Having a great marketing plan in place could potentially make or break the company and determine how well it will thrive. A marketing plan helps to identify a target audience and how to attract them and keep them coming back for more. The first thing that my company needs to do is figure out who we will be selling our products and services to. Once we have established who the customer is we then need to research what their buying preferences and habits are. In order to develop a competitive edge, my company must get our customers to believe that we are unrivaled by other competitors in the same market.