6.6. The Marketing Plan 

A marketing plan is a written document that outlines an organization’s marketing activities, including how those activities will be implemented and controlled. Marketing planning is a systematic process that involves assessing marketing opportunities and resources, determining marketing objectives, developing a marketing strategy and planning for implementation and control. The marketing plan should be integrated and evaluated regularly. Strategic planning should precede the development of a marketing plan. The marketing plan should define the target market and marketing mix variables, identify needed resources and set achievable objectives. ​(Gregoire, 2017)​

A marketing plan should be practical, executable and flexible, yet stable enough to guide consistent action. Specific responsibilities, along with timelines and deadlines, should be clearly designated. Continuous review and evaluation are necessary to keep the plan relevant.

Types of marketing plans can vary by duration, scope and method of development. Typically, marketing plans are short-range (1 year), medium-range (2 to 5 years), or long-range (over 5 years), with short and medium-range plans being more detailed and operationally focused. The scope can range from individual menu items to special services.

Plans may be developed using a bottom-up, top-down, or combined approach. In the bottom-up approach, employee input is used to set objectives, budgets, forecasts, timetables and marketing mixes, which can be realistic and morale-boosting but challenging to integrate. The top-down approach involves top management directing and controlling planning activities, which ensures understanding of competition and market conditions but can reduce morale if lower-level input is ignored. A combined approach can be ideal, where top management sets overall objectives and policies and lower-level managers develop implementation plans.

Integration of marketing plans is crucial for synchronizing the product, distribution, promotion and price elements of the marketing mix. An integrated marketing plan ensures all components are unified, consistent and coordinated. Key elements of a well-integrated marketing plan include: 

• A clear organizational mission 

• Stability over time 

• Coordination of the marketing mix 

• Coordination among SBUs (Strategic Business Units) 

• Compatible short, medium and long-range plans 

• Precisely defined target markets 

• Long-term competitive advantages 

A clear organizational mission outlines the business type and market position, guiding decisions on products, services and target markets. Stability in the marketing plan allows for proper implementation and evaluation. Coordination within departments ensures the product, distribution, promotion and price components align. Coordination among SBUs ensures resources and strategies are harmonized across the organization. Compatible plans across different timeframes and clearly defined target markets ensure marketing efforts are focused and effective.

Emphasizing customer expectations and product/service quality in long-term plans is essential for competitive success. Internal collaboration among staff, such as the manager, chef, waitstaff and cashier, is crucial, with a constant focus on external customer satisfaction.