topic is the qualitative
research approach (Frew et al., 2018). It describes the study's objective, the relevance
of the researchers' duties, the stages through which the research will advance, and the
method that will be used to analyse the collected data.
5.2.3 Chosen research approach
The qualitative research methodology has been selected as the primary research
method in response to the current research. This is because the created research
objectives necessitate in-depth research on the topic, and the research results are not
specialised towards employing e-commerce methods to assist the expansion of the firm.
In addition, the qualitative research approach can provide a comprehensive degree of
study that can ultimately lead the organisation to decide whether to expand.
5.3 Data collection
Stieglitz et al. (2018) define the concept of data collecting in research as gathering the
information necessary for assessing the feasibility of research, which can affirm or
refute the research goals and objectives. For a research project, Stieglitz et al. (2018)
identified two different data collection techniques. These are the approaches for primary
and secondary data collection.
5.3.1 Primary data collection
Stieglitz et al. (2018) define primary data collection as the first collection of research
data for the first time about study variables. Primary data for research are obtained
mostly through trials, interviews, and company surveys.
5.3.2 Secondary data collection
Stieglitz et al. (2018) define secondary data collection as collecting data from diverse
data sources such as journal articles, books, and magazines published previously or
before the time of research. The acquisition of secondary data is significantly more
practical and time-saving for the research than collecting primary data. This is because
it can help the overall research attain the results successfully.
5.3.3. Chosen data collection technique
The purpose of the current study is to analyse business marketing for business
expansion in the Dutch market; hence, secondary sources will be used to collect data
as a successful application of business marketing strategies about business expansion.
5.4 Data analysis
As the obtained data for the current study is based on secondary data from journal
articles on similar topics, content analysis can be claimed to be the data analysis
approach for the secondary data. This content analysis can assist the research in
achieving its objectives.
6. Conclusion
Carbon farming practises not only reduce pollution by restoring degraded soils,
increasing crop production, and minimising degradation and nutrient runoff but also by
boosting bacterial growth and soil biodiversity, purifying surface and groundwater.
Policymakers aiming to promote carbon storage in the soil would do well to consider
these additional advantages. As a result of carbon farming's positive effects on soil
health, carbon sequestration, and pollution reduction, it is possible to grow more food
while reducing harmful emissions. Carbon farming practices can begin reversing the
devasting consequences of climate change if implemented on a large enough scale.
One of the most effective ways to reduce carbon emissions and lessen the effects of
climate change is to encourage and expand the adoption of these methods.
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