Marketers operate in an external environment consisting of consumers, competitors, channels of distribution and controls & regulation. These external environmental forces are difficult to change, at least in the short term. The challenges have arisen because of globalization and Consumer business is under great threat. Under no circumstances companies can allow the volumes to shrink. The marketer’s job, therefore, translates to adapting to the external environment. An appropriate marketing strategy suiting to bulk sale and marketing mix involving the four Ps (product, price, place & promotion) that fits the environment is achieved through adaptation and innovative differentiation by Companies worldwide.