The preparation of marketing plans is a multidimensional function, which analyzes, evaluates and combines all the elements of the marketing mix of each business unit: Product, Distribution, Promotion, Price, People.
 
 Through this process it is possible  highlighting the competitive advantages of companies,  the delimitation of their position in relation to the competition as well as the definition of the appropriate strategies for achieving recognition, increasing the market share, developing new markets and finally maximizing their efficiency.
 
 The value can be varied depending on the required specifications of the analysis. 
 
 The  final marketing plan  is structured in the following - at least - sections:
 
 Analysis of the internal environment of the company
 Analysis of the external environment of the company
 SWOT analysis
 Marketing goals and strategies
 Action plan
 Budget
 Emergency plan
 Schedule of actions
 Mechanisms and process of control and evaluation of the plan