What is the purpose of a marketing plan?

A marketing plan serves a crucial function by outlining the marketing strategy and tactical actions necessary to achieve specified goals. It acts as a roadmap that details how to reach target audiences, establish brand awareness, and drive sales. This includes defining marketing objectives, identifying target markets, selecting appropriate marketing channels, and planning promotional activities. By laying out specific strategies and tactics, a marketing plan ensures that resources are utilized effectively and provides a framework for measuring success against defined goals.

The other options do not align with the primary purpose of a marketing plan. While managing operational efficiency and evaluating competition are important aspects of broader business strategy, they are not the central focus of a marketing plan. Similarly, setting employee performance goals pertains more to human resources and operational management than to the marketing function itself.