Marketing Techniques for Local Business

This course covers various marketing techniques tailored for local businesses, including market research, community involvement, local media advertising, and online marketing strategies. It also discusses the importance of understanding cultural differences in marketing strategies.

Marketing for Business

1Marketing in Business Leaflet
Table of Contents
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2Marketing in Business Leaflet
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3Marketing in Business Leaflet
Marketing techniques for local business differs
from that of business in larger geographic regions.
Majority of the local business is occupied with
small and medium sized organizations and thus
the marketing techniques vary widely. Following
are the various marketing techniques for local
businesses.
Preparation & personas: prior to indulging into
any local marketing campaign for any local
business such as retail business be it grocery retail
or medicine, it is important to understand the
target customers and this is supported by the
people element of the marketing mix concept and
market segmentation, targeting and positioning
step in the marketing process. By understanding
the potential customers, one can develop a profile
that can breakdown the customers into specific
groups based on their age, gender and income
capacity (van den Driest and Weed, 2014).
Involving in community activities: this technique
is directly associated with the promotion element
of the marketing mix. Local business ranging
from food and grocery retail organizations to
clothing retail business in order to popularize
their enterprise’s name locally can sponsor local
activities such as kids or adult sports teams,
college events which promote, advertise their
business and create a foothold in the marketplace.
Advertise through local media channels: Local
business organizations including all forms of
retail business such as grocery, food, medicine,
clothes can advertise their product offering or
discounts through local media channels such as
local newspapers, local television or radio
channels, and bill boards in the locality. This can
help in gaining customer attentions.
Online marketing: local business can also have
online marketing strategies and achieve so by
registering their business in local search engines
such as Google. Using social media platform such
as facebook, local business can gain popularity in
the local community promptly.
Local
Marketing
Techniques
Preperation
and
Personnas
Involving in
community
activities
Advertise
through local
media
Online
marketing
Different marketing techniques for local business

4Marketing in Business Leaflet
Limitations and constraints of Local marketing techniques
Local marketing techniques for local business
have certain limitations and constraints.
The first technique of knowing the customer base
requires extensive market research. Local
business enterprises in most cases have small
capacity for capital investment. The limitation of
lack of funds disrupts market research and thus
customer identification some times is hindered.
Next, strategy of involving into community
activities is also disrupted by the constraint of
small capital investment.
Moreover, the number of competitors for local
business is always large and community program
organizers always try to gain more sponsorships
and thus most positive response through such
advertising activities become limited.
Though advertisement through local media
platforms have no constraint apart from monetary
constraint, it is not assured that appropriate
response can be generated.
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Importance of market research
For a business organization of any status or size,
market research is very important. Retail Park by
indulging into extensive market research using
tools such as competitor analysis, PESTLE
analysis, SWOT analysis of 5Cs gain large
amount of information could provide them
detailed knowledge regarding their internal and
external business environment. Using this
knowledge, organizations develop their
marketing strategies appropriately (Strizhakova
et al., 2017).
Business strategies for improving Offering
Certain business strategies can be suggested for
Retail Park so that they can improve their
offering in terms of products and advertising. By
applying the fundamental concepts of marketing
mix business strategies can be developed.
Product: Retail Park must increase their product
offering. For retail business enterprises, one can
stock different types of product such as food,
packaged meat, grocery items along with other
types of products such as stationary items like
books, drawing and writing utensils. Thus
customers get the ease of getting large variety of
product in a single place (Rogers and Davidson,
2015).
Price: Retail Park while offering their product
must steadily give a fixed rate discount on all
items on the maximum retail price of the
products being offered. It helps to gain the
confidence of the customers.
Place: As place strategy for Retail Park goes,
business enterprises must focus on place of
distribution that is the Retail Park and construct
a place with large inventory and ease of
movement for the customers while they shop.
Promotion: the best promotional strategy for
Retail Park is focusing on improving their public
relations thus indulging into community
activities and advertising through local media is
a good strategy for promoting the business
(Charter, 2017).

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Disadvantages of local business
The major disadvantages of Retail Park are
limited to small capital investment and large
number of local competitors.
Local business enterprises such as Retail Park
are in major cases micro to small size and
sometimes medium sized. For this reason their
capital investment for business establishment
and progress and indulging into wider marketing
activities become limited as well. Most of the
local business for this reason fails to survive
their initial years of establishment.
Lack of capital also results in these
organizations being unable to undertake wider
market research for understanding their
strengths and weaknesses of their competitors
or the choice of their customers (Moore et al.,
2015).
Large numbers of competitors divides a small
local region into multiple market segments.
Thus the market share for each competitor
becomes very limited. Moreover, presence of a
large retailer such as Tesco in the local area
also creates significant disadvantage for the
local retail business such as Retail Park.
Impact of cultural differences on the business marketing strategies
Local business and their business effectiveness are
largely dependent on the limited number of local
customer base. If the local customer base holds
customers belonging from different cultural
backgrounds, their choice for products become
different for which the marketing strategies and
the product division changes for the local
business. For example if a local community has
consumer base such as Chinese, Indian, English;
their food habit, choice of clothes will differ.
. So a multi discipline Retail Park will have to
store a large variety of products and thus their
product strategy will have to be extensive. Based
on the product strategy their advertising strategy
will have to be extensive as well. Local business
thus influenced by cultural differences must
indulge into different marketing strategies.
Moreover, cultural difference also brings
differences in language which can create
communication barrier when indulging into
advertising activities as well. Therefore, while
focusing on communication and public relation
activities reducing this barrier as much as possible
should be focused as well (Armstrong et al.,
2015).
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7Marketing in Business Leaflet