Planning is one of the most important roles of management. A company’s corporate or business plan runs the business. A company’s marketing plan is a key input to the business plan. It should identify the most promising business opportunities for the company and outline how to penetrate, capture, and maintain positions in identified markets. It is a communication tool combining all the elements of the marketing mix in a coordinated- nated action plan. It spells out who will do what, when, where , and how, to achieve its ends. An overall company marketing plan can be made up of a number of smaller marketing plans for individual products or areas. These smaller plans can be prepared as and when the occasion requires.
