The marketing plan’s strategic purpose is to document where the business wants to go and how it is going to get there. At the tactical level it details what promotional tools will be deployed to achieve its stated objectives and bring to life its defined strategies.

Here is a structure that will fit for most, if not all, marketing plans:

Vision

By definition a vision must be visionary. It is about the “what” not the “why” or the “how”. It should be over at least a five year horizon and is concerned with the big picture about where the business wants to be. It should be brief – one short sentence will do.

Mission

The mission is about the “why” – the reason the business exists. It should inform all stakeholders in the business – employees, shareholders and customers exactly what the purpose of the business is.

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