A successful business is raised on the foundation of a great marketing plan. Selling is the most crucial and also the most difficult aspect of any business. Marketing of a product or service is real hard work and a good marketing plan is what ensures that the hard work bears fruit. It outlines how a business will go about attracting prospects, converting them into customers and retaining these customers in the long run.
Strategy _ similar to business strategy, marketing plan will capture strategies required to support your business strategy. For example if your business goal is to achieve 20% increase in sales, your marketing strategy would be to 1) introduce new product, 2) increase price for premium offerings, 3) recruit more distributors and offer commission scheme and so on. Strategy is king. When you can see your business in totality, I can assure you that you will find it easier to manoeuvre. Marketing plan is the place to address all these issues.