Since the business environment and the needs of customers are dynamic, the marketing strategy requires being fine-tuned, in accordance with the changes that have taken place since the previous review of strategy. Along with aiding the identification of new markets, the marketing strategy should help to compare the company's performance against its competitors, in addition to keeping track of the needs of existing and prospective clients or customers.



For a marketing strategy to be successful, it has to have certain key elements. In order to understand their needs, it is, first of all, important to identify the segments or groups from amongst all clients or customers that the company has, so that the marketing effort can then be targeted separately at each of these segments, as appropriate, in order to achieve the best possible results.

While drawing up a strategy for marketing, it is essential to carefully consider developments in the economic environment, as well as in terms of the needs that the target audience is looking to satisfy through the company's services or products. A strategy can then be drawn up, after taking all the changes into account and building on the strengths of the company, so that the best possible attempt can be made at satisfying the needs.

For ensuring that the marketing strategy is realistic, it is essential to consistently monitor the effect it has been having upon the ground-reality and, hence, evaluate the level of effectiveness, by looking at the consequences of its implementation. This can, obviously, aid in the evolution of the marketing strategy for the future. So, constant updating and reviewing is required throughout the process of implementation of the marketing strategy, as is the case with the services or products of a company.

Before a business begins to formulate its marketing strategy, however, it has to carefully evaluate its own weaknesses and strengths, so that the effects these could have, potentially, can be understood and accounted for, so that opportunities can be availed of and threats can be watched out against.

This can also help to manage the weaknesses in such a way that profitability does not suffer a negative impact and to make an attempt at minimizing the weaknesses in the longer term. A detailed plan can then be drafted for implementing the strategy.

Some important considerations, during the strategy's development are:

1. The latest developments in the environment and whether these are threats or opportunities

2. The business's own weaknesses and strengths

3. The objectives for the marketing strategy, which should be as realistic as possible

4. The needs of the clients or customers

5. The segmentation of clients or customers, with respect to potential for profitability

6. The most effective means for targeting the audience with maximum potential for the business

7. The communication channels; those are likely to be most effective

8. Customer relationship management and ways and means for improving it

9. Modifications that may be required in services or products, in order to maximize gains

10. The most appropriate levels of pricing

11. Modes of sale and distribution

12. Modes of promotion and advertising

13. Determining the need for and, if required, conducting trials on a small-scale, to gauge the results that a marketing strategy is likely to have and whether these are in agreement with those that it is desired to have

Also, since it is far more in the interests of the business to retain existing customers than attracting new ones, ways and means of ensuring growth on account of the customer base that the company already has, should be looked at carefully, before aiming at the development of new markets.

Besides analyzing customers? needs, a company's marketing strategy, therefore, should:

1. Concentrate on the niche in which the business enterprise is likely to perform well

2. Lay greater emphasis on serving consumers from whom the greater part of profit is earned, while not ignoring the others

3. Specifically spell out programs, resources to be employed, dates for targets to be achieved, besides the actions to be performed

4. Define the criteria for monitoring and evaluation of the strategy and the mechanisms for course correction, as appropriate