After preparing all the nine steps above, the time has come to implement those steps to action so that the goals and objectives are achievable. Here the general marketing strategy would be developed into specific sub-objectives, each supported by more detail strategy and action statements. However too much details should be avoided as it is inefficient to the company.
On the whole the marketing plan "is a critical element in coordinating activities and budget" Guiltinan et al (1997). Furthermore, the effectiveness of the marketing plan depends on the quality of the efforts made by those who do the plans. According to Guiltinan et al (1997), in organizations that are truly market-oriented the marketing plan is likely to be viewed as a very important management activity for them to increase revenues and move forward to become more successful.
Even so, according to McDonald (2000), a written strategic marketing plan is the backdrop against which operational decision are taken. Its major function is to determine where the company is, where it wants to go and how to get there. It should be distributed on a need to know basis only. It should be used as an aid to effective management and not be a substitute for it.
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