One of the most useful and important characteristics of the marketing consists of being able to plan, with enough guarantee of success, the future of our company, basing for it on the answers that we offer to the demands of the market, we have already said that the environment in which us posicionamos it changes and evolves constantly, the success of our company will depend, largely, on our capacity of adaptation and anticipation to these changes. We must be capable of understanding to what extent and of what form the future changes that the market will experience will affect to our company and of establishing the strategies most adapted to make use of them to the maximum in our benefit.

Therefore, the strategic marketing thinks about how to know the current and future needs of our clients, locate new market niches, identify potential market segments, value the potential and interest of these markets, face the company in search of these opportunities and design a plan of performance that obtains the looked targets. In this sense and motivated because the companies at present move on a highly competitive market it is needed, therefore, the continuous analysis of the different variables of the DAFO, not only our company but also the competition on the market. In this context the companies according to his resources and capacities will have to formulate the corresponding strategies of marketing that allow them to adapt themselves to the above mentioned environment and acquire advantage to the competition.

And so, the strategic marketing is indispensable so that the company could, not only to survive, but posicionarse in a place emphasized in the future.

But the reality we believe that it indicates us the opposite, since the common sense seems not to abound in big doses in the world of the business, for it it must not us surprise that only 25 for 100 of the strategic plans contributed by the companies are those who take to good term.

To answer successfully to the question: «do we have a future strategy?», it seems that it is difficult, since independently of that not all the companies raise it, it has the disadvantage of his putting in practice. For it, one of the biggest worries of the corporate strategists is to find the most rapid and sure way towards the creation of value, understood not only like a result that he benefits to the shareholders of the company, but like something capable of satisfying and making faithful the clients, personnel and providers.