The marketing plan is a reference plan for a business. It provides a reference point for all activities that are done. It is also a list of actions, a marketing plan without a second strategic foundation is of little use. To achieve the maximum impact you must use the 80:20 rule. This is a plan that must be clear, concise and simple. It consists of 20% product, 20% customer, 80% volume, and 80%profit. The marketing plan also show the description of the product, budget, location of the business, pricing strategy, and the marketing segmentation. It also consists of the 7 P's, product, place, price, promotion, physical environment, people, and process. It also shows the financial data, product data, sales and distribution data, advertising, and market data. It should also be clear, quantified, focused, realistic, and agreed upon.