Marketing strategy is the formation of goals and objectives that the company sets for itself, determination of ways and means of their achievement. This is a tool that allows you to be several steps ahead of your competitors. The marketing strategy is a component of the company’s overall strategy, so their goals should be interconnected. The marketing strategy is based on the main components of the “4P” marketing complex: product, price, place and promotion. In this case we deal with product strategy, price strategy, sales strategy and communication strategy. When developing a marketing plan, you need to choose a strategy for each of these areas.