A marketing strategy is a comprehensive plan outlining how a business intends to reach its target audience and achieve its marketing objectives. It involves identifying target customers, understanding their needs and preferences, and determining the most effective ways to communicate and engage with them.

A well-defined marketing strategy typically includes market research, segmentation, targeting, positioning, and the development of a marketing mix comprising product, price, place, and promotion strategies. It serves as a roadmap for all marketing activities, guiding the allocation of resources and efforts to maximize the impact of marketing initiatives and ultimately drive business growth.