Markets/customers, product/service development, and sales, provide the only true basis for businesses to define direction, development, growth, etc., and thereby business strategy and planning.
Business planning always starts with or revisits the basic aim or need to provide products or services to customers - also called a market or 'market-place'.
Some projects are very substantial and equate to an autonomous (independent) business activity, in which case a business plan is entirely appropriate.
Other projects are smaller, perhaps limited to internal change or development, and are less likely to require a conventional business plan, and are quite adequately planned and managed via project management methods.
When people talk and write about business planning different terms may mean the same thing, and a single term can mean different things.
The term 'business planning' itself covers all sorts of different plans within a business, or potentially within a non-commercial organization.
Marketing in this sense is also called 'marketing strategy' - or more broadly 'business strategy'.
In many simple, small, and/or old traditional businesses, 'marketing' is often seen instead to be 'sales' or 'selling' (usually because in such businesses selling is the only marketing activity), in which case a 'sales plan' may be the main driver of strategy and the business plan.
Ansoff Product-Market Growth Matrix: Strategic Tool1.13. Boston Matrix Model: Product/Service Development1.14. tax tips - understanding and accounting for taxes from the start1.29.1.
Free business planning and marketing tips, samples, examples and tools: how to write a business plan, techniques for writing a marketing strategy, strategic business plans and sales plans1.2. Quantify the business you seek from each of your market sectors, segments, products and customer groupings, and allocate investment, resources and activities accordingly1.12. company types and financial set up - quick guide1.29.