Marketing strategy is the plan a business uses to promote and sell its products or services to target customers. It involves researching, targeting, and positioning the company and its offerings in a way that resonates with the target audience. A marketing strategy should be aligned with the overall business strategy and support the company's mission, goals, and target audience.

The development of a marketing strategy involves several key steps, including market research, segmentation, targeting, and positioning. Market research is used to understand the target audience and the market environment, including customer needs and behaviors, market trends, and competitors. Segmentation involves dividing the market into groups of customers with similar needs and characteristics. Targeting involves choosing which segments to target and how to reach them, and positioning involves differentiating the company and its offerings in a way that appeals to the target audience.