Why marketing plan is of special interest? It is possible to tell with confidence that all market activity of any firm, in particular, formation of all sections of the business plan, happens on the basis of market researches of the market, on the basis of large-scale use of all enormous potential.
The more carefully all sections of the plan are developed, the it is easier to it, it is required resources less, quality of work is better. It is a lot of losses of means and time arises because of imbalance of the plan, existence in it is mute miscalculations, and also an indiscipline of participants of its. For the same reasons also quality of production decreases.
The big companies develop long-term strategy which would allow to react to the changing conditions of the market quickly. Each company has to find the style of work which is best considering specifics of conditions, opportunities and resources.