As you prepare your strategic marketing plan consider how your product and service will satisfy the needs of your customers.  Identify the specific marketing objectives, how to achieve them and create a road map including the tools and techniques needed.  When marketing your product or service, specify how you will position your company in relation to the competition, and their product or service offering.  How is your product or service to be perceived by customers?  Specify your positioning – are you offering lowest price, convenience, varied selection, exceptional customer service, or the highest quality of merchandise.  Then position your business and marketing strategy accordingly.