Sukha Media: Navigating the Bohemian Lifestyle Niche

This case study focuses on Sukha Media, a microbusiness which specialises exclusively in the “Bohemian Lifestyle” niche of the advertisement and content creation industry. The company has established itself as a niche player in an industry marked by low barriers to entry and intense competition by employing a premium positioning strategy and addressing the unique needs of its highly specific target audience.

Key challenges include: (1) financial constraints and absence of robust financial management systems, (2) its niche specialisation, which constrains potential customer outreach; (3) a need to emphasise sustainable practices; and (4) inadequate engagement with creators from marginalised backgrounds. Some solutions include: (1) ensuring financial resilience alongside strategic management (e.g., continuous learning, human resource management, innovation); (2) diversifying product offerings and stakeholders to manage risks; and (3) understanding market dynamics and cultivating growth through robust research, product diversification and outreach, for example.