Marketing strategy is defined as the thinking which the company will follow to achieve its objectives. Strategy help to proactively design course if action and to keep all members of the organization aligned.
Marketing strategy is based on three main pillars; segmentation, targeting, and positioning.
Segmentations is classifying customers into groups, each group share similar need or want and can be targeted by the same marketing mix.
Targeting is the process of selecting the most attractive segments among all segments.
Positioning is the definition of the product perception in consumer minds relative to competition based on its attributes and benefits.
Once the strategy has been crafted, its implementation is made possible through the marketing mix (product, price, place and promotion) or the 4ps.