1 marketing plan explains the present and future situations of organization specifies outcomes that are expected goals objectives describes specific actions to take place so responsibility for each action can be assigned implemented identifies resources will needed carry out planned process preparing is more important than document itself it makes team concentrate on market company s strategies tactics appropriate those a mechanism synchronizing i executive summary ii situation analysis external customer internal environments iii swot iv v vi implementation synopsis overall easier write if done last after you have written entire environment competitive pressures identify firm major competitors characteristics size growth profitability target markets products key strengths weaknesses mix capabilities list any potential 2 economic stability
