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What is a market strategy and why does your organization need one?

A robust market strategy can make all the difference whether you are a relatively new organization trying to get established or a proven entity looking to stay competitive. This is neither industry specific nor isolated to large, private sector organizations. Businesses with strong market strategies understand their clients and competitors, identify what they do well and what makes them unique. They manage their brand and reputation, and they know where they want to go then prioritize steps for how they plan to get there.

So, if you wonder whether your market strategy is up to standard, here is what you should think about and why.

Invest in Market Research

The foundation of any effective market strategy is research. Organizations must understand their market, including demographics, preferences, pain points and trends to make sound decisions. Market surveys, interviews, round tables and focus groups are all types of research that provide valuable insights, which, combined with competitor research, identify opportunities, threats and gaps in the market that can inform strategy.

Know Your Organization

It sounds obvious, but truly understanding what sets your products or services apart from the competition is vital it as allows businesses to differentiate themselves and stand out in the marketplace. The question is what does your organization do that the market needs and no one else does as well? Consider what problems you’re solving, how you’re doing it differently and why it matters to your target audience.

Know Your Clients

Identifying your ideal client profile is essential for success. Not all customers are the same and one size rarely fits all. Effective market strategies involve targeting specific audiences so you can tailor messages that connect directly with those groups. You know who they are because you did the research and understand what matters to them.

Know Your Competition

Understanding the competition’s strengths and weaknesses is essential for creating an effective business strategy. By knowing what your competitors are doing and how you can differentiate yourself, you can develop a strategy that capitalizes on your strengths while addressing their weaknesses. Businesses should regularly monitor the competition to stay ahead of the curve.

Set Clear Goals

Goals should be Specific, Measurable, Attainable, Relevant and Time-sensitive (SMART). Whether you’re aiming to increase market share, boost revenue, or enhance brand awareness, having well-defined objectives helps your team measure the effectiveness of your market strategy and stay motivated.

Implement Your Plan

A well-crafted strategy is only as good as its execution. Develop an action plan that outlines the specific steps, responsibilities and timelines for implementation. Regularly monitor progress and adjust as necessary.

Make Sure it Works

Measure the effectiveness of your market strategy. Use data and feedback to identify areas for improvement and employ a dynamic and adaptive approach to stay ahead of the curve and remain poised to react when changes are required.


As you can see, an effective market strategy guides the overall approach and direction for a successful organization. Remember that strategy is not a one-time effort but an ongoing process of assessment and improvement that requires refinements along the way. Stay committed to the process and you’ll be well on your way to market success.