A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It is meant to be a structured way of dealing with marketing issues, not a random collection of incomprehensible bits and pieces.
It should be a key component of a business plan and is essential to planning the overall direction that you want your business to take. A marketing plan is not something that you write and then forget. It needs to be followed, monitored and updated. You want to regularly evaluate a your plan to make sure you are reaching the goals you set.
Marketing plan objectives are typically on the level of sales, profit, return on investment or, for larger businesses, market share. Marketing is a function of business and has many dimensions, including market research, customer service, advertising, targeting, packaging, pricing, e-marketing, and others. Marketing plans, even those created within a small company, can vary in scope, format, length, and level of detail they do however typically include similar types of information… Read more