According to the Greenberg website, the company has been owned and run by the Greenbergs for three generations, and it is more like a family tradition rather than a business. Sam’s mother, whose husband converted Turkey smoking to a business venture, treats the Turkey Smoking place as her late husband’s shrine. The business has been able to grow its client base over the years at a rate of 5-7% annually (Underwood, 2003). The customer base growth can be attributed to the fact that the Greenbergs have been able to maintain old clients, and the same time, acquire new loyal clients who always return for the delicately prepared delicious smoked turkey.
The Greenbergs have perfected the art of making a perfect first impression to their customers. Someone would be mistaken to think that the smoked turkey is burnt, but its taste is quite different from its appearance. In addition to the delicious turkey, the Greenbergs choose to trust their customers, by letting them pay for the turkey after it has been delivered at their doorsteps. In the article “This turkey had legs”, Sam Greenberg is quoted on an instance when a first-time customer thought that the turkey was all burnt up. He assured her of a refund if she tasted the turkey and found it awful. Instead of making a call to demand a refund, to made a call to ask for another turkey (Underwood, 2003).
Payment on delivery shows the customers that the Greenbergs business trusts them, and creates a unique bond between the business and clients. The Greenbergs Smoked Turkey Inc. proprietors believe that requiring customers to prepay for their orders is similar to telling them that they are not good, and the Greenbergs do not trust them (Underwood, 2003). The smoked turkeys have always been delivered in plain white boxes; therefore, the current proprietors of the business do not wish to change that, since the white plain boxes work for the good of the business.
Sam Greenfield argues that the success of the business can be attributed to the things he has not done, rather than the things he has done. He says: "This business has enjoyed more success due to things I haven't done rather than because of things I have done" (Underwood, 2003). The Greenbergs have decided to use the method of smoking the turkeys similar to how Sam’s grandfather did, using pure hickory at a specific low temperature.
Maintaining the same mode of smoking turkey ensures that the business retains old patrons, who are highly likely to bring new customers. In turn, newcomers come back for more and later become loyal clients. The loyal clients at times decide to gift their families and friends with Greenbergs smoked turkey. The cycle of old clients coming back with new customers largely contributes to the business client growth. From the article, it is evident that Sam and his mother largely interact with their customers, something that is brought out well when Sam talks about the person who called him to complain (Underwood, 2003). In addition, Sam’s mother talks of sticking to what they know best, and that could as well include smoking turkeys only, without introducing new products.
The business has successfully embraced the avoidance tactic in business strategies. In this strategy, a business venture in a seemingly unappealing business venture with less competition (Harrison & John, 2009). Very few people, if any, would be willing to venture into a business that will only run for around three months every year, and smoke turkeys for four days, before they are ready for consumption.
Since the Greenbergs argue that doing things the same way over the years has enabled them to grow, there are some things, if done, may reduce the customer base growth for the business. For example, changing the way they smoke the turkeys can easily change the taste of the smoked turkey, therefore, sending away patrons who loved the Greenbergs smoked turkey for their rich taste. In addition, it is advisable for the business to keep the same name “Greenberg’s smoked turkey” since it is an already established and trusted brand. Changing the name may affect sales and overall customer base, since some clients may believe that the smoked turkeys sold under a possible new brand name are different from the Greenbergs smoked turkeys (Kapferer, 2012).
Despite the fact that keeping some things the same way benefits the business, necessity has raised the need for the Greenberg Smoked Turkey Inc. to make some necessary changes in order to serve their customers better. Since the article “This turkey really has legs” was published, several adjustments have been done on the company’s website. Initially, the business did not accept cards as a mode of payment. However, with more people embracing technology and other modes of payments other than cash, the business had no option but to start taking cards for the convenience of their customers. On their website, Greenbergs Smoked Turkey Inc. indicates that they gladly accept Visa, Master Card, and American Express cards.
In addition to taking cards, the business has also provided recipes for a variety of smoked turkey accompaniments. This could have been prompted by requests or questions from the clients. For example, the business has provided recipes for Andouille Sausage Gumbo. In addition to the smoked turkey accompaniments, the Greenbergs Smoked Turkey Inc. has also made various recipes for the smoked turkey, such as the Curried Smoked Turkey Salad (Greenberg Smoked Turkey Inc., n.d).
In addition to the recipes available on the business website, lovers of Greenberg’s Smoked Turkey can find information on the sizes of turkeys available, prices for the different turkeys, shipping costs, and the numbers of people a particular turkey can serve. To crown it all, customers can place their orders online (Greenberg Smoked Turkey Inc., n.d). The changes were necessary too if the Greenberg’s Smoked Turkey Inc. intended to serve the ever-increasing number efficiently.
The changes made in the Greenberg’s business and their website are likely to have been influenced by publishing of the article ‘This Turkey Has Legs’. The article in a way acted as a marketing tool for the company’s smoked turkey. It is possible that different people who came across the article wanted to try out the Greenberg’s smoked turkey, making it necessary for the company to make adjustments in their customer relations techniques. For instance, some of their clients found paying for the turkeys by use of cards more convenient than using cash, therefore presenting the need for the business to start accepting cards. In addition, ordering via the telephone could have been so overwhelming for the service provider, therefore, making it necessary for the business to introduce an online ordering option (Greenberg Smoked Turkey Inc., n.d).
In conclusion, what started as occasional roasting of turkeys by the Greenbergs has over the decades grown to a successful business venture. The Greenbergs have tried not to make any changes in the business. However, necessity has forced them to make adjustments in several areas in their business such as shipping and making an order for the smoked turkeys. Despite making some changes, the Greenbergs still use the same spices and method to smoke the turkeys. They have also never introduced new products and decided to make smoking turkeys their specialty. For the sole reason of sticking to what they know best, the business has been experiencing steady growth each year, and three generations of the Greenbergs have made smoking turkeys their family tradition.
References
Greenberg Smoked Turkey Inc. (n.d.). Retrieved July 18, 2016, from www.gobblegobble.com.
Harrison, J. S., & John, C. H. (2009). Foundations in Strategic Management. Mason, OH: South-Western Cengage Learning.
Kapferer, J.-N. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking. London: Kogan Page Publishers.
Underwood, R. (2003, December). This turkey really has legs. Fast Company Issue 77, p102, p. 102.
