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Marketing plan

Marketing plan Definition

A Marketing Plan is a written document that details the actions necessary to achieve a specified marketing objective(s). It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or cover up to 5 years. A marketing plan may be part of an overall business plan. In general terms, it must:

  • describe and explain the current situation
  • specify the expected results (objectives)
  • identify the resources that will be needed (including financing, time, and skills)
  • describe the actions that will need to be taken to achieve the objective(s)
  • devise a method of monitoring results and adjusting the plan where necessary








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