Setting Goals or Goals. Objectives or targets are specifically formulated and identify the level of performance that the organization is expected to reach at any given time in the future by considering the reality of the problem and the environmental opportunities as well as the strengths and weaknesses the company has.
Who should see your plan? All the players in the company. Firms typically keep their marketing plans very, very private for one of two very different reasons: Either they're too skimpy and management would be embarrassed to have them see the light of day, or they're solid and packed with information . . . which would make them extremely valuable to the competition.