The Marketing Department makes strategies to achieve a sustainable competitive advantage and fundamental goals of increasing sales.

It is the responsibility of marketing department that in an increasingly crowded marketplace there is pressure to ensure that sales force effectiveness is maximized and the correct sale and marketing strategy implemented.

Basically marketing strategy involve 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.

The process usually begins with a scan of the business environment, both internal and external, which includes understanding strategic constraints.

It is generally necessary to try to grasp many aspects of the external environment, including technological, economic, cultural, political and legal aspects.

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