Strategic objectives are identified, target markets selected, and desired positioning for the company, product or brand are determined. We focus on how to implement the chosen strategies. Traditionally, this involves implementation planning across the "4Ps" of marketing: Product management, Pricing, Place (i.e. sales and distribution channels), and Promotion. Taken together, the company's implemen- tation choices across the 4Ps are often described as the marketing mix, meaning the mix of elements the business will employ to "go to market" and execute a marketing strategy. The overall goal for the marketing mix is to consistently deliver a compelling value proposition that reinforces a company's chosen positioning, builds customer loyalty and brand equity among target customers, and achieves the company's marketing and financial objectives. A marketing plan is developed to specify how the company will execute the chosen strategy and achieve the business' objectives.

The content of marketing plans includes:
• An executive summary
• Situation analysis to summarize facts and insights gained from market
  research and marketing analysis
• The company's mission statement or long-term strategic vision
• A statement of the company's key objectives, often subdivided into marketing
  objectives and financial objectives
• The marketing strategy the business has chosen, specifying the target
  segments to be pursued and the competitive positioning to be achieved
• Implementation choices for each element of the marketing mix