The assigned roles allows companies to keep track of their milestones and communicate with the teams during the implementation process.
While a marketing plan contains a list of actions, without a sound strategic foundation, it is of little use to a business.
A marketing plan is a comprehensive document or blueprint that outlines the advertising and marketing efforts for the coming year.
This "corporate mission" can be thought of as a definition of what the organization is, or what it does: "Our business is ...".
This definition should not be too narrow, or it will constrict the development of the organization; a too rigorous concentration on the view that "We are in the business of making meat-scales," as IBM was during the early 1900s, might have limited its subsequent development into other areas.
The marketing plan is a general responsibility from company leaders and the marketing staff to take the company in a specific direction.
After the strategies are laid out and the tasks are developed, each task is assigned to a person or a team for implementation.
Acquiring marketing share, increasing customer awareness, and building a favorable business image are some of the objectives that can be related to marketing planning.
The marketing plan also helps layout the necessary budget and resources needed to achieve the goals stated in the marketing plan.
The marketing plan shows what the company is intended to accomplish within the budget and also to make it possible for company executives to assess potential return on the investment of marketing dollars.
Different aspects of the marketing plan relate to accountability.