Sosyal Araştırmalar ve Yönetim Dergisi (SAYOD) Journal of Social Research and Management Yıl: 2023, Sayı:1, 20-26 Year: 2023, Issue: 1, 20-26 20 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. Keywords: Marketing Strategy, Case, Herbal Products, Niche Business 1.INTRODUCTION Marketing strategies reveal the internal and external actions to be taken to strengthen the product or the service in the market. They focus explicitly on the quest for long run competitive advantages. Organizations with market orientation are expected to follow effective marketing strategies. Marketing strategy is a tool to enable the enterprise to achieve its specific goals, this tool is a pattern of decisions concerning all the marketing activities (Varadarajan, 2010: 119). Market orientation is quite important as a basis of marketing strategies. It refers to the responsiveness to market intelligence (Tadepalli, R., and Avila, 1999: 69). Market orientation is valuable and important as it concentrates the organization on (1) continously collecting information about target-customers’ needs and competitors’ capabilities and (2) to create continously superior customer value (Slater et al.,1995: 63). Market orientation requires a market oriented culture to follow the market dynamics concerning customers and competitors. Talya Herbal Products, producing natural and organic products from medicinal and aromatic plants, is one of the good examples for implementing marketing strategies through a market oriented culture. The consumer awareness about health increased in 1980’s- 1990’s, which caused an increase in the demand for organic and naturally grown medicinal and aromatic plants (Esetlili et al, 2014: 240). Today, people are highly concerned about natural and organic products for their health. Medicinal and aromatic plants (MAPs) are among the healthy alternatives to be used for several purposes. MAPs are mostly 1 Asst.Prof., Antalya Bilim University, Tourism Faculty, Antalya, Türkiye, e-mail: gozdegul.baser@antalya.edu.tr, ORCID: 0000-0002-1450-191X 2 Prof.Dr., Antalya Bilim University, Faculty of Economics, Administrative and Social Sciences, e-mail: kemal.kurtulus@antalya.edu.tr, ORCID: 0000-0002-0518-5572 SOSYAL ARAŞTIRMALAR VE YÖNETİM DERGİSİ (SAYOD) **** JOURNAL OF SOCIAL RESEARCH AND MANAGEMENT E-ISSN: 2667-5897 https://dergipark.org.tr/tr/pub/sayod Paper Type: Research Paper, Makale Türü: Araştırma Makalesi Sayı:1, Nisan 2023 Issue:1, April 2023 Received Date / Geliş Tarihi: 27/09/2022 Accepted Date / Kabul Tarihi: 06/10/2022 IMPLEMENTING MARKETING STRATEGIES FOR A NICHE BUSINESS: CASE OF TALYA HERBAL PRODUCTS Atıf/ to Cite (APA): Başer, G. ve Kurtuluş, K. (2023). Implementing Marketing Strategies for A Niche Business: Case of Talya Herbal Products, Journal of Social Research and Management, (1), 20-26. DOI: https://doi.org/10.35375/sayod.1180779 Gözdegül BAŞER 1 Kemal KURTULUŞ 2