The marketing plan is essential for the functioning of any enterprise and the effective and profitable commercialisation of any product or service. The drawing- up of the marketing plan takes time, but it is time well invested which in the end turns out to be time saved. The marketing plan provides a clear vision of the final goal and what one wants to achieve on the way there. INDEX PLANNING AND MARKETING THE MARKETING PLAN DEVELOPMENT OF THE PRACTICAL GUIDE: * Phase 1: Summary * Phase 2: Description of the present situation EXTERNAL 1. THE ENVIRONMENT 2. THE SECTOR 3. THE MARKET 4. THE COMPETITION INTERNAL 5. PRODUCTS/SERVICES 6. PRICES 7. DISTRIBUTION NETWORK 8. THE SALES FORCE 9. COMMUNICATION * Phase 3: ANALYSIS OF THE SITUATION 1. HISTORICAL AND CAUSAL ANALYSIS 2. ANALYSIS OF OPPORTUNITIES AND PROBLEMS * Phase 4: ESTABLISHING OBJECTIVES 1. SALE OBJECTIVES 2. OBJECTIVES OF MARGIN 3. POBJECTIVES OF PRODUCT/SERVICE 4. SALES OBJECTIVES * Phase 5: STRATEGIES 1. TARGET CUSTOMERS 2. GENERAL PROPOSAL 3. PORTFOLIO STRATEGIES 4. MARKETING-MIX ELEMENTS 5. TYPES OF STRATEGIES 6. STRATEGIES OF SERVICES * Phase 6: PROGRAMMES AND BUDGETS 1. CALENDARS AND DEADLINES 2. DEVELOPMENT OF THE PROGRAMME 3. DESIGNATION OF PERSONS-IN-CHARGE AND TASKS 4. BUDGET ALLOTMENT 5. PROCESS 6. BUDGET AND PLANOGRAMME OF COMMUNICATION ACTIONS 7. PREDICTABLE PROFIT AND LOSS ACCOUNT 8. BREAK-EVEN POINT ANALYSIS * Phase 7: SYSTEM OF INFORMATION AND CONTROL 1. SOURCES OF INFORMATION 2. CONTROL SYSTEMS * Phase 8: CONTINGENCY PLAN * Phase 9: CONCLUSIONS * Phase 10: APPENDICE