... firm. • Setting marketing objectives and marketing strategies • Setting the action plans within the “marketing mix” framework, and the marketing budgets. The marketing plan is a document that ... marketing plan is the instrument for planning and organising the company’s resources and capacities for achieving marketing objectives for the new firm. It has to identify the most promising business ... products/services and must provide information about what to do, who will do, when, where, how and with what resources including budget, in relation with the four P's of the marketing mix: Products/services:...