Marketing plans are developed, implemented, evaluated, and adjusted to keep the strategy on target. Since the marketing strategy extends beyond one year, typically, it is useful to develop an annual plan to manage short-term marketing activities. Planning is really a series of annual plans guided by the marketing strategy. '

The frequency of planning activities varies by company and, marketing activity. Normally, market targeting and positioning strategies are not chanced significantly during the year. Tactical changes in product, distribution, price, and promotion strategies may be included in the annual plan. For example, the aggressive response of competitors to Healthy Choice's successful market entry required changes in Con Agra's pricing and promotion tactics.