The definition of 'Marketing plan'
A marketing plan is a comprehensive document that outlines a company’s overall marketing effort. It is a blueprint that outlines how a company will implement its marketing strategy, and use a combination of resources to achieve business objectives including sales targets or customer acquisition.
Due to the ever-changing environment and marketing tools that become available, the modern day marketing plan tends to be relatively short in nature, covering from one to a few years.
A marketing plan tends to include
- An Introduction and broad objectives
- Marketing overview
- The market landscape
- SWOT analysis
- Specific objectives
- Brand strategy
- Promotional strategy
- Actions, deadlines and budgets
