Before you start with your marketing strategy, you need to be clear about your overall business strategy, values and goals.
Concerned with overall, long term organisation objectives
Provides the long-term framework for the organisation
Overall orientation needed to match the organisation to its environment
Goals and strategies are evaluated from an overall perspective
Relevance of goals and strategies is only evident in the long term
Concerned with day-to-day performance and results
Represents only one stage in the organisation’s development
Functional and professional orientations tend to predominate
Goals are subdivided into specific targets
Relevance of goals and strategies is immediately evident
Marketing strategy helps you identify what you are selling, to who, how and how you are going to communicate with your potential customers. It will be affected by outside influences of competitors and fluctuating market forces.