Planning is the way to articulate these aspects to minimize the risk of frustration and that is why it is vital to have a clear marketing strategy and plan. The Marketing Plan as such, is of great help for managers and in general anyone who forward some kind of management within an organization, as well as for professionals or students who hope to deepen the knowledge of this key instrument in the strategic analysis of business management.

The fact that Marketing is linked to a changing environment that continuously offers new challenges to companies, forces that both the tasks to be carried out by the commercialization and the importance that is granted to each one of them are different, in a process of continuous adaptation. The Marketing Plan tries to gather the most relevant historical information referring to the products, the markets, the competitors and the customers. We analyze the current situation of the company in relation to competitors and in different markets. It is about asking ourselves: Where are we? And how have we arrived at the current situation.

The fact that the Marketing is linked to a changing environment that is continuously offering new challenges to companies, requires that both the tasks to be performed by the marketing and the importance given to each of them are different, in a process of continuous adaptation.

Description of the company’s environment: It allows knowing the market, competitors, current legislation, economic conditions, technological situation, expected demand, etc., as well as the resources available to the company.

Control of the Management: It foresees the possible changes and plans the necessary deviations to surpass them, allowing to find new routes that take to the wished objectives. It allows you to see clearly the difference between the planned and what is really happening.

Scope of the objectives: The programming of the project is extremely important and, therefore, all those involved must understand what their responsibilities are and how their activities fit into the strategy as a whole.

Resources catchment: In fact, it is for what the Marketing Plan is used in most cases.

Optimize the use of limited resources: The research carried out to carry out the Marketing Plan and the analysis of the strategic alternatives stimulate to reflect on the circumstances that influence the process to be developed and on the events that may appear, modifying ideas and the previous objectives.

Organization and temporality: In any project the time factor is fundamental, there is almost always a termination date that must be respected. It is, therefore, important to program the activities so that all the foreseeable circumstances can be used to carry out the plan within the established deadlines. The elaboration of the plan tries to avoid suboptimization, or what is the same, to optimize a part of the project to the detriment of the optimization of the whole. On the other hand, it is possible for everyone to know what to do within the Plan and when.

Analyze future problems and opportunities: The detailed analysis of what you want to do will show problems that had not been thought of at the beginning. This allows finding solutions prior to the appearance of problems. It also allows discovering favorable opportunities that have escaped in a previous analysis.