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Seminar paper from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, University of applied sciences, Neuss, course: Marketing, language: English, abstract: Most leading companies today pursue multiple strategies for growth simultaneously inorder to reach their strategic goals. It is important to verify how different growthstrategies are appropriate for companies operating in different types of markets, andhow changes in business environment make the same company decide on differentstrategic options at stage time in its organisational life cycle.The reason why firms succeed or fail is perhaps the central question in strategy. Thefirm needs a well-defined scope and growth direction, that objectives alone do not meetthis need, and additional decision rules are required if the firm is to have orderly andprofitable growth. Such decision rules and guidelines have been broadly defined asstrategy or, sometimes, as the concept of the firm's business.The choice of a marketing growth strategy is a function of the strategic situation,organisational characteristics, and entrepreneur motivations. It is inherent to theprocess of strategy formulation. Companies must be flexible to respond rapidly tocompetition and market changes. They must benchmark continuously to achieve bestpractice.