Customers, the organisation, the market and product, or in other words COMP factors, affect every organisation, irrespective of the industry it operates in. With the dynamic and competitive landscape of contemporary organisations, COMP factors are regularly subjected to change. Hence, collecting adequate information plays an important role towards determining the overall success within the market it decides to operates in. Also, COMP provides the organisation an opportunity to adopt a proactive stance and be better accustomed to increasing competitiveness and other potential changes within the business environment. The importance of analysing these factors is even greater from a small and medium business perspective, due to the competitive business environment these entities function in. A well constructed analysis of COMP factors fosters the overall design and development of an effective business plan for the organisation. In other words, if the information gathered is thoroughly analysed, then it would allow for clear and uniformed decisions to be made within the business. Thus, it is safe to say that a sound analvsis of COMP factors is nositivelv correlated to effective marketing plans