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IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS

Year 2023, , 20 - 26, 27.04.2023
https://doi.org/10.35375/sayod.1180779

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.

References

  • Bağcı H. and Atasever M. (2020). Türkiye Serbest Eczane Sektör Analizi, Türk Eczacılar Birliği Yayınları, Ankara.
  • Batem (2012). Tıbbi ve Aromatik Bitki İşletmelerinin Yapısal Analizi https://arastirma.tarimorman.gov.tr/batem/Belgeler/Kitaplar/t%C4%B1bbi2012%20katalog.pdf (Access Date: 24.08.2021).
  • Crowe, S., Cresswell, K., Robertson, A., Huby, G., Avery, A., and Sheikh, A. (2011). The Case Study Approach. BMC Medical Research Methodology, 11(1), 1-9.
  • Dobni, C. B., and Luffman, G. (2000). Implementing Marketing Strategy through a Market Orientation. Journal of Marketing Management, 16(8), 895-916.
  • Esetlili, B.Ç., Pekcan T., Çobanoğlu Ö., Aydoğdu E., Turan S., and Dilek A. N.A. (2014). Essential plant nutrients and heavy metals concentrations of some medicinal and aromatic plants. Journal of Agricultural Sciences 20 (3), 239-247.
  • Heale, R., and Twycross, A. (2018). What is a Case Study?. Evidence-based Nursing, 21(1), 7-8.
  • KPMG (2020). Perakende Sektörel Bakış, https://assets.kpmg/content/dam/kpmg/tr/pdf/2020/01/sektorel-bakis-2020-perakende.pdf (Access Date: 14.09.2021).
  • Mitchell, R. W., Wooliscroft, B., and Higham, J. (2010). Sustainable Market Orientation: A New Approach to Managing Marketing Strategy. Journal of Macromarketing, 30(2), 160-170.
  • Porter, M. E. (1990). New Global Strategies for Competitive Advantage. Planning Review. 18(3), 4-14.
  • Sciencedirect (2013). https://www.sciencedirect.com/topics/agricultural-and-biological-sciences/phytotherapy (Access Date: 25.08.2021)
  • Schmitt, B., and Zarantonello, L. (2013). Consumer Experience and Experiential Marketing: A Critical Review. Review of Marketing Research. https://doi.org/10.1108/S1548-6435(2013)0000010006, March, 25-61.
  • Sharp, B. (1991). Competitive Marketing Strategy: Porter revisited. Marketing Intelligence & Planning, 9(1), 4-10.
  • Slater, S. F., Mohr, J. J., and Sengupta, S. (1995). Market Orientation. Journal of Marketing, 59, 63-74.
  • Tadepalli, R., and Avila, R. A. (1999). Market Orientation and the Marketing Strategy Process. Journal of Marketing Theory and Practice, 7(2), 69-82.
  • The World Bank (2018), https://openknowledge.worldbank.org/bitstream/handle/10986/31613/Medicinal-and-Aromatic-Plants.pdf?sequence=1&isAllowed=y (Access Date: 24.08.2022)
  • Varadarajan, R. (2010). Strategic Marketing and Marketing Strategy: Domain, Definition, Fundamental Issues and Foundational Premises. Journal of the Academy of Marketing Science, 38(2), 119-140.

IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS

Year 2023, , 20 - 26, 27.04.2023
https://doi.org/10.35375/sayod.1180779

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.

