This business may not be prepared for the type of tension expansion and "growing pains" can cause. Still the company must still to its overall image of quality made natural cheeses as they continue to establish themselves. Image is everything in marketing. As Gemmy Allen (1999) writes, "many people think that marketing is just selling and advertising" (1) when those are just methods of marketing. Marketing a product means understanding the customer just as well as the product or service. It is important the company be a good fit for that customer. Advertising and selling help impact the market by constantly reassuring the customer of the company's positive image.
A small business may run into problems because they have not corrected identified themselves in the market or have not focused in the correct segment of the population that fits their product. For a company like HVCB, they may lack the funds and resources to put an active campaign out there. Traditional methods such as word of mouth, print advertising, radio and television, direct mail marketing are all good ways to get the word out, however, the best way to promote a small business is to utilize the Internet and position the brand on a search engine. A small business may not have the time to focus on marketing as getting the enterprise off the ground challenges them. Still in order to be successful, it is important for the company to have a clear plan in place. It is also important they think toward the future and diversify their product.
Other Possible Tactics
There are endless opportunities for a smaller business to flourish if they put customer value first. It is important they listen to feedback and implement new ideas as they come. Relationship marketing holds the greatest opportunities as it opens the lines of communication not only between customers but also other businesses, which the company may want to do business with in the future. Also these relationships play an important role as the future of business is found...
In other words, there are equal benefits and exposure. By aligning itself properly, HVCB can use an alliance to gain further exposure into new markets without requiring much more overhead or manpower. A web site will aid in this process. By having a web site, the company puts e-commerce to work for them and allows them even more exposure to the global arena.
Conclusion
This paper focused on the techniques that make up market strategy for a company. This paper looked at the Hawaii Visitor's Convention Bureau or HVCB. It discussed how the organization uses marketing tactics and the four P's of product, price, promotion and place. This paper explored how strategy is formulated by HVCB; what tactics are used specifically; what could be done differently; how factors change strategy and how by doing this gives HVCB a competitive advantage.
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