Every business, small or large, will be more successful with a business plan. And the key component of a business plan is the marketing plan. A good marketing plan summarizes the who, what, where, when, and how much questions of company marketing and sales activities for the planning year: Who are our target buyers? What sources of uniqueness or positioning in the market do we have? Where will we implement our marketing spending plans? When will marketing spending plans occur? How much sales, spending, and profits will we achieve?