Strengths and weaknesses of marketing plans in Polish middle and small companies

The development of the marketing plan is one of the most important activities for marketing managers. After Poland unification with European Union many Polish middle and small companies may find new growth opportunities and/or face some growth barriers. Therefore, executives or owners of these Polish companies should try to improve their companies marketing plans on both strategic and tactical level. The authors have finished a substantial part of an empirical study concerning marketing plans developed in Polish companies. In the paper the sample of middle and small Polish companies is analyzed to identify general advantages and disadvantages of these companies marketing plans. Conclusions-potentially useful for improving marketing plans in these companies-are made.