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...
[ View Full Essay]