Marketing Strategy: Aims and Objectives Essay. Exclusively available on IvyPanda. Our company seeks to succeed in the ice cream business. The company aims to develop a unique set of goals and objectives that will turn it into a marketing plan. A marketing plan is a strategic plan that outlines a company's marketing objectives and the specific actions needed to achieve them within the framework of a defined plan and support for strategic objectives. It is believed that the marketing plan of any organization should serve as a supporting function to the overall objective of the organization, thereby complementing itself in all strategic aspects. Impact of the strategy on the marketing plan. Marketing planning as defined by the CIM is: Marketing objectives. The company's marketing goals for the next year are to reach the target market as described below through low-cost marketing initiatives and campaigns. Financial goals. The company's financial goals are to increase cash flow by the end. Marketing plan vs. business plan. A marketing plan is a strategic document that outlines marketing objectives, strategies and tactics. A business plan is also a strategic document. But this plan covers all aspects of a business's operations, including finances, operations, etc. It can also help your business decide how,