What should be identified in your marketing plan?

It depends....? On your market, and the audience of the plan (you, your bosses)

But, here are some key things to think about, and probably describe in your plan.

First, what is your current product offering

What is it's positioning -- what segments of the market / customers are you currently attracting, at what price. What's your share of this market.

Think about the Four P's -- your product/service, price, placement, and promotions.

What is the product's Points of Differentiation or Value proposition. What does it solve, how is it different from competitors.

Who are your competitors and what other products substitute for your product. (For example, you're selling airline travel -- so, there might be other airlines or other travel agents. And, bus and rail might be substitutes).

Next, Identify the goals of the plan and measures of success. Are you trying to sell more? how much more? Are you selling to new markets / customers? who? How do you find them and identify that they're new.

Then identify your tactics, budget, and timeline to meet your measures of success.