sayod Sosyal Araştırmalar ve Yönetim Dergisi 2667-5897 Seda UYAR 10.35375/sayod.1180779 Business Administration İşletme IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS : CASE OF TALYA HERBAL PRODUCTS https://orcid.org/0000-0002-1450-191X Başer Gözdegül ANTALYA BİLİM ÜNİVERSİTESİ https://orcid.org/0000-0002-0518-5572 Kurtuluş Kemal ANTALYA BİLİM ÜNİVERSİTESİ 04 27 2023 1 20 26 09 27 2022 10 06 2022 Copyright © 2018, Sosyal Araştırmalar ve Yönetim Dergisi 2018 Sosyal Araştırmalar ve Yönetim Dergisi

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.

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.

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