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There are a lot of video and text-based marketing guides to teach you marketing and advertising fundamentals and recommendations for your online and offline marketing efforts. Every marketing plan has to fit the needs and situation. Even so, there are standard components you just can’t do without. A marketing plan could always have a situation analysis, marketing tactic, sales forecast, and expense budget. Situation Analysis: Normally this will contain a shop analysis, a SWOT analysis (strengths, weaknesses, opportunities, and threats), and a competitive analysis. The shop analysis will contain a shop forecast, segmentation, customer info, and shop needs analysis. Marketing Tactic: This could contain at least a mission statement, objectives, and focused tactic including shop segment focus and product positioning. Sales Forecast: This would contain enough detail to track sales month by month and follow up on plan-vs.-actual analysis. Normally a plan will also contain specific sales by product, by region or shop segment, by channels, by manager responsibilities, and another elements. The forecast alone is a bare minimum. Expense Budget: This ought to contain enough detail to track expenses month by month and follow up on plan-vs.-actual analysis. Normally a plan will also contain specific sales strategies, tools, management responsibilities, promotion, and another elements. The expense budget is a bare minimum. Read it to learn how to have an effective marketing strategy Good luck !