The marketing plan is the basic tool of management that there must use any company faced to the market that wants to be competitive. In his starting there will remain fixed the different performances that must be realized in the field of the marketing, to reach the pronounced targets. This one cannot think of form isolated inside the company, but completely coordinated and coherently with the strategic plan, being necessary to realize the corresponding adaptations with regard to the general plan of the company, since it is the only way of giving valid answer to the needs and raised topics.

In marketing, as in any other managerial activity, any action that is executed without the due planning supposes at least a high risk of defeat or wide waste of resources and efforts. If not planned action is successful, we should ask ourselves what we should obtain of more to operating under a plan. To try that a project triumphs without making use of a marketing plan is like trying to sail in a stormy sea without marine letters or clear destination.

The marketing plan provides a clear vision of the final target and of what wants to be obtained in the way towards the goal, simultaneously he reports in detail of the situation and position in those that we are, marking to us the stages that have to be covered for his attainment. It has the added advantage of which the compilation and processing of necessary information to realize this plan allows to calculate how much goes to be late in covering every stage, giving us this way a clear idea of the time that we must use for it, what personnel we must destine to reach the attainment of the targets and of what economic resources must be arranged by us.

Without a marketing plan we will never know how we have reached the results of our company, and therefore, we will be exposed to the convulsions of the market.

At present, one is beginning valuing in Spain, especially in the PYMES, the benefits that suppose the company being provided with a marketing plan. The rapid changes that take place on the market and the arrival of the new technologies are having, in the beginning, to realize it of rather forced form; it will be with the passing of time when we realize the multiple advantages that there produces the logical and structured planning of the different variables of the marketing.