Marketing Strategy includes emphasizes the key elements of your business’:

• Product
• Place
• Price
• Promotion

A good business plan includes an honest evaluation of a business’ strengths and weaknesses. Also, do the same evaluation of your competition. Think about if your business holds a competitive edge in the four “P” categories above. This will help you determine where your business may have a competitive advantage. Once you determine these, capitalize on your strengths, making it your positioning statement.

For example, a pizza delivery business may market them as having the best ingredients, and another may market them has having the fastest delivery service. Each will promote a different feature in hopes that people will choose them instead of one of their competitors.