Strategic marketing Strategic Marketing is a procedure of arranging, creating and executing moves to get an aggressive edge in your area of business specialty. This procedure is important to depict and improve an immediate guide of the organization's targets and how to accomplish them. An organization needing to secure a specific offer of the business sector, ought to guarantee they obviously recognize their central goal, study the business circumstance, characterize particular destinations and create, execute and assess an arrangement to ensure they can give their clients the items they require, when they require them. Obviously, the central goal of any organization will be consumer loyalty so they may command the business sector and get to be pioneers in their industry and in this manner giving significant business fulfillment. Keeping in mind the end goal to do that, three periods of promoting system must be consummated to make get a kick out of their clients and beat out the opposition. Three phases of Marketing Strategy 1. Planning Phase This is the most vital as it investigates inner qualities and shortcomings, outer rivalry, changes in innovation, industry society moves and gives a general depiction of the condition of the firm. This stage has four key segments that will give perfect outline of where your organization is and what it is doing. SWOT Analysis – Defines the qualities, shortcomings, open doors and dangers of your business and uncover your organization's position in line with the requirements of the business sector. To augment qualities and minimize shortcomings of an organization or a firm must undertake the following activities: Analysis of competitors Organization’s contemporary and future clients Evaluate organization Distinguishing patterns in the organization's business When this investigation is finished the outcomes are to be utilized as a premise for building up the organization's marketing plan, which must be quantifiable and achievable. Marketing program – Once the requirements of the clients have been resolved, and the choices have been made about which items will fulfill those necessities, a marketing program with an advertising system or blend must be produced. This promoting system is the how part of the arranging stage, which concentrates on the 4Ps and the monetary requirements for every component of the blend. Set product goals and marketing goals Once the client needs are comprehended, objectives can be set to meet them, and so magnifying the chance of accomplishment with quality products Identification of the differences: Similar to USP; unique selling point of an organization, every item must have a specific arrangement of attributes or qualities that makes it better than the focused substitute. For instance, your item could be longer enduring, more available, more dependable or exceptionally easy to understand so the purchasers will pick it over the competitors every time. Positioning of the product: Positioning is essential so that in individuals' mind the product item is the "go to" for their issue. Through enthusiastic and mental advertising clients will relate your brand with their solution and dispose of alternatives. For instance, numerous moms use "Spoils," when alluding to diapers, as this brand has been situated as the go to in infant diapering needs. Select target markets: Taking into account the examination and their shared traits, this way needs and objectives are both met. Market-Product center and Goal Setting – Once the inquiries of where the organization stands and what it needs to accomplish are replied, the succeeding steps in the planning procedure is figuring out where the assets will be distributed, and how to transform plans into centered activity. To do this, prospective customers are required to be segmented into portions to figure out what particular marketing technique will achieve each targeted segment and what every segment needs. Next quantifiable objectives must be set to get the required items to the targeted groups, in this way satisfying the requirements of the marketing objectives. For instance, if clients are separated into gatherings of basic needs it's less demanding to market them and give what they have demonstrated as their requirement at the same time. Furthermore, also, if clients are gathered by their regular reaction to marketing, then the collaboration will know the right choices to make to achieve that particular business sector fragment. Price: concentrates on the value of the product to be fixed i.e. price, sometimes it is adjusted to meet the specific requirements of the previously discovered aspects of the overall marketing strategy. Place (Distribution) Strategy: the last "P" in the four P’s should focus on the distribution channels, outlets, along with the transportation so that the product is made available to the client as per their suitability. Promotion Strategy: this component of the project concentrates on direct advertising , marketing, sales promotion and the important aspects of public relations. Product Strategy: this component concentrates on the elements, bundling, marking and guarantee of the product. 2. Implementation phase This stage is the activity part of the procedure. In case the firm can't do the arrangement that was resolved in the early stages, then the time is spent meaninglessly. Be that as it may, if the arranging was enough and skillfully organized, then the project can be put into impact through a business figure and a financial plan, utilizing the accompanying four parts. Managing Resources – aggregates of money to create and involve in marketing of new items. Planning marketing association – The planning is to create a sufficient Creating arranging plans – time should be allotted to particular errands so they can be expert. Executing the advertising arrangement – adequately executing the promoting arrangement will take scrupulousness, and spotlight on the procedure and strategies characterized in your showcasing arrangement. 