You can create a marketing strategy that makes the most
of your strengths and matches them to the needs of the customers you want to target. For example, if a particular group of customers is looking for quality first and
foremost, then any marketing activity aimed at them
should draw attention to the high quality service you can provide.

Once you have decided on your marketing strategy, draw up
a marketing plan to set out how you plan to execute and evaluate the success of that strategy. The plan should be constantly reviewed so you can respond quickly to changes
in customer needs and attitudes in your industry.

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