You will need to define your goals and objectives. We always encourage companies to make their goals S.M.A.R.T. which means Specific, Measurable, Attainable, Realistic, and Time Sensitive with dates attached. Most goals are calculated on an annual basis. However, the more ambitious owners or executives will look ahead at 3, 5, and 10 year goals as well. And if you are in Japan, you will be setting 100 year goals.
Marketing Plan: In this you perform, precise activities which helps in achieving the goals and objectives you are targeting at. Here, you plan how you will promote the product/service? What are the specific areas of promotion? What would be the budget of this plan execution? Etc. Plus, you also estimate the ROI of this marketing strategy.