The graduate thesis defines and analyzes marketing services, marketing planning and marketing plan. Through marketing planning, a marketing plan is created that brings many benefits to companies that make it regularly. Some of the benefits are allocating the marketing budget to activities that will really leave a certain impact on the target group, setting goals that must be met in the selected period and developing strategies that will be used to implement the goals. In marketing services, the importance of a special approach to the provision of services and marketing activities will be emphasized, as opposed to product marketing. Special attention is paid to the elements of the marketing plan and they are elaborated in detail. Here, it is important to emphasize the analysis of the market situation, which, if well done, can help a lot in creating buyer personas and in setting goals and shaping strategies. The work ends with the creation of a marketing plan for the Anja beauty salon located in Vinkovci. In order to create a marketing plan, a survey was conducted using a questionnaire (Google Forms) and 171 respondents were collected at random. The questionnaire was intended to investigate how much respondents take care of their body, how often they visit salons and which services they use most often. Based on the analysis and research results, goals, strategies and ideas for the business of the beauty salon Anja in the coming periods of the salon were created.