Abstract

A marketing strategy is a long-term plan for attaining a company's goals through consumer understanding and creating a distinct and sustainable competitive advantage. Marketing strategies are essential to any business  organization in order to achieve business goals. This study discusses and compare about use of different marketing strategies in different industries. Many industries faced difficulties in the Sri Lankan context and global context due to the Covid-19 pandemic, and they had to use different types of marketing strategies to survive in the market. The objective of this study is to identify different types of marketing strategies used in Sri Lankan and global contexts in different industries during the Covid-19 pandemic period and how they used these strategies to survive in the market. This study mainly focuses on the hotel and tourism industry, FMCG industry, higher education industry, and banking industry and how they used marketing strategies and suggestions were indicated.

Keywords: Marketing strategy, Covid-19, Tourism industry, FMCG industry, Higher education industry, Banking industry