The strategic marketing planning enables modern businesses to continuously evaluate their performance in the  past, to analyse their strengths and weaknesses related to each product in the competitive environment, to evaluate the overall environment and competition, to anticipate market trends and finally to select the appropriate strategy to follow.

An effective development of marketing strategy should be based on market segmentation, identification of target markets, and selection of the desired products and company positioning that should be also perceived by consumers. Based on the above, the company sets its strategic, tactical and operational objectives at the marketing level and decides about the appropriate marketing mix (marketing mix) for each target market.