Marketing strategy

Marketing strategy is the goal of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of the market oriented strategies and therefore contribute to the goals of the company and its marketing objectives.

Types of strategies:

Marketing strategies may differ depending on the unique situation ,of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below:

Strategies based on market dominance-In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies:

·       Leader

·       Challenger

·       Follower

·       Nicher

According to Shaw, Eric(2012). Marketing Strategy:Form the origin of the concept to the development of a conceptual framework.journal of historical research in marketing,there is a framework for marketing strategies.