What do we mean by Market Strategy?

A market strategy is an extension of an organisation's business strategy. Whereas the function of a business strategy is to define, from the perspective of a number of stakeholder groups, the goals of the organisation and then broadly outline the route which will be taken to achieve those goals, a market strategy:

• describes in greater detail those markets which ought to be targeted in order to increase the likelihood of achieving the organisation’s strategic goals, and
• looks at the skills, tools and capabilities available within and outside of the organisation which can be called upon at a given point in the future to support the achievement of the stated business goals.

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