including positioning, pricing, distribution, and global strategies. Successfulmarketing
strategy needs SCA in its planning and implementation.
In terms of the overriding principle that drives a firm's marketing
strategy, it is clear that marketing strategy concentrates on the vision a
company has created for its future. This vision should reflect where the
firm expects to position itself in five to ten years—in effect, how the
market perceives the firm. If a firmdesires to be the leader in itsmarket,
then its marketing strategy for the brand would reflect this objective.
Carrying an overriding principle on resource limitations and market
analysis, the firm might establish a marketing strategy that will serve a
market segment and cater to brand-conscious customers. Its market
strategy must fit with its vision, which, in turn, will probably vary as its
focus becomes narrower and goes from holding company to division to
brand. The development of a marketing strategy requires fundamental
assessment of both the firmand the market. The chosen strategy should
be the one which is best at leveraging the firm's assets in pursuit of the
target market.