Marketing plan

A result of the process of marketing planning is a document specified as a marketing plan. In most cases it includes a description of analysis of an internal and external situation of an enterprise, marketing purposes, particular strategies and tactical plans, schedules, financial plans, a system of control and introduction of corrections.

Matters related to development of a marketing plan are significant both for companies operating on institutional and consumer markets and for services providing companies. What is more, it may be applied by organization, whose main aim is not to achieve profits. The process of markeitng planning is of universal character.

Preparation of a marketing plan in a form of a document (in writing), is significant for sizeable companies because when a company is bigger, it is more complex, its processes are more varied, and it needs homogeneous and formalized procedures. Despite the fact that there are numerous workers employed, they fulfill other duties, they are specialists in various fields, they should be connected by a common aim that is defined in such a plan.

It is good to remember that marketing planning that is performed properly, is a basis of a company's success, it allows to achieve high sales. A marketing plan allows to determine opportunities already present on the market, those that will appear in the future and the manner, in which they can be used. It will also allow to deal with threats.

Marketing planning is not appreciated by entrepreneurs. They believe that other aspects of activity are more crucial, which is especially visible in circumstances of a crisis. If market decline takes place, budget of the marketing department is decreased at the first place. There is sometimes a reverted situation, i.e. management puts emphasis on marketing planning. However, also here we deal with prognosing and budgeting, and not with a compliant combination of all marketing-mix elements.