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