The way of focusing energy and resources on the course of action that may lead to increased sales and market dominance. It combines promotion, distribution, relationship management and other elements, determines marketing objectives and explains how they will be achieved, ideally within the defined period. It determines the selection of target market segments, direct marketing tools and allocation of resources.
In developing the strategy we focus on the following questions:

1. How do we want to be perceived by the target group?

2. What position have we gained in the minds of potential customers?

3. What position in the minds of the customers has been gained by competitors?

4. What position would we like to gain in the minds of the customers?

5. What do we promise to the customer?

6. What evidence do we have to support the message?