SWOT Analysis – This is an analysis of your company’s strengths, weaknesses, opportunities and threats, standard to any business or marketing plan. Even so, there are standard components you just can’t do without. WHAT DOES A MARKETING PLAN INCLUDES? If you're thinking about developing a marketing program, you need to begin with a marketing plan. It allows a team to focus. Having a clear vision statement of your goals and expectations will motivate a team to work hard towards achieving the desired outcome. It introduces your company or business to the reader and highlights the main points of your marketing plan. A marketing plan should always have a situation analysis, marketing strategy, sales forecast, and expense budget. Goals are clearly outlined. A marketing plan will develop a clear path for a team to follow. It Provide DIRECTION and focus for brand, product or company. Each product level, whether product line or brand, must DEVELOP a marketing plan for achieving its goal. Research will be the foundation of your marketing plan and should include: Competitive Analysis – Take a look at what your competitors are doing and how this could affect your marketing plan. This would mean that steps and guidelines to reach a given objective may be carried out effectively. Some are short and to the point, others are hundreds of pages thick and cost thousands of dollars to produce. 3. Content Marketing. A Business Marketing plan is a drafted document which gives the overall summary of the market. A marketing plan is a document that details how a business plans to persuade people to buy its products or services. It clearly states how the firm plans to achieve its goals as planned. Having been in marketing for more than a decade, I have seen my share of marketing plans. Contents. Leave a comment on What Does A Marketing Plan Include. 2. A Business Marketing plan is very important for any product or company, in order to achieve individual and organizational goals. Every marketing plan has to fit the needs and situation. The marketing plan includes the rationale for these decisions. Main digital marketing techniques-written marketing plan; Sound strategic foundation; Marketing strategic planning process ; Process; But as the Roman philosopher Marcus Tullius Cicero so aptly put it: "Before beginning, plan carefully." The executive summary of a marketing plan is a brief overview of the entire plan. 4. These slides are based on Chapter 2 of 'Marketing Management' by Kotler Keller