Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.Strategic planning involves an analysis of the company's strategic initial situation prior to the formulation, evaluation and selection of market-oriented competitive position that contributes to the company's goals and marketing objectives.Strategic marketing, as a distinct field of study emerged in the 1970s and 80s, and built on strategic management that preceded it. Marketing strategy highlights the role of marketing as a link between the organization and its customers.
Marketing strategy leverages the combination of resources and capabilities within an organisation to achieve a competitive advantage and thus enhances firm performance (Cacciolatti & Lee, 2016).