You must know your competition in and out. Keep your friends close, but keep your competitors closer. You need to know all the things that you learned about your customers except fill in the blank for each competitor on all of those above items. Learn how you are the same/ different. Learn the similarities/differences about each product and service you offer. Learn how they sell or promote their products /services.
In the end, we should not forget to specify how the plan (or plans) will be controlled, by what means we will measure its results.We will see how to build the marketing plan, what is its structure: after we will see how to build the traditional marketing plan, we will take a look at the e_marketing plan and see how the unique features of the internet will require some changes in the approach of writing a marketing plan.