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Marketing strategy includes all basic, short-term, and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.

Then, a marketing strategy or marketing plan is an explanation of what specific actions will be taken over time to achieve the objectives.

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A brief description of the most common categorizing schemes is presented below: In this scheme, firms are classified based on their market share or dominance of an industry.

Typically there are four types of market dominance strategies: They emphasise these product developments, and in a significant amount of cases, studies have shown that early entrants – or pioneers – into a market have serious market-share advantages above all those who enter later.

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