INTRODUCTIONThis research aims to reveal the importance of marketing strategies in today's complex and competitive business world. For this reason, this study will discuss various marketing theories, issues and approaches linking them to WL Gore & Associates and thus propose the best options, ideas, strategies and techniques for the betterment of the business. To achieve these points, this study will particularly collect secondary and qualitative data and information. Marketing is the process of searching for options to accumulate profits by identifying the demands of people and satisfying their needs with suitable products. In today's globalized business world, marketing can play a vital role in establishing business blocs all over the world with competitive and cutting-edge markets, research, policies, strategies and activities. BACKGROUNDW.L Gore is one of the world's largest multinational corporations. The US-based multinational manufacturing company, founded by Wilbert L (Bill) in 1958, is famous for producing fluoropolymer products, particularly for industrial applications, electronic signal transmission and medical implants. Today, the company's sales network extends throughout the world. However, due to some issues and glitches in the company's marketing strategies, the company has failed to satisfy customer demands. In the past, the company was successful and achieved satisfactory market shares because its products were in high demand. Despite its constant efforts, it must lose its market share to the benefit of emerging companies. Particularly, Chinese companies with innovative market strategies and affordable products have greatly threatened WL Gore's market. The...... middle of paper ......does not provide the company with the opportunity to analyze its internal strengths and weaknesses like that of SWOT analysis. In short, Porter's five forces model is related to the business threats that have resulted in the current market scenario. Unlike Porter's five forces model, SWOT analysis deals with both internal and external variables and forces of the business. The main quality of this analysis is that it makes it possible to trace the real situation of the company as well as its strengths, weaknesses, opportunities and threats or even self-assessment. Therefore, it provides the company with a suitable framework to formulate vision plans, strategies and objectives. Here it should also be assumed that SWOT analysis includes both internal and external factors, whereas Porter's five forces model only deals with external factors, ignoring internal factors...