3. Assessment or Control Phase The assessment stage is the checking stage. This procedure includes guaranteeing that the consequences of the project are in accordance with the objectives set. The promoting group, particularly the administrator should watch any deviations in the arrangement and rapidly amend negative deviations to get back on course; for instance variances of the dollar makes a lesser requirement for the item than previously, then the generation of said item ought to be repurposed for another more coveted thing. Furthermore, they are required to abuse the positive divergences too, for instance if deals are superior to anything anticipated for specific items then there could be more assets allotted to more noteworthy generation or dissemination of the same thing. A couple approaches to assess the viability of your promoting methodology incorporate paying consideration on: System versus strategy – methodology characterizes objectives and strategy characterizes activities to accomplish objectives. Quantifiable versus ambiguous – have turning points that characterize when you've accomplished your objectives. Noteworthy versus Contingent – According to Inc.com: "A key objective ought to be achievable through the strategies that bolster it, instead of ward upon wild outside powers." Advertising technique ought to be sponsored by a strategy for success with strategic moves to fulfill objectives, or it is pointless. Marketing Strategy and Corporate Strategy Strategy of a business organization is often wrongly defined by managers and they define their goals and objectives as a strategy. For example it is very common for managers to say that their organizations strategy is to provide unique value to customers, bring small units of firms under acquisition and provide competitive pricing. All of these are not strategy but they are rather goals, objectives or vision (Phillips, 2014). Strategy is lay out of a plan which would be taken throughout the process to accomplish those goals and objectives. To clearly define strategy it has been compared to wars in the past and a general of an army has been compared to an executive of a company. An executive of a business has to lay out a plan involving tasks and activities to accomplish stated goals and objectives in an exactly similar way as the generals from the past history laid out a plan to win a war which was mostly about how to organize troops to attack and win a war. Strategy in a business dimension is consideration of four important factors. Where should an organization compete or conduct business, what unique value should the organization bring so that consumers chooses its product or services, what resources should the organization utilize and how not to let the value become universal. A clear strategy answers these four questions. Corporate strategy When the two founding friends of Chopped thought of an idea of restaurant in 2012, they knew that they had to be uncommon to compete with other restaurants doing incredible business. They came up with a strategy of “fast food with nutrition concept” to provide consumers with a unique concept of healthy and spicy eating. They chose Dublin to be their area of operation and their resources was the full knowledge of food nutritionist as one of them was full time nutritionist. They marketed their product creating awareness of obesity, high blood pressure, and other life threatening diseases all of which are results of excess fast food consumptions and they knew very well that despite all these side effects people were finding it hard to give up their cravings of tasty fast foods. They utilized their knowledge to full extent to successfully market their product and the result was ‘Chopped’ running successfully now across Ireland. They already have created an impact in the mind of consumers which others are having tough time to match preserving their unique values of marketing and concepts and taking them forward with their knowledge about nutrition. Marketing Strategy Marketing Strategy allude to arrangements that include making or offering an item. They spin around the advertising blend, otherwise called the "Four P's" of item, value, spot and advancement. Showcasing methodologies include: making an item with a one of a kind offering advantage, focusing on a specific buyer demographic, setting costs in light of benefit and brand-administration needs, offering in spots and utilizing channels that augment benefits without harming the brand and utilizing publicizing, advancements, online networking and advertising exercises that backing the organization's image message. Product positioning Product positioning is communicating the attributes of products to its target customer. It involves various channels of communication such as billboards, advertising, printing of brochures and leaflets, etc. The punch line of product positioning plays a significant role in making an impact on consumers' mind. Product positioning may be different for different groups of users. Let us know look at how freshly marinated grilled chicken can be positioned for office goers. The flex reading the following message can have some impact on the mind of office goers. Feel fresh before you