Industry WIKI

Marketing strategy refers to the set of coordinated actions undertaken by an organization to increase sales, strengthen market presence, and achieve sustainable competitive advantage. It provides a structured and deliberate approach to promoting products or services by aligning organizational resources, market insights, and long-term objectives through systematic planning and analysis.

In marketing, segmenting, targeting and positioning (STP) is a framework that implements market segmentation. Market segmentation is a process, in which groups of buyers within a market are divided and profiled according to a range of variables, which determine the market characteristics and tendencies. The S-T-P framework implements market segmentation in three steps:

In business, a unicorn is a startup company valued at over US$1 billion which is privately owned and therefore its company shares are not publicly listed. The term was coined in 2013 by venture capitalist Aileen Lee, choosing the mythical animal to represent the statistical rarity of such successful ventures.