Abstract
The focus of this study is on the role that strategic market planning plays in the long-term viability of a brand via the use of a category marketing strategy. Having a marketing plan in place has been shown time and time again to increase brand recognition and loyalty among consumers, which in turn boosts a company's standing in its target market and the industry at large. Strategic marketing planning is beneficial because it helps firms focus their efforts where they will have the most effect and work systematically toward their goals. Businesses now use marketing strategies as a means of improving their overall performance. By providing empirical proof of a link between strategic market planning criteria and bottom-line performance for organizations, this research contributes significantly to the literature on marketing strategies. An explanation for the company's overall performance was deduced from existing literature. A business's capacity to sell its products and turn a profit depends on a number of factors, including marketing, pricing, distribution, and product consistency and personalization. The impact is shown to be tempered by the effectiveness of the marketing strategy. Multiple moderating factors, including product similarity, product life cycle stage, and competitive intensity, coexist.
