Marketing plan

A marketing plan is a strategic document developed to achieve specific marketing objectives. It outlines a company's advertising and promotional activities for a defined period, describes the organization's current marketing position, and identifies the target market and marketing mix that will be used to achieve stated goals.

Marketing plans are typically developed by marketing managers in collaboration with product managers, product marketing managers, and sales teams.A marketing plan usually forms part of a broader business plan.

A comprehensive marketing plan may include historical performance data, market analysis, future projections, strategic approaches to achieving objectives, and an assessment of the organization's strengths and weaknesses, including those of its products and overall structure.

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