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What is the overall purpose of a marketing Plan? In its simplest terms, the marketing concept emphasizes the customer focus, or organizing the resources of the firm towards understanding customers ’needs and wants and offering products and services that meet those needs. There are many different versions of this, but can be best explained from famous management guru, Peter Drucker; “there is only one valid definition of the business purpose: to create a customer”. Therefore the Marketing Plan, is a written document that contain the guidelines for the products marketing programs and allocations over the planning period.

The marketing strategy framework has the following components:
• The objective to be achieved. The criteria in which success and failure are measured.
• The customer targets. This is a more specific statement of which want to entice the customer to buy our products.
• For each customer target, competitor target must be identified. These are the brands that our going to offer us the most competition.
• Which product or service features we need to offer.
• Must target the group with a core strategy. The core of this is the value proposition. The value proposition is operationalized and placed in the customers’ minds through product positioning.
• The marketing mix is the set of decisions about price, channels of distribution, product, communications, and customer relationship management that implement the marketing strategy.

An example would be for Microsoft Office.

You could set up a plan to help make the bare product into a well known and revenue creating engine and inturn A better way to buy software.

The marketing plan and the marketing strategy fit together by allowing there to be a document that allows everyone to be on the same page and set up the step by step process in which the Marketing Strategy will happen. Some of the legal and ethical issues we would need to consider are things based on the environment, people’s civil rights, and/or not holding up our end of the agreement in order to post a profit for ones self.

Without the marketing plan, in general there would be know way to mak a product known to the world. You would have to be extremely lucky to do so. Also in order to increase revenu once a product base has been developed, you will need to expand out side of your current market to overcome market saturation. There will also be competition that will have to be overcome as you get larger. everyone will want a piece of the pie, and you need to develope a way to surpass this and overcome those obsticles. I have seen a good product many times go to the wayside because of lack of marketing and product awareness. its a quiet death to go down this way.

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