ABSTRACT
Marketing strategy involves more than just knowing the components of product, price, distribution, and promotion; it also involves understanding a process of planning the use of resources. Marketing is a strategic process that starts with the mission, vision, and values of the organization. Unfortunately, rather than take the time to conduct research on external demographic, socio-cultural, economic, and technological factors, it is easier to simply make assumptions. The purpose of the SWOT analysis is to understand the company's internal strengths and then match the strength with an external opportunity. Another unique role of marketing is to ensure that the organization is a contributing member of the community in which it exists. The combination of product, price, distribution, and promotion targeted at a specific segment of consumers is referred to as the marketing mix. Demographic characteristics, such as age, gender, income, education level, and ethnicity, are taken into consideration when segmenting consumers as they affect what type of product is preferred.
