A marketing plan is an important tool for achieving the strategic goals of an organization. Each marketing plan is the culmination of the knowledge of the organization’s customers, its marketplace, and its own strengths. On the basis of this knowledge, the organization designs its action plans for the coming year, including budgets and metrics that will assist in the execution of such plans. The best marketing plans provide tactical guidance to the work of the organization and provide direction for daily tasks to ensure that they lead to strategic outcomes. The key elements of the marketing plan include an executive summary, a section outlining the strategic context for the plan, a situation analysis, objectives, and the action to execute the plan, including budget and metrics.