Strategic marketing is known as the strategic act of a person/company to have a sustainable competitive advantage. In strategic marketing, we position ourselves to always benchmark with competing companies by still acknowledging the resources of our company and also the consumers need. With this type of management, a company takes a further step and pushed to analyze significant differences with other companies.

Strategic marketing will be an advantage because we observe carefully what’s happening internally and externally and with those strategies we expect to have a long term orientation to compete with others.

Company resources will be allocated for having a competitive advantage. This means we have to be alert on events that harm the sustainability of the company and on events that could increase the effectiveness of marketing.

Marketing could be seen in different faces. In the past, marketing was seen in only a consumer and market relationship. In the past, marketing was not innovative and reluctant to face competition in long terms. The conventional marketing methods were too operational so it could not help top management to design strategies for their strategic business unit. With strategic marketing, the concepts drastically change and strategic marketing creates an environment to design long-term strategies of course by determining the competitive advantage.

Strategic marketing is a process of analysis that results in 2 conditions:

1. Decision in investments of market product. This decision also describes how resources are allocated.
2. Decision of strategic management to invest.

Here are the highlights of strategic marketing.

1. In planning a unit we have to care for the product line and the strategic business unit.
2. In a market scope we have to decide strategic choice.
3. In determining goals we have to do value creation, estimate profit and cash flow of strategic business unit.
4. Time horizon of a business unit is set on a relatively long term.
5. Competitive approach is set to best competition via total capabilities.
6. The role of marketing is a part of integrated business plan.

Strategic marketing focus on:

1. Marketing concepts
2. Market segmentation and positioning
3. Segmentation/positioning definition
4. Market business definition
5. Product life cycle.

In a competitive market, the effectiveness of strategic marketing depends on the type of competitors. The chance is that your competitor will react also in a change of strategic marketing. To survive in this kind of competition we have to identify the market potential and resources need to create advantage chances.