Today's business requires very constant communication with the targeted part of the public, and such a way of conducting communication has become inevitable if successful business is to be achieved. Marketing strategy refers to the overall business game plan for reaching potential consumers and converting them into buyers of their products or services. Market segmentation is an organizational strategy used to break down a target market audience into smaller, more manageable groups. Market positioning refers to the ability to influence consumer perceptions of a brand or product relative to competitors. Product differentiation is a marketing strategy designed to distinguish a company's products or services from those of its competitors. The long-term success of an organization depends on the relationship it can build with customers over time. Financial reports are written records that show the business activities and financial performance of a company. It has been documented all too often that fraudulent financial activity or poor control oversight has led to misleading financial statements intended to mislead users. Financial statements contain vital information about the health of a company, and internal and external stakeholders must be able to rely on their accuracy in order to make critical management and investment decisions with confidence. Inaccurate reporting can have painful and costly consequences, including poor business and investment decisions, regulatory penalties and reputational damage.