To sell a product or a service, a company must know the characteristics and specificities of the market in which it wishes to operate. And to achieve this, various studies and analyses are essential. This is strategic marketing. With the information collected, the company is better able to adapt its marketing strategy to its business objectives. Contrary to operational marketing, strategic marketing focuses on actions to be taken, mainly in the long term. Three steps characterize strategic marketing. This includes analysis, goal planning and implementation. The analysis allows us to clearly identify the needs of the market and the offers already available. We measure here the weight and the influence of the competition. This way, the company can evaluate its sales potential. Planning refers to the identification and setting of objectives. They must be concrete, but above all achievable. Finally, the company must establish and program the actions to be implemented. These actions are designed to facilitate the achievement of the set objectives.