The planning process begins with an examination of the firm's internal and external entities creating a situation analysis. Based on a comprehensive review of these applicable issues, the firm establishes its operation, strategy, objectives, and more than a few functional plans. Planning efforts pertaining to each functional area will generate a strategic plan for that area. Although it is relevant to note that the processes apprehended with developing a customer-oriented marketing strategy and marketing plan, should pressure that firm to develop effective marketing plans that are conversant with the business's goals. It is therefore significant for every department to strategically set up its standards that will boost customer relations.
Senior management must synchronize these functional plans in a way that will achieve a firm’s mission and business objectives. The Marketing Plan is a written document providing the layout of the firm’s marketing activities that involve execution and control of those proceedings. Promotion plans generate a number of purposes. For one, the marketing plan distinctively depicts how the firm will achieve its goals. This aspect of marketing planning is essential. In this sense, the marketing plan serves as the “roadmap” for executing the marketing strategy.
Although the focus is on marketing planning and strategy, we cannot highlight enough that marketing decisions must be executed within the limits of the organization’s overall mission, goals, and objectives.