Having a strategy for a market or market segment means defining its objectives (for example, market share, growth and profitability) and how to achieve them. This is generally the role of the strategic marketing function, regardless of the terminology used and the location of this function in the organisation. In the B2B/B2G technology company, this strategic marketing is often housed within the strategy itself, first centrally and then in the various entities, as it is such an essential component and has such implications for innovation and investment in products and offerings. Defining one’s positioning in a given market, prioritising actions towards the players in one’s ecosystem, choosing target segments, deciding on the products and offers one wants to propose, having a strategy for one’s customer portfolio (as in any B2B market), deciding on the methods of promotion and communication in this market or segment: these are some of the dimensions of the market strategy

This section explores and illustrates different aspects of market strategy