References

  • Bağcı H. and Atasever M. (2020). Türkiye Serbest Eczane Sektör Analizi, Türk Eczacılar Birliği Yayınları, Ankara.
  • Batem (2012). Tıbbi ve Aromatik Bitki İşletmelerinin Yapısal Analizi https://arastirma.tarimorman.gov.tr/batem/Belgeler/Kitaplar/t%C4%B1bbi2012%20katalog.pdf (Access Date: 24.08.2021).
  • Crowe, S., Cresswell, K., Robertson, A., Huby, G., Avery, A., and Sheikh, A. (2011). The Case Study Approach. BMC Medical Research Methodology, 11(1), 1-9.
  • Dobni, C. B., and Luffman, G. (2000). Implementing Marketing Strategy through a Market Orientation. Journal of Marketing Management, 16(8), 895-916.
  • Esetlili, B.Ç., Pekcan T., Çobanoğlu Ö., Aydoğdu E., Turan S., and Dilek A. N.A. (2014). Essential plant nutrients and heavy metals concentrations of some medicinal and aromatic plants. Journal of Agricultural Sciences 20 (3), 239-247.
  • Heale, R., and Twycross, A. (2018). What is a Case Study?. Evidence-based Nursing, 21(1), 7-8.
  • KPMG (2020). Perakende Sektörel Bakış, https://assets.kpmg/content/dam/kpmg/tr/pdf/2020/01/sektorel-bakis-2020-perakende.pdf (Access Date: 14.09.2021).
  • Mitchell, R. W., Wooliscroft, B., and Higham, J. (2010). Sustainable Market Orientation: A New Approach to Managing Marketing Strategy. Journal of Macromarketing, 30(2), 160-170.
  • Porter, M. E. (1990). New Global Strategies for Competitive Advantage. Planning Review. 18(3), 4-14.
  • Sciencedirect (2013). https://www.sciencedirect.com/topics/agricultural-and-biological-sciences/phytotherapy (Access Date: 25.08.2021)
  • Schmitt, B., and Zarantonello, L. (2013). Consumer Experience and Experiential Marketing: A Critical Review. Review of Marketing Research. https://doi.org/10.1108/S1548-6435(2013)0000010006, March, 25-61.
  • Sharp, B. (1991). Competitive Marketing Strategy: Porter revisited. Marketing Intelligence & Planning, 9(1), 4-10.
  • Slater, S. F., Mohr, J. J., and Sengupta, S. (1995). Market Orientation. Journal of Marketing, 59, 63-74.
  • Tadepalli, R., and Avila, R. A. (1999). Market Orientation and the Marketing Strategy Process. Journal of Marketing Theory and Practice, 7(2), 69-82.
  • The World Bank (2018), https://openknowledge.worldbank.org/bitstream/handle/10986/31613/Medicinal-and-Aromatic-Plants.pdf?sequence=1&isAllowed=y (Access Date: 24.08.2022)
  • Varadarajan, R. (2010). Strategic Marketing and Marketing Strategy: Domain, Definition, Fundamental Issues and Foundational Premises. Journal of the Academy of Marketing Science, 38(2), 119-140.
There are 16 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Makaleler
Authors

Gözdegül Başer 0000-0002-1450-191X

Kemal Kurtuluş 0000-0002-0518-5572

Publication Date April 27, 2023
Published in Issue Year 2023

Cite

APA Başer, G., & Kurtuluş, K. (2023). IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS. Sosyal Araştırmalar Ve Yönetim Dergisi(1), 20-26. https://doi.org/10.35375/sayod.1180779
AMA Başer G, Kurtuluş K. IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS. SAYOD. April 2023;(1):20-26. doi:10.35375/sayod.1180779
Chicago Başer, Gözdegül, and Kemal Kurtuluş. “IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS”. Sosyal Araştırmalar Ve Yönetim Dergisi, no. 1 (April 2023): 20-26. https://doi.org/10.35375/sayod.1180779.
EndNote Başer G, Kurtuluş K (April 1, 2023) IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS. Sosyal Araştırmalar ve Yönetim Dergisi 1 20–26.
IEEE G. Başer and K. Kurtuluş, “IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS”, SAYOD, no. 1, pp. 20–26, April 2023, doi: 10.35375/sayod.1180779.
ISNAD Başer, Gözdegül - Kurtuluş, Kemal. “IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS”. Sosyal Araştırmalar ve Yönetim Dergisi 1 (April 2023), 20-26. https://doi.org/10.35375/sayod.1180779.
JAMA Başer G, Kurtuluş K. IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS. SAYOD. 2023;:20–26.
MLA Başer, Gözdegül and Kemal Kurtuluş. “IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS”. Sosyal Araştırmalar Ve Yönetim Dergisi, no. 1, 2023, pp. 20-26, doi:10.35375/sayod.1180779.
Vancouver Başer G, Kurtuluş K. IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS. SAYOD. 2023(1):20-6.