Marketing strategy refers to the comprehensive planning and execution of activities that enable organizations to identify target markets, deliver superior customer value, and achieve sustainable competitive advantage. In contemporary business environments characterized by globalization, digital communication platforms, and evolving consumer preferences, marketing strategies must integrate traditional marketing principles with technology-driven innovations. This article explores the nature of marketing strategy, including segmentation, positioning, branding, digital engagement, and customer relationship management. The study emphasizes the significance of data-driven insights, integrated marketing communication, and ethical branding for long-term market success and enhanced organizational performance.