Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales

and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. t is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. !orporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement."#$ %asic theory& 'arget Audience (roposition)*ey +lement mplementation ,'actics and actions "edit$ A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains a set of specific actions re-uired to successfully implement a marketing strategy. .or example& /0se a low cost product to attract consumers. 1nce our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher2 margin products and services that enhance the consumer's interaction with the low2cost product or service./ A strategy consists of a well thought out series of tactics to make a marketing plan more effective. Marketing strategies serve as the fundamental underpinning by marketing plans designed to fill market needs and reach marketing ob3ectives."4$ (lans and ob3ectives are generally tested for measurable results. A marketing strategy often integrates an organization's marketing goals, policies, and action se-uences 5tactics6 into a cohesive whole. 7imilarly, the various strands of the strategy , which might include advertising, channel marketing, internet marketing, promotion and public relations can be orchestrated. Many companies cascade a strategy throughout an organization, by creating strategy tactics that then become strategy goals for the next level or group. +ach group is expected to take that strategy goal and develop a set of tactics to achieve that goal. 'his is why it is important to make each strategy goal measurable.

Marketing strategies are dynamic and interactive. 'hey are partially planned and partially unplanned. 7ee strategy dynamics. ,'ypes of strategies "edit$ 'his article needs additional citations for verification. (lease help improve this article by adding reliable references. 0nsourced material may be challenged and removed. 58une 9::;6 , Marketing strategies may differ depending on the uni-ue situation of the individual business. <owever there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below& 7trategies based on market dominance 2 n this scheme, firms are classified based on their market share or dominance of an industry. 'ypically there are four types of market dominance strategies& =eader !hallenger .ollower >icher (orter generic strategies 2 strategy on the dimensions of strategic scope and strategic strength. 7trategic scope refers to the market penetration while strategic strength refers to the firm?s sustainable competitive advantage. 'he generic strategy framework 5porter @A;#6 comprises two alternatives each with two alternative scopes. 'hese are Bifferentiation and low2cost leadership each with a dimension of .ocus2broad or narrow. (roduct differentiation 5broad6 !ost leadership 5broad6 Market segmentation 5narrow6 nnovation strategies 2 'his deals with the firm's rate of the new product development and business model innovation. t asks whether the company is on the cutting edge of technology and business innovation. 'here are three types& (ioneers

!lose followers =ate followers Crowth strategies 2 n this scheme we ask the -uestion, D<ow should the firm growEF. 'here are a number of different ways of answering that -uestion, but the most common gives four answers& <orizontal integration Gertical integration Biversification ntensification A more detailed scheme uses the categories"H$& (rospector Analyzer Befender Ieactor Marketing warfare strategies 2 'his scheme draws parallels between marketing strategies and military strategies. ,7trategic models "edit$ 'his article needs additional citations for verification. (lease help improve this article by adding reliable references. 0nsourced material may be challenged and removed. 58une 9::;6 , Marketing participants often employ strategic models and tools to analyze marketing decisions. Jhen beginning a strategic analysis, the K!s can be employed to get a broad understanding of the strategic environment. An Ansoff Matrix is also often used to convey an organization's strategic positioning of their marketing mix. 'he #(s can then be utilized to form a marketing plan to pursue a defined strategy.

'here are many companies especially those in the !onsumer (ackage Coods 5!(C6 market that adopt the theory of running their business centered around !onsumer, 7hopper L Ietailer needs. 'heir Marketing departments spend -uality time looking for /Crowth 1pportunities/ in their categories by identifying relevant insights 5both mindsets and behaviors6 on their target !onsumers, 7hoppers and retail partners. 'hese Crowth 1pportunities emerge from changes in market trends, segment dynamics changing and also internal brand or operational business challenges.'he Marketing team can then prioritize these Crowth 1pportunities and begin to develop strategies to exploit the opportunities that could include new or adapted products, services as well as changes to the M(s. ,Ieal2life marketing "edit$ Ieal2life marketing primarily revolves around the application of a great deal of common2sense; dealing with a limited number of factors, in an environment of imperfect information and limited resources complicated by uncertainty and tight timescales. 0se of classical marketing techni-ues, in these circumstances, is inevitably partial and uneven. 'hus, for example, many new products will emerge from irrational processes and the rational development process may be used 5if at all6 to screen out the worst non2runners. 'he design of the advertising, and the packaging, will be the output of the creative minds employed; which management will then screen, often by 'gut2reaction', to ensure that it is reasonable. .or most of their time, marketing managers use intuition and experience to analyze and handle the complex, and uni-ue, situations being faced; without easy reference to theory. 'his will often be 'flying by the seat of the pants', or 'gut2reaction'; where the overall strategy, coupled with the knowledge of the customer which has been absorbed almost by a process of osmosis, will determine the -uality of the marketing employed. 'his, almost instinctive management, is what is sometimes called 'coarse marketing'; to distinguish it from the refined, aesthetically pleasing, form favored by the theorists. ,7ee also "edit$ %usiness model !ustomer engagement Market segmentation (ricing strategies ,Ieferences

"edit$ N 0* govt businesslink marketing strategy guide. N Marketbut strategy Australian administration small business guide. N %aker, Michael 'he 7trategic Marketing (lan Audit 9::;. 7%> @A:9#KKAA;. p.K N %aker, Michael 'he 7trategic Marketing (lan Audit 9::;. 7%> @A:9#KKAA;. p. 9M N Marketing basics Marketing strategy based on market needs, targets and goals. N Miles, Iaymond 59::K6. 1rganizational 7trategy, 7tructure, and (rocess. 7tanford& 7tanford 0niversity (ress. 7%> :;:#M#;#:K. ,