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Market driven strategy as a defense mechanism to anticipate changes from their business environment. And they must also create a best-oriented strategy to formulate a suitable competitive strategy, especially in peoples rubber plantations. This article uses a literature review to develop a theory and proposition about (a) The relationship between the market strategy and marketing strategy, (b) The relationship between the market strategy and customer value, (c) The relationship between the marketing strategy With marketing mix strategy, (d) The relationship between marketing mix strategy with customer value, (e) The relationship between marketing strategy with customer value, (f) The relationship between customer value with competitive advantage, (g) The relationship between competitive Advantage with Marketing Performance.The results show that there is a link between variables by achieving competitive advantage in the peoples rubber plantations.