Thesis Statement The following paper intends to take an objective look into how the formulation, implementation of marketing strategies and planning have contributed to better performing multinational corporations. Given today’s competitive business environment, commercial success in the corporate world can only be achieved through proper coordination between the top and middle management, and the subordinates and involving both in the strategic management process. The extend of ambiguity that organizations face in the commercial environment require business executives to understand that goods and services would not just sell themselves, but as the selling concept of marketing postulates, some effort to sell must be put in place by those responsible. Consequently, the selling efforts usually manifest itself in the form of strategies which usually manipulate the marketing mix to achieve what is best for both the organization and its consumers. Therefore, this is the reason why business executives must involve their organizations in numerous and rigorous research processes so that they can understand what is specifically targeted to consumer market usually need and therefore attempt to make strategies that favor their consumers. It is thus assumed strategizing in certain functional areas such as marketing makes sense of security in the organization, increases the chances of success. In a case where an organization lacks sound marketing strategies and other strategies that are used in various functional areas, an organization is likely to face a lot of ambiguities and hence sub-optimal use of resources within the organization and even failure or numerous inefficiencies could be imminent. Table of contents  1. Introduction  2. Research question  3. Findings and analysis  4. Strategy and Planning  5. Marketing Strategy process and illustrations  6. The process of planning and formulating marketing strategy  7. Illustration 1: The Coca-Cola Company  8. Illustration 2: The Apple Company  9. Conclusion and recommendation 10. Works cited 11. Appendix Introduction Starting and successfully running a business is a daunting and exhausting task that is not just achieved overnight or by wishful thinking (Campbell, Stonehouse & Houston 11). Entrepreneurs are aware of the consequences of not planning well, which can make even empires collapse, and are always a keen to boundless benefits that arise out of the planning process. With numerous resources being dedicated in the production of products, it becomes necessary for a business to implement sound strategies that will make sure that it sells its inventories and realize revenue streams from the various avenues (Frey 112). Looking at the world’s largest multinational companies like the coca-cola company, Nike, starbucks, Toyota, Sony, Mitsubishi, Amway and many others, it is quite clear that a company which desires to join the market leaders must apply some form of extra effort so that it can achieve its vision and mission in the business community (Kotler 62). Turning a blind eye on the importance of planning is like committing a commercial suicide. With limited funds and resources commercial organizations and entrepreneurs are more critical and aim to obtain an optimal mix that would enable them realize high levels of efficiency and consequently ac