营销策略是营销计划的基础。 Cravens＆W.，D（2000）指出，“营销策略经常推动其目标和其商业计划的”形态“，这种模式大部分都是通用逻辑。业务策略是业务规划环境中的一种策略，意指关于计划如何以及为什么会起作用，以及影响业务活动和实体的所有因素，特别是竞争对手，客户和人口统计，技术还有通信。一个企业的意识形态是要制定一个计划，在利润和市场竞争力方面获得可持续发展（Cravens＆W.，D 2000）。
A marketing strategy is the base of the marketing plan. Cravens & W., D (2000) states that ‘marketing strategy frequently drives its aims and the ‘shape’ of its business plan which is mostly in common logic too. Business strategy is a in the business planning context strategy means and pertains as to how and why the plan would work, with relation of all the factors influencing upon a business activity and entity, particularly to the competitors, the customers and the demographics, the technology and also communications. A firm’s ideology is to create a plan which gains a sustainable development in profit and market competitiveness (Cravens & W., D 2000).
There are many companies which strive to attain a Competitive advantage in a market in order to ensure their sustenance. This is a vital part in the growth of any company since it provides an edge in both quality and price. Competitive advantage is defined as the any kind of the activity which creates a superior value over its rivals. The company needs a gap between the cost of a product and perceived value to attract and gain more market value than its competitors (Morgan, R.M. & Hunt, S., 1999).
The business which has been selected in this assignment is the mobile phone trade business which deals with all types of the cell phones. We need to analyze the marketing strategies of the cell phone being compared with competitors and relating to the market conditions.
The business aim means the goal of a business where it wants to attain. The aim in this business strategy is to make profit maximization, including expansion in the business compared to its competitors, market leadership and a brand building.