What does a marketing plan look like?

A marketing plan is a detailed and well researched document which identifies marketing opportunities and develops a strategy to exploit them. It answers the questions… * What opportunities are out there? * Where are we now? * Where do we want to go? * How will we get there? * How will we know when we've arrived? A marketing plan can be compiled in many ways, but it's sensible to include the following headings: Research and planning Macro, micro and internal environmental audit Current business status Competitor analysis Marketing strategy and tactics Mission statement and objectives Strategy development Tactics Using the marketing mix Actions and controls Action plan Measurement and reporting