The business strategy as McKinsey & Company, and as the marketing plan must collect intrinsically values, mission and business objectives.
The marketing plan from the strategic point of view is what makes the difference about other plans and the key to success.
Today companies and organizations only focus on cutting, but it is necessary to grow the business strategically redirect to regrow.
Mckinsey Matrix vs Attractive market. Competitive position (or also known as parent General Electric). The figure also includes the market size and share of the company within it.