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 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 every 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
