For an example marketing plan that features with fully fleshed out marketing components, you can find sample marketing plan … Regardless of the scope of your marketing plan, you must keep in mind that it is a fluid document. A good marketing plan consists of well-thought out components. Marketing intelligence focuses on current happenings. Marketing intelligence system is a set of procedures and sources used by marketers to obtain every day information about pertinent developments in the marketing environment (Kotler). Kotler et al tell us: “The strategic plan contains several components: the mission, the strategic objectives, the strategic audit, SWOT analysis, portfolio analysis, objectives and strategies. You should invest some time into researching your market and your business goals. All of these feed from and into marketing plans.” The Ten Key Components of a Marketing Plan If you're thinking about developing a marketing program, you need to begin with a marketing plan.