Let us see what do we call a "marketing plan"? It is the result of the planning activity, a document that includes a review of the organization's place in the market, an analysis of the STEP factors as well as a SWOT analysis. A complete plan would also formulate some presumptions on why we think the past marketing strategy was successful or not. The next phase shall present the objectives we set, together with the strategies to achieve these objectives. In a logical sequence, we will further need to evaluate the results and formulate alternative plans of action. A plan would consist in details of responsibilities, costs, sales prognosis and budgeting issues.
You will need to develop or define important information about your company. In your business plan, you should have developed a Mission Statement, a Vision Statement, and a Culture Statement. If you did not develop these three items, you must create them immediately before continuing onward. It is vitally important that everyone knows about and buys in to these three company statements with all employee staff so that every person inside the business will communicate these items correctly to all external people outside of the business. You want their belief and confidence as high as the owners or top executives.