Corrective Plan. A marketing plan is a living document. Trust me, the moment you have it and experience planning your marketing, you will realize this. Therefore it is a plan that allows you to assess past strategies and results and at the same time allow you to make necessary corrective measures to fit your business growth. for example, who expected the 2008 financial crisis to hit us so badly? No one other than the few so called "economists" but how did responded to it? Severely. Many businesses closed including many giants. But the good thing is, many have a solid marketing and business plans, therefore they make quick corrective actions and moved forward.
Re_formulating objectives: after the close examination of data gathered in the previous stage, sometimes it is needed to re_formulate the initial objectives, in order to address all the issues that might have come up from the previous stage. The distance between the initial objective and the re_formulated objective will be covered by appropriate strategies. We must ensure the re_formulated objective is SMART as well.