The consequences of a failed planning may be catastrophic for a company. It means that you failed to create value for customers; therefore you lose customers as well as their money. Apart from money, you lose time, and effort. You also failed to develop competitive advantage and lose your competitive position in the market. As a result, you cannot help the company to achieve its corporate objectives and goals, which may in turn affect the survival of the company. This highlights the interdependence of diverse strategy levels. As stated before, successful marketing planning creates success at functional level which directly affects success at business level (e.g. competitive advantage), and accordingly success at business level brings success at corporate level (e.g. growth).