Implementing marketing strategies for a niche business: case of talya herbal products

Abstract

Medicinal and aromatic plants (MAPs) products became more popular during and after the Covid-19 pandemic. MAPs production and marketing could be accepted as a niche business. The purpose of this study is to examine the marketing strategies of a MAPs producing company from Türkiye. Using case study, data is gathered via interviews, observations and secondary sources. Findings showed that the company succeeded a prudent progress in various market segments basing on its market orientation culture and use of different market distribution channels. Every distribution channel had a different market segment as well as a different structure. The company learned from its market experiences and orientation. They had been organizing to enter the USA market as well as exporting to several other countries. The findings point out that in our today’s world of high competition, companies focus on various market segments, follow different pricing and branding strategies simultaneously so that they can survive in a complex environment with a persistent competitive advantage.