A marketing plan can also be described as a technique that helps a business to decide on the best use of its resources to achieve corporate objectives.
It can also contain a full analysis of the strengths and weaknesses of a company, its organization and its products.
The marketing plan is a general responsibility from company leaders and the marketing staff to take the company in a specific direction.
After the strategies are laid out and the tasks are developed, each task is assigned to a person or a team for implementation.
It also lets the marketing team to observe and study the environment that they are operating in.
Though it's not clear, behind the corporate objectives, which in themselves offer the main context for the marketing plan, will lie the "corporate mission," in turn provides the context for these corporate objectives.The assigned roles allows companies to keep track of their milestones and communicate with the teams during the implementation process.Having a marketing plan helps company leaders to develop and keep an eye on the expectations for their functional areas.It describes business activities involved in accomplishing specific marketing objectives within a set time frame.A marketing plan also includes a description of the current marketing position of a business, a discussion of the target market and a description of the marketing mix that a business will use to achieve their marketing goals.The marketing plan shows the step or actions that will be utilized in order to achieve the plan goals.For example, a marketing plan may include a strategy to increase the business's market share by fifteen percent.A marketing plan may be part of an overall business plan.Solid marketing strategy is the foundation of a well-written marketing plan.This "corporate mission" can be thought of as a definition of what the organization is, or what it does: "Our business is ...".This definition should not be too narrow, or it will constrict the development of the organization; a too rigorous concentration on the view that "We are in the business of making meat-scales," as IBM was during the early 1900s, might have limited its subsequent development into other areas.