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Marketing plan is like a map. It outlines where the business is, its desired des

Marketing plan is like a map. It outlines where the business is, its desired destination (objectives) and the conditions it will face in its efforts to reach that destination. The plan helps to integrate activities, schedule resources, specify responsibilities and provide a means of measuring progress. Understanding the market situation reveals a set of key issues that need to be addressed to reach the desired destination. Situational analysis and identification of key performance issues are key inputs to the marketing plan.

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