Na poslovanje poduzeća utječu razni vanjski i unutarnji čimbenici. Vanjski čimbenici koji utječu na poslovanje, između ostalog, su: zakoni, dobavljači, kupci i konkurencija; dok su unutarnji čimbenici koji utječu na poslovanje poduzeća, između ostalog, zaposlenici, kultura poduzeća te lokacija i veličina poduzeća. Iako na poslovanje poduzeća utječu i vanjski i unutarnji čimbenici sve kreće od samog poduzeća, točnije od zaposlenika u poduzeću, organizaciji odjela u poduzeću te od komunikacije unutar i izvan poduzeća. Odjel koji je od izrazite važnosti za poslovanje poduzeća je marketing. Važnost marketinga očituje se u tome što bez dobro osmišljenog marketinga, kvalitetne provedbe istoga te kontinuiranog praćenja provođenja marketinških aktivnosti, poduzeća ne mogu postići svoj puni potencijal te poslovati uspješno. Stoga poduzeća, kako bi poslovala uspješno, ulažu u formiranje marketinških timova i u izradu marketinških planova. Marketinški planovi kreiraju se pojedinačno za svako poduzeće, ovisno o vrsti poslovanja i potrebama poduzeća, te isti sadrže sve od analize samog poduzeća, analize tržišta te kreiranja marketinških ciljeva, marketinških strategija i marketinških taktika. Kreiranje marketinških planova uvelike pomaže poslovanju poduzeća te su poduzeća s marketinškim planovima u prednosti nad poduzećima koja nemaju marketinške planove. Važnost i korisnost kreiranja marketinškog plana za poduzeće prikazana je na primjeru osječkog poduzeća BOBI Snacks d.o.o, točnije kroz izradu marketinškog plana za nadogradnju postojećeg branda BOBI.

Various external and internal factors affect the company's business. External factors affecting business include, inter alia, are: laws, suppliers, buyers and competitors; while the internal factors affecting business operations, among other things, are employees, enterprise culture, and location and size of the company. Although external and internal factors affect business operations, everything ranges from the company itself, namely from employees in the company, company department organization and communication within and outside the company. A department that is of great importance for business operations is marketing. The importance of marketing is reflected in the fact that without well-designed marketing, quality implementation of marketing and continuous monitoring of the implementation of the marketing activities the company can't achieve its full potential and do business successfully. Therefore, in order to make a successful business, companies are investing in creating marketing teams and designing marketing plans. Marketing plans are created individually for each company, depending on the type of business and the needs of the company. Marketing plans contain everything from analyses of the company itself, market analyses, and marketing goals, marketing strategies, and marketing tactics. Creating marketing plans greatly helps businesses of the companies. Also, companies with marketing plans have a big advantage over the companies which don't have marketing plans. The importance and usefulness of creating a marketing plan for company is illustrated on the example of BOBI Snacks d.o.o. company from Osijek, more precisely through the development of a marketing plan for the upgrade of the existing BOBI brand.