Abstract

A majority of convenience stores, small retail stores that provide quick and convenient consumer products and services, are owned by small business owners. This industry has reached maturity; therefore, it has very intense competition. In order to be successful and meet marketing and overarching corporate goals, these small business-owned convenience stores must differentiate themselves from the competition to win market share.

Traditional marketing approaches are typically used by large businesses that are simply copied by small businesses are not effective use of resources for meeting small business goals. Traditional marketing is more focused on “making the sale” and mass marketing strategies. However, implementing a guerilla marketing strategy is a way small businesses can make more effective use of their limited company resources and differentiate themselves among the intense competition. Guerilla marketing is a more effective strategy to target their relevant market segments and build business-to-customer relationships that foster customer loyalty and increased lifetime customer value. There are many different tools that small businesses can use to implement a guerilla marketing strategy. Some of these tools include social media, word-of-mouth, ambient advertisement, convenience, atmospherics, category management, events-based marketing, as well as many others. A guide is provided within for small businesses to use to combine these tools into an effective guerilla marketing campaign.

Semester/Year of Award

Spring 5-8-2017

Mentor

Marcel Robles

Department/Professional Affiliation

Management, Marketing, and International Business

Access Options

Restricted Access Thesis

Degree Name

Honors Scholars

Department

Management, Marketing, and International Business

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