What is a written document that analyzes the current marketing situation and outlines objectives and strategy called?

A marketing plan is a comprehensive written document that outlines the current marketing situation of an organization. It assesses various aspects, including market trends, target audience, competition, and internal capabilities. The marketing plan not only analyzes these components but also details specific objectives the organization aims to achieve and the strategies it will implement to reach those objectives, such as marketing tactics, budget allocation, and timelines. This document serves as a roadmap for the marketing efforts of the organization, ensuring alignment with overall business goals and providing a clear direction for marketing initiatives.

On the other hand, a marketing budget focuses specifically on the financial aspects and allocations for marketing activities, while market analysis refers to the process of researching and evaluating market conditions without necessarily outlining strategic goals. A business proposal is a document that suggests a solution to a problem or outlines a business opportunity, addressing potential customers or stakeholders, but it lacks the detailed evaluation and strategic approach found in a marketing plan.