Marketing plan is a chart of a design to achieve a goal. The aim is to create value for consumers in the state or the company remained profitable in the current marketing concepts, a mutually beneficial relationship. Marketing plan summarizes the market wants and needs, strengths and weaknesses of the company and its competitors’ current or expected, and design to create value to satisfy consumer needs and wants in a permanent condition of a profit. Marketing plan contains a plan of action (who does what and when), vision, strategic objectives, goals, and objectives. This process can be defined as marketing planning, which is the application of marketing resources to achieve goals marketing.

Thus, the marketing plan is merely a logical sequence of actions that lead to setting marketing objectives and plans to achieve pemformulasian. Companies usually do a process of management in developing marketing plans.

Each plan is unique, but in almost all cases a plan has a financial forecasting and detailed budget for the first year and an outline for future years. The first part of the marketing plan is the analysis of the situation, which includes analysis of strengths, weaknesses, opportunities and threats. The next section is the plan itself. The problem is that although the process is very simple to understand but its application is the most difficult task among other marketing tasks.

One of the reasons why some companies have difficulty in developing a marketing plan is that management has no direction of how the process should be managed. Ie starting from a review, and objectives, strategies, programs, budgets, and back again until a compromise can be achieved between what is desirable and what is predicted by considering the constraints of each company.

Another reason is that the planning system itself is a structured approach to the new process is described. Because of differences in size, complexity, character, and diversity of operations, there is no such a system of systems “outside the rack” that can be applied without fundamental adjustments to be in accordance with the specific requirements of each company’s situation. The extent to which companies can develop an integrated plan, coordinated, and consistent depends on understanding the planning process itself as a way to sharpen the focus for all management levels within an organization.