Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve sustainable competitive advantage.
- Marketing objectives - describes a company's goals, usually in terms of sales (units or dollars) or market share.
- Financial objectives - describes a company's expected profits or revenue.
- Positioning strategy - discusses how a company's products or services will be introduced to the marketplace and differentiated from the products or services of its competitors.
- Product strategy - provides detailed information about a company's products or services, including potential future offerings.
- Price strategy - explains how a company's products or services will be priced, considering internal and external factors that may affect supply and demand, etc.
- Distribution strategy - describes where and how a company's products or services will be provided to customers.
- Integrated marketing communications strategy - discusses how customers will be informed about a company's products or services.
- Branding strategy - describes how a company's name, logo, slogan, design, etc. will be marketed so that it will be increasingly recognized by members of the company's target market.
- Marketing research - describes the market research activities that will be conducted during the period for which the marketing plan is being written -- for example, consumer research, industry research, forecasting, competitive analysis, etc.
