The marketing plan is the basic management tool to be used by all market-oriented company that wants to be competitive. In its implementation will be set different actions to be taken in the area of marketing, to achieve the objectives. This can not be considered in isolation within the company, but fully coordinated and consistent with the strategic plan, being necessary to make the corresponding adjustments in relation to overall business plan as it is the only valid way to meet the needs and issues raised.
In marketing, as in any other managerial activity, any action that runs without proper planning is at least a high risk of failure or huge waste of resources and efforts. If an unplanned action is successful, we should ask what we had achieved more by operating under a plan. Trying to make a project succeed without recourse to a marketing plan is like trying to navigate a stormy sea without a clear destination and maritime charts.
The marketing plan provides a clear view of the ultimate goal and what you want to get on the road towards the goal, while Detailed information on the status and position in which we are, reflecting the stage to be filled for their achievement. It has the added advantage that the collection and compilation of data required for this plan to calculate how much it will take to cover each stage, thus giving us an idea of how long we used to do, what we spend to achieve personal achievement objectives and what funds we have.
Without a marketing plan will never know how we achieved the results of our company, and therefore will be exposed to market shocks.
Currently, we are beginning to value in Spain, especially in SMEs, the benefits you would expect from the company have a marketing plan. The rapid changes occurring in the market and the advent of new technologies are forcing, in principle, to do a rather forced, it will be with the passage of time when we realize the many advantages that produces the logical planning and structured the marketing variables.
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