Regardless of the scope of your marketing plan, you must keep in mind that it is a fluid document. For an example marketing plan that features with fully fleshed out marketing components, you can find sample marketing plan … A good marketing plan consists of well-thought out components. All of these feed from and into marketing plans.” You should invest some time into researching your market and your business goals. 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. Marketing intelligence focuses on current happenings. 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. 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).