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Introduction The practice of Marketing Planning has been the focus of businesses from all areas of industry. The importance of such a plan enables the organization to identify marketing opportunities, give direction towards company objectives and allow follow up procedures if necessary. The marketing plan as described by Sally Dibb in Marketing Planning Best Practice encapsulates a systematic process that explores marketing analysis, strategy development and the design and implementation of marketing programs as well …

…the marketing planning cycle of five steps in detail, companies are able to successfully implement well grounded strategies to achieve both corporate, business and functional objectives. The following of such cycles allow businesses to sustain best practice within their competing environments. Those companies which are not already utilising this method of doing business will most probably be doing so in the future or risk the likelihood of not being able to maintain a competitive position.