I have spoken to a lot of marketers in Lagos and they all seem to be chasing the same thing-Everybody.
There are no clear lines of demarcations. It is clear that business plans were written for financial institutions to get loans to run the business.
Sellers think on their feet in trying to get business for their organisations thereby missing the point of following the business plan. Based on experience, an execution plan should be also developed to measure against the baseline business plan.
Successful businesses all follow their business plans. They target everybody too only this time differently. They divide their everybody into segments. And focus on the segments individually.