Business Management: The Bogdan Reels CaseIntroductionThe Bogdans case presents a situation of business strategic management crisis, which needs amicable solution in order for the company to achieve competitive advantage in the industry. This paper posits that through the adoption of the right strategies, coupled by controlled management of budget and adequate product promotion, Bogdan Reels can be able to combat all the challenges it is currently facing. The paper is organized in the form of an introduction; body, which critically analyses the case presented, and provides recommendations; and a conclusion which entails lessons learnt as well as summary of main points. Purposefully, the essay is meant to address the various ways small businesses can avoid falling victims of cash crunch; defines guerilla marketing strategy and why Steve and Sandy should consider it; and finally explains in detail what the concept of unique selling proportion implies.How Bodgan Reels can Avoid Cash CrunchFirstly, it is crucial that every company understands the nature of their cash flow ahead of time. Having an adequate liquidity planning for the future, especially the next financial year of a business encompasses the whole concept of cash flow, and acts to cushion businesses against cash crunch (Kotler, 2006). Thus, proper strategies should be employed by Steve and Sandy in forecasting their cash flow, which contemplates the following: projected sales; estimated time when collections on those sales would be made; cost that is incurred while generating such sales and the level of company operation; determination whether the company has enough reserves to support the strategic plan of the management; and putting in place contingency plans for any possible future liquidity problems. On the other hand, it is advisable that Steve and Sandy speeds up their receivables, which in most cases hold much money than a business is able to let go. Conclusively, having a well-organized budget and being able to restrict spending of business money would be the sure ways to cushioning the Bogdans from experiencing a cash crunch.Guerilla Marketing StrategyProduct promotion is crucial for the success of Steve and Sandys business, although they maintain that their economic base is low. However, adopting strategies such as guerilla marketing can help solve the situation. This is a strategy that involves low-cost unconventional tactics of marketing that bring prime results. As opposed to other marketing strategies, it relies heavily on imagination and energy. The tactics employed here are meant to take the consumer by surprise, usually striking at a personal level. This strategy is considered superior to other traditional marketing systems, since it involves creating a lasting an indelible impression on the potential consumer, which will make the business attractive and more alluring. Examples involve using graffiti, flash mobs, and sticker bombing among others. Often, the guerilla strategy, which can be traced back to the guerilla warfare, aims at creating an engaging, unique and thought-provoking stance that generates buzz and ultimately turns viral (Kotler, 2006). It is very interactive, unconventional, low-cost, and usually carried out in unexpected ways. This strategy would be very relevant to Steve and Sandy, owing to the nature of their operational budget, as well as the unique feature of their traditionally-made reels. It would serve to save on costs, while at the same time reaching a great number of potential customers effectively.Unique Selling Proposition (USP)USP, which is a connotation referring to various concepts such as unique selling product, unique selling price, unique selling point, or unique selling proposition, was first developed in the 1940s to try to explain the patterns in advertising campaigns which were surprisingly successful (Goodwin, 2011). According to this concept, such campaigns were paramount in presenting unique propositions to potential consumers, thus convincing them to change brands. It has been so far suggested that differentiation is one of the primary strategic tactics through which businesses engage in competition, thus the concept is closely tied to product differentiation as a way of establishing a competitive advantage.Reeves, the pioneer of the concept, illustrates the comprehension of the term in three basic ways. Firstly, each and every advertisement made by a producer must make a specific and unique proposition to the consumer, pointing to a specific benefit that one would stand to gain upon the purchase of the proposed product. Secondly, the proposition being made must bear its own uniqueness, separate from what other competitors in the market are offering. Lastly, the proposition must be strong, attractive, and alluring to an extent that it can move masses. New customers should be able to start showing interest in the companys products because of the advertisement. For instance, Reeves once created an advert about Anacin: Fast, fast, incredibly fast relief, (Goodwin, 2011). This advert repeated the proposition fast, which was its main point of differentiation. Steve and Sandy should be able to adopt this kind of advertising, since it can go hand-in-hand with guerilla marketing, and is also bale to explicitly bring out their concept of differentiation, thus bringing in new customers to their business.ConclusionFrom the analysis presented herein, it is obvious that for a business to land into the path to success, proper budget management, liquidity planning, and adequate product promotion are crucial strategies that must be adopted. Steve and Sandy should be more tactical in their strategic management, so that the business is able to expand, pay its debts, and maintain a strong completive advantage in the industry.ReferencesGoodwin, Bryan (2011). S. Alexandria, Va.: ASCD. p.11.Kotler, K. P., (2006). . Prentice Hall New Jersey.