Executive Summary Strategic marketing is a more developed and structured system of marketing, which is concerned with a precise definition of a goal, measure and market analysis. It integrates the options of media and develops a structured system that enables the marketers to capture the market fully. It is aimed at maximum utilization of resources with high out put. Strategic marketing is drawn from a marketing plan. This shows what programs and policies a company uses and how the implementation is carried out. Generally, its main purpose is to enhance marketing and create maximum customers’ satisfaction. It also encourages market penetration and innovation of application. Some people refer to strategic marketing as mainstream marketing. This is the surest way to operate in the market with limited risks. Introduction Tim Horton is a fast food organization that has adopted to use a niche penetrating market strategy in its marketing. The company is operating in fast food restaurants in different parts of the United States. Due to its strategic system, the company has expanded its segments to various States, such as Ohio, New York, Michigan and Canada. This follows a new identified niche in the sector. This new product is expected to boost the companies operation since it is the unique product in the entire market. Tim Horton opted for the strategy to stay ahead of competitors like Bucks and Dunkin Donuts organizations. Its major goal is to increase the market segment by sixty percent and capture most of the pioneer markets (Chernev, 2009, p. 49). Roles of Strategic Marketing Strategic marketing gives proper evaluation machinery in terms of product, distribution, promotional activities, pricing and both internal and external organization assessment. Apart from these, strategic marketing by Tim Horton will help in the analysis of the competitors and act as a reference to the next actions the organization should take (Kotler, 1996, p.72). In any marketing state, whether pioneering or follower, a strategic marketing is vital for the identification of the difference between successful and flat growth of the company. Tim Horton strategy for growth relies on its strategies to enable it achieves the highest result (Hakan, 2004, p.35). In maximizing the market, especially for market penetrators like Tim Horton, identification of market niche becomes a priority. For this to succeed, an organization needs close consultations with the clients to identify the unmet needs. It is through strategic marketing that the organization programs will allow consultation and close supervision of customers to be carried out. Strategic marketing is also important market segmentation and positioning. Unearthing unmet needs and unsatisfied needs in any segment of the market will boost Tim Horton’s growth as well as maintaining customers’ loyalty (Kotler, 1996, p.27). Resource utilization is vital in any organization, means of promotion and advertisement should be strategically designed to achieve the greatest results. In addition, strategic marketing caters for changes in the market, where fast and appropriate adjustments can be made, according to the presented situation. Apart from these, monitoring aspect in strategic