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
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THE SERIOUS INVESTORS GUIDE TO INVESTING IN STARTUPS

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