The businesses which are successful always manage to find a strategic fit between the firm and the environment it operates in while formulating a strategy. The strategic marketing plan should also be based on a consumer perspective. It must be aligned with the vision of the organization and must build on the strengths and avoid the weaknesses. It should also aim to minimize the threats and optimize the opportunities. The 6Ps of marketing must be properly identified. Segmentation, Targeting and Positioning (STP) plays a crucial role in the development of strategic marketing plan.