Once you know where you’re going, do you have a map to help navigate the path to success? The major purpose of the marketing plan is to set the company on a specific course in marketing, where goals, strategies and tactics align with company objectives. It’s a detailed tool that answers “who, what, when, where, why, and how” and helps you make sound decisions to achieve your long-term strategic plan. It’s also a good idea to have some “if… then” alternatives that help you shift with changing external and internal environmental conditions.