reach home with freshly marinated grilled chicken. Relationship marketing Relationship marketing is an aspect of client relationship administration (CRM) that spotlights on client reliability and long haul client engagement instead of shorter-term objectives like client securing and individual deals. The objective of relationship showcasing (or client relationship advertising) is to make solid, even passionate, client associations with a brand that can prompt progressing business, free verbal advancement and data from clients that can create leads. Relationship marketing remains as opposed to the more conventional value-based advertising approach, which concentrates on expanding the quantity of individual deals. In the value-based model, the arrival on client securing expense might be lacking. A client might be persuaded to choose that brand one time, yet without a solid relationship promoting procedure, the client may not return to that brand later on. While associations consolidate components of both relationship and value-based advertising, client relationship promoting is beginning to assume a more imperative part for some organizations. Environmental factors The macro environmental factors include factors which are out of organizations' control. They are economical, legal, demographic, political, and social along with technological changes. They influence marketing decisions in a significant way. Organizations have to consider all these before finalizing their marketing plan to implement. Social factors relevant to food industry may include prohibitions of some food items such as beef and pork. Demographic and economic factor also plays a great role in marketing related decisions. A firm has to consider these two before implementation of any marketing plans. Factors such as disposable income of the people must be considered before launching a product (Snieska, 2015). Legal factors include conforming to Food Authority standards of the state. All these influences in significant ways infirm are marketing decisions. Micro-environmental factors include those factors which are within the firm's ability to control, and the company considers all of them before arriving at a marketing related decisions. They are suppliers, customers, and competitors. Other micro-environmental factors such as intermediaries and resellers are not applicable here. Food industry such as Chopped has to give due importance to suppliers, customers, and competitors. The provider's assurance and cost effective raw materials provide advantage to the food industry. The customers' response decides the fate of the business. The competitor always should be considered for any marketing decisions. Competitors' pricing strategy, a variety of products influences the prospect of business significantly.   Conclusion The Concept of marketing is broad and getting larger day by day. The Marketing Strategy developed to target consumers’ needs monitoring more frequently than ever. This is because the factor keeps changing every single day and the marketers have to keep themselves updated to bring about the required changes quickly. Marketing Mix designed for a product is also subjected to change as people's exposures to a variety of goods and services necessitate the change. The importance of macro environmental factors has also become important as the aspects of social, political, demographical, along with legal have the potential to affect businesses adversely. Although it is not within company's authority to influence the smooth functioning of these aspects, firms can still do their part in maintaining an atmosphere of business conduciveness. Service Sector industries are on the rise and growing more rapidly than production sector industries. The influences of political and social factors are international marketing adversely as seen in the case of Russia-US dispute and Arab Uprisings. These factors have to be studied more and more global companies should come up front to bring about atmosphere forbusiness. The Food and beverage industries are fast changing than ever with technologies. Marketing managers presently need to keep themselves updated in every other significant aspect of business to lay effectively out a strategy.   1. Anon., 2006. Journal of Business & Industrial Marketing. The relationship marketing process: communication, interaction, dialogue, value, pp.99-113. 2. C.Jain, S., 1989. Standardization of International Marketing Strategy. Journal of Marketing, pp.70-79. 3. Chen Zhu, R.H., 2014. [Online] UCONN (27) Available at: http://www.cag.uconn.edu/are/zwickcenter/documents/workingpapers/wp27.pdf [Accessed 29 November 2015]. 4. Chopped, 2015. CHOPPED. [Online] (12) Available at: www.chopped.ie/ [Accessed 29 November 2015]. 5. Gronroos, C., 2006. Emerald Insight. [Online] Available at: http://www.emeraldinsight.com/doi/abs/10.1108/08858620410523981 [Accessed 14 March 2016]. 6. Gronroos, C., 2006. Journal of Business and Industrial Marketing. The relationship marketing process, pp.99-113. 7. Keelson, S.A., 2012. Online Research Journals. [Online] Available at: http://onlineresearchjournals.org/JSS/pdf/2012/apr/Keelson.pdf [Accessed 14 March 2016]. 8. Malighetti, P., 2009. Research Gate. [Online] Available at: https://www.researchgate.net/publication/222428557_Pricing_Strategies_of_Low-cost_Airlines_The_Ryanair_Case_Study [Accessed 15 March 2016]. 9. Snieska, V., 2015. Research into international competitiveness in 2000–2008. Engineering Economics, pp.23-45. 10. Wedel, M., 2000. Market Segmentation: Conceptual and Methodological Foundations. Iowa: Springer Science Business